Members who are HSBC credit cardholders are credited Air Miles for credit card transactions. Air Miles Netherlands Air Miles was first brought to the attention of potential business partners in the Netherlands by Keith Mills, Liam Cowdrey and Philip Beard during 1993, by way of an introduction from a senior ABN AMRO bank executive who had come across Air Miles during his international travels. In early 1994, Robert Gierkink was hired away from Air Miles Canada to lead an Amsterdam-based start-up team consisting of Todd Almeida, Frank Fisser, Fred Metman and Renee Belloni. ABN AMRO, Albert Heijn, Shell, Vroom & Dreesmann and KLM were contractually confirmed as anchor partners during the summer and the Air Miles programme launched via a massive advertising campaign in October 1994. The program enjoyed immediate success, with millions of Dutch households enrolling into the program before year's end. More than a dozen additional retailers also joined the Air Miles program just prior to --- or within a year --- following the launch. These included Praxis, Etos, Gall & Gall, Blokker, Hunkemoller, Videoland and several others. Similar to other Air Miles programs, Air Miles in the Netherlands originally included flights. But it also added a handful of other travel and leisure rewards. The initial rewards were KLM, Center Parcs, NS (Dutch Rail), Stena Line, Efteling and Noorder Dierenpark Emmen. In 1998, the reward program was expanded to include a wide-ranging catalogue of merchandise redemption options. The program's popularity later waned starting in 2004, when ABN AMRO ceased its participation. Albert Heijn subsequently limited its issuance of Air Miles just to private-label products to allow for greater product discounting via its Bonus Card program. At Shell gas stations, customers can choose between Air Miles or stamps. Currently Air Miles has over 3.8 million active users, making it the largest loyalty program in the Netherlands. Air Miles Netherlands has announced that their points will expire after the 5-year mark for its customers starting in 2018. Former programs Air Miles United Kingdom Air Miles in the UK was created in the mid-1980s by Alan Deller, Commercial Director of British Caledonian Airways and the partners of advertising agency Mills, Smith & Partners – initially Keith Mills, Brian Smith, William Kershaw, Nick Tomlin, Peter Badham and Geoffrey Bean and later Liam Cowdrey. Together they formed the Air Miles Travel Promotions Limited in 1986 and sold 51% of the UK operation to