20 January 2026 – Global reward currency Avios, powered by IAG Loyalty, has raised the curtain on its newest partnership with leading theatre and live entertainment ticketing platform, TodayTix, as it continues to expand collection opportunities for its members.
As the first partnership of the year, the new deal will allow members to collect Avios when booking tickets to the theatre and live entertainment, from iconic West End hits such as ‘Wicked’, ‘The Lion King’ and ‘Phantom of the Opera’, to must-see new openings such as ‘Paddington the Musical’.
Available to Members of The British Airways Club, the new partnership is designed to give customers more ways to collect Avios on everyday spending, helping to power their next getaway or experience.
From today, customers who link their TodayTix Rewards and British Airways Club accounts will collect 1 Avios per £1 spent, when booking tickets through the TodayTix app or website. To celebrate the launch, customers will also collect an introductory bonus of 500 Avios, for new bookings made by 9 February, with other bonuses for first-time customers of TodayTix to be launched at a later date.
Thanks to this deal, ‘all the world’s a stage’ for Members, with theatre and live entertainment tickets helping to power new travel opportunities. Customers can collect Avios on shows like ‘Mamma Mia!’ and get closer to a Reward Flight to Greece, or collect on tickets to ‘Moulin Rouge! The Musical’ and put those Avios towards a trip to the French capital, Paris.
The new announcement also unlocks what could be the next must-try travel trend: ‘stage-cations’. Following the growing popularity of ‘set-jetting’, this deal between Avios and TodayTix allows travel-hungry Brits to collect Avios towards flights to the real-life locations of their favourite shows and musicals.
Rob McDonald, IAG Loyalty's Chief Commercial Officer, said: “Here at IAG Loyalty, it’s showtime for our newest partnership with TodayTix, marking yet another way customers can collect Avios on their everyday spending. With members always planning their next getaway, we expect this new deal to prove incredibly popular with those making the most of the UK’s vibrant entertainment scene.”
Brian Fenty, Co-Founder and CEO of TodayTix Group, said: "We are thrilled to partner with Avios to bring even more value to theatregoers. Whether it’s a West End musical or a world class play, our mission is to make cultural discovery seamless. This collaboration allows us to thank our customers by turning their passion for live entertainment into meaningful travel rewards, making every ticket purchased a passport to a new experience."
Customers yet to join The British Airways Club or TodayTix Rewards can sign-up for free today, and to link accounts and start collecting Avios with TodayTix, click here.
To find about more about Avios and new ways to collect, visit www.avios.com
ENDS
Media Enquiries:
IAG Loyalty (Avios) - press@iagloyalty.com
TodayTix - press@todaytixgroup.com
About Avios
Avios is the global loyalty currency of British Airways, Iberia, Aer Lingus, Vueling, Qatar Airways, Finnair and Loganair. It enables over 69 million members in more than 200 countries worldwide to collect and redeem rewards across a broad ecosystem of travel, retail and financial services partners. More than 20 million Avios are collected and 16 million are redeemed every hour through partnerships with thousands of leading brands including Nectar, American Express, Uber, Cabify, Repsol and Royal Caribbean. From flights and hotel stays to groceries and daily commutes, Avios allows members to turn their everyday spending into meaningful rewards. For more information, visit www.avios.com.
About TodayTix
TodayTix is the premier experience curator for culturally curious audiences worldwide. By partnering with thousands of venues globally, TodayTix opens doors for millions of enthusiasts with frictionless discovery and unparalleled access tailored to every interest. Its acclaimed app is home to signature digital initiatives that grant exclusive entry to some of the hottest shows on stage. Driven by cutting-edge technology and innovative design, TodayTix is more than a ticketing app - it is the world’s most loved cultural discovery platform, creating a seamless path for everyone to find a seat where their cultural life begins. Learn more at www.todaytix.com and download TodayTix for iOS or Android.