Elite fliers have their wings clipped: Cathay's overhaul of its frequent flier programme
Frequent flier schemes are getting less generous as airlines reap benefits by rewarding big spenders
Tony Lai's top-tier "diamond" membership of Cathay Pacific's frequent flier Marco Polo Club has earned him a complimentary upgrade to first class. The upgrade would not have been possible without his elite status.
Before he steps onto the plane, Lai, 41, will have access to such members' perks as Cathay's premium first-class lounge, The Wing, partaking of five-star restaurant fare, free-flowing champagne and a private cabana suite to help him relax before his 15-hour flight to Los Angeles.
Through the club, Cathay showers its best customers with generous benefits to reward their loyalty.
As experienced by Lai, flight upgrades are presented on the member's birthday, 5th and 10th anniversaries of joining the Marco Polo Club, and the accumulation of 500,000 or one million miles.
"Cathay definitely takes care of its top-tier members better," he says.
Last year the carrier signalled the start of the biggest overhaul of its four-tier frequent flier programme since its inception.
Lai, a businessman, flies at least one long-haul and one short-haul flight on Cathay each month in premium economy and business class, spending up to US$30,000 a year.