Toronto-based Points International partnered with the U.K.'s Airmiles travel rewards program to give Airmiles members the ability to purchase and gift miles to other members.
Airmiles members collect miles by shopping online at some 200 retail outlets, including eBay, Tesco, Play.com and johnlewis.com, as well as by using Airmiles credit cards.
Under the partnership with Points International, members of Airmiles, which is operated by The Mileage Co., can top off their Airmiles balances and purchase up to 500 Airmiles annually and gift up to 500 miles per year to friends or family.
Points International, which operates Points.com, says the Airmiles partnership is Points International's first with a retail coalition rewards program.