ABU DHABI, Oct. 16, 2026 — Etihad Airways has announced that it will discontinue its SuperSeller programme, a long-running incentive programme for travel agents, effective December 15, 2026.

According to an announcement published by Etihad Hub on October 15, the programme has been an important part of Etihad’s relationship with travel agents across its key markets for more than 13 years.

The airline said the decision follows a recent review of its trade incentive programmes. Etihad did not provide further details about what will replace SuperSeller, but said it plans to share more information in the future.

SuperSeller to Continue Until December 15

Until the programme officially ends, existing SuperSeller members will be able to continue earning and redeeming miles as usual.

SuperSeller has traditionally rewarded individual travel agents for eligible bookings on Etihad Airways. Members could earn Etihad Guest Miles through qualifying bookings and later use those miles for rewards such as flights, upgrades, hotels and other options.

The programme was designed to recognise frontline travel agents who promote and sell Etihad flights to customers.

Etihad confirmed that the final date for the programme will be December 15, 2026.

Travel Agents Await New Incentive Programme

The end of SuperSeller marks a significant change in Etihad’s relationship with individual travel agents, particularly in markets where travel agencies remain an important distribution channel.

Etihad said that recognising and rewarding its frontline agency partners remains important to the airline, indicating that a replacement or revised incentive structure could be introduced.

“SuperSeller” has been part of Etihad’s travel-agent ecosystem for more than a decade, making its closure a notable development for agents who have used the programme to earn rewards from eligible Etihad bookings.

For now, Etihad has advised members to continue using the programme normally until the December 15 termination date and to monitor Etihad Hub for further announcements regarding future trade incentives.