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.
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 '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.
READ MORE: Frequent fliers in Cathay Pacific's cheap seats face big let-down
"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."
Changes are likely to come on line next year with the Marco Polo Club focusing on big spenders who travel only with Cathay and its sister carrier, Dragonair. Customers of premium seats or the most expensive, fully flexible economy fares stand to benefit.
Another rewards scheme, Asia Miles, is being designed to benefit frequent fliers who buy cheaper seats. It offers free flights and upgrades, but not lounge access or priority boarding.
The airline said passengers' views would be an important part of its decision-making process. The has been inundated with complaints about the change in frequent-flier privileges, with some people threatening to choose other airlines.
In the meantime, Cathay is cutting three weekly flights to Chicago from March and adding three weekly trips to San Francisco from June.
