Cathay Pacific confirms major review of loyalty scheme after it becomes 'too popular'

Cathay Pacific says its frequent-flier scheme has become too popular and is unsustainable in its current form.

In the airline's first response to the Sunday Morning Post's revelation last week that a major overhaul to the scheme was on its way, it said: "The overarching belief is that the current approach has to change."

Complaints include crowded lounges and overextended priority-boarding privileges, with the effect that passengers who spend hundreds of thousands of dollars a year no longer feel rewarded for their loyalty.

The Marco Polo Club rewards travellers based on the distance flown and the number of flights taken, but the Hong Kong carrier says this is "not always the best measure of value".

"Airlines all over the world are recognising the anomalies created by a mileage or sector-based reward and recognition system," it added.

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"We are carefully studying the impact of this and the possible implications for the Marco Polo Club in terms of how members earn their status and what benefits and recognition they should be receiving based on the value they bring to the airline."