Latest news with #loyaltyprogram
Skift
20 hours ago
- Business
- Skift
Extreme Loyalty: The Airlines Turning Travel Into a Competitive Sport
In a drive for loyalty and attention, high-stakes travel challenges are growing in popularity. These airline campaigns generate buzz, but they also raise thorny questions around ethics, sustainability, and long-term brand impact. Earlier this week, JetBlue launched one of the quirkiest promotions by a U.S. airline in years: a loyalty challenge that rewards customers who visit 25 JetBlue destinations by the end of 2025 with coveted perks through 2050. To mark its 25th anniversary, the '25 for 25' campaign offers members of its TrueBlue loyalty program a quarter-century of Mosaic 1 status – part of JetBlue's elite tier – plus up to 350,000 bonus points. Members who hit 15 destinations earn 150,000 points; 20 destinations bring an additional 200,000 points; and those who hit the full 25 unlock the status windfall. Ed Pouthier, the carrier's VP of loyalty and personalization describes the promotion as 'a thank you to the customers who've helped us reach 25 years of incredible growth.' While headline-making in the United States, JetBlue's campaign is just the latest in a global wave of high-concept airline marketing stunts. Abu Dhabi's Etihad Airways launched 'The Extraordinary Challenge' at the end of May. It is offering Etihad Guest members the chance to win up to 5 million miles by flying to each of the airline's 15 new destinations. The first to complete the challenge will win 5 million points; the second, 3 million; and the third, 1 million. In marketing materials, the UAE carrier says that 5 million Etihad Guest miles 'can equate to over 500 Economy flights, or more than 70 trips in Business, or more than 40 unforgettable journeys in First.' To qualify, participants must fly to or from all of the following destinations by May 25, 2026: Addis Ababa, Algiers, Atlanta, Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Peshawar, Phnom Penh, Prague, Sochi, Taipei, Tunis, and Warsaw. Service to some of these destinations doesn't start until later this year. Getting Creative, But At What Cost? 'Like all companies, airline marketing campaigns have had to get creative to break through and grab people's attention, especially when the subject is somewhat mundane like new seat upholstery or new destinations,' says Scott Keyes of Going (formerly Scott's Cheap Flights). 'But Etihad's campaign of offering 5 million miles to one winner is perhaps the most audacious and attention-grabbing attempt I've seen for a new route announcement.' Chelsea Curran, director of integrated PR, destinations, resorts, and experiences, at Crowe PR, offered additional behind-the-scenes insight about the latest campaigns and similar stunts. 'We've seen airlines, hotels, and hospitality brands jump on PR stunts for years designed to help them spark global attention,' she says. 'These are geared towards doing more than just going viral: They are well designed to help generate long-lasting buzz, deepen brand understanding, and engage and inspire conversations amongst travelers with the Etihad brand at the forefront.' Another high-profile example comes from the Scandinavian carrier SAS. Last year, it ran a campaign that rewarded members of its EuroBonus loyalty program by turning them into 'points millionaires.' To be eligible for the prize, members had to fly with 15 out of 17 SkyTeam alliance airlines. The contest period took place from October 8 to December 31, 2024. Despite having less than three months to fly with 15 global airlines, 940 of the 42,700 participants were successful. Of course, there's the bottom line to keep in mind, but these campaigns can be a relative bargain for airlines. The cost of a stunt like this to Etihad is 'trivial, of course,' says Keyes. 'They can print as many miles as they want, and even assuming a generous 1-cent-per-mile accounting cost, the prize is equivalent to $50,000, a rounding error in an airline's marketing budget." Sustainability Questions For all of the recent hype, is it a simple case of back to the future? The hyper-competitive period following airline deregulation in the 1980s was full of wacky campaigns. However, unlike the 1980s, the socially conscious modern air traveler has an additional angle to consider. A major issue with this style of airline promotion is the risk that they grate against stated sustainability goals and mission statements. Skift called in generative AI to create the best itinerary to visit each of the cities in Etihad's Extraordinary Challenge. The brief was to use flights connecting through the carrier's Abu Dhabi hub as sparingly as possible. Our prompt allowed other airlines to directly connect each destination as long as Etihad flights were used for at least one flight in or out. According to its calculations, flying to and from each of these cities in the most efficient manner possible would add up to about 85,563 miles (137,700 km) in the air. That would generate around 30.3 tons (27.5 tonnes) of CO₂ per passenger, around twice the average annual individual carbon footprint. Depending on how many people enter the competition, it's a challenge that could leave quite a mark. Etihad won Environmental Airline of the Year in 2023 and the airline plans to reach net-zero carbon emissions by 2050. Etihad declined to comment when approached by Skift for this story. Who Pays the Price? There's also the human factor. While it might not cost airlines much to facilitate the stunts or their prizes, it can be contestants who shoulder the cost instead. 'There's concern among some about the amount of wasted travel hours and additional emissions that [the Etihad] competition entails,' says Keyes. 'After all, there will be many people competing to win the 5 million miles, and all but three of them will see their efforts in vain." The recent SAS and JetBlue promotions differ in that there is no limit to the number of successful participants. However, travel that's consumption-focused and performative (staying somewhere only long enough to say you've been there, 'doing it for the 'gram') is the antithesis of sustainable travel, which prioritizes slow travel, reducing carbon footprint, and forming meaningful connections on the ground. 'Given travelers, especially Millennials and Gen Z, are seeking more meaningful, slower trips versus globe-hopping on long, non-stop journeys, this stunt can feel at odds with the rising call for more sustainable and responsible travel,' Curran adds. For its part, JetBlue told Skift: "As a primarily leisure airline, this promotion is designed to celebrate exploration, encouraging customers to connect with friends and family across our network, or visit destinations they may not have discovered yet. "Importantly, the promotion is built around our regularly scheduled flights, not added capacity or special charters created solely for the program," a spokesperson added. Despite the campaign still being in its first week, JetBlue reports "great enthusiasm," with more than 650 bookings already made through a dedicated promotion landing page. The Russian Factor An additional consideration for the Etihad competition in particular is accessibility. While the airline says the competition is 'offering anyone the chance to participate and win,' the required stop in Sochi, Russia, might deter some. This could be because of visa restrictions, safety concerns given the conflict in Ukraine, or the questionable morality of flying into a country at war to win loyalty points. 'Whether intentional or not, the fact that one of the required stops is in Russia effectively excludes most American and Western European travelers from participating,' says Keyes. In the near term, is there a way forward for attention-grabbing airline PR stunts? Curran suggests initiatives that align more toward sustainable travel while still creating buzz. 'This might include challenges that entice travelers to show off their low-carbon travel, creating immersive experiences in local communities or slow travel itineraries that help travelers experience longer, more meaningful trips,' she notes. 'In a crowded market, we'll continue to see travel brands push boundaries and the key to ensuring these will be successful is to anchor them in purpose and your brand mission, not just promotion.' What am I looking at? The performance of airline sector stocks within the ST200. The index includes companies publicly traded across global markets including network carriers, low-cost carriers, and other related companies. The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more airlines sector financial performance. Read the full methodology behind the Skift Travel 200.
Yahoo
2 days ago
- Business
- Yahoo
Carnival Cruise Line promises loyalty will be better rewarded
Carnival Cruise Line promises loyalty will be better rewarded originally appeared on Come Cruise With Me. Carnival Cruise Line is speaking out amid the fallout from the announcement about its new loyalty program, Carnival Rewards, set to launch in June 2026. The cruise line introduced the new program a year in advance of its rollout in order to offer ample time for passengers to digest the details of the new program, as well as to gather feedback about the clearly didn't need a year to gather opinions on Carnival Rewards, however — the June 18 announcement about the program opened the feedback floodgates. A radical departure from the traditional cruise loyalty program, in which passengers earn higher status based on the number of nights spent at sea, the new Carnival Rewards program is centered around spending. To many loyal Carnival cruisers, a spending-based cruise loyalty program doesn't sound like much of a loyalty program at all. The initial details shared about Carnival Rewards left many passengers feeling like the cruise line was choosing profits over passengers with its new approach to cruise loyalty. But maybe a botched announcement about the new loyalty program is the reason for response to the controversy surrounding the new loyalty program, Carnival issued a detailed letter to passengers, which Carnival Cruise Line Brand Ambassador John Heald shared on his popular Facebook page on June 23. In the letter, Carnival executives assured passengers that they received their feedback, much of which was shared in comments posted on Heald's Facebook page, where he addresses hundreds of passenger questions daily. 'Please know we are reading your comments and taking in your feedback. To be clear, no changes will be implemented until June 1, 2026, nearly 12 months from now. We will be answering all your questions well in advance of the program launch,' the letter cruise line also reaffirmed its commitment to a fun vacation experience for all. 'We are committed to making sure each and every guest – no matter their status – feels welcome and has a fun and memorable vacation. Our terrific onboard team has kept you coming back again and again, and that won't change,' the letter promised. Additionally, the letter emphasized some key points about Carnival Rewards that passengers should keep in mind as dialogue about the program continues in the coming months.'Please remember these key points: Our VIFP Club members automatically retain their current loyalty level for the next three years, until June 2028 – Diamond members for the next seven years, until June 2032. This means that with the combination of status privileges and rewards, everyone will receive greater benefits than what members are eligible for today. And all members have the ability to reach a higher status for their cruising activity through May 2026. We will continue to track the total number of cruise days people have earned in the new program, and members will receive recognition for achieving important milestones. The new Carnival Rewards program is designed to give people more flexibility for redeeming loyalty benefits, allowing guests to choose the specific benefits they want to redeem at the time that works for them. Benefits can be redeemed pre-cruise, onboard, or both. Today's program structure does not allow this. The new co-branded Carnival Rewards Mastercard is not required to achieve status. It is simply an option for those guests who want additional opportunities to earn status and points that can be used to purchase a cruise and offset onboard spend. Remember, with the new co-branded card, you can earn points and status through everyday spending. We believe these changes will allow us to reduce the growth challenges of the current program, which today often result in us being unable to fulfill the current benefits on sailings with large numbers of VIFP Club top tier guests.'Overall, the message is that the new Carnival Rewards program is designed to offer more opportunities and better benefits for loyal passengers. (The Arena Group will earn a commission if you book a cruise.) , or email Amy Post at or call or text her at 386-383-2472. This story was originally reported by Come Cruise With Me on Jun 23, 2025, where it first appeared.
The Sun
2 days ago
- Entertainment
- The Sun
‘Critical' swap all Playstation users must make NOW to avoid losing money as huge feature shuts down forever
PLAYSTATION users are being urged to make a "critical" swap after the gaming giant dropped an important feature. PlayStation Stars is set to come to an end next month, as the company looks to evolve its future Loyalty Programme efforts. 1 The reward scheme has been a highlight for players over the last three years, with campaigns and purchases that offer points. It was designed as a way to bring communities of PlayStation players together through a loyalty programme that could help users be celebrated. Points are able to be accumulated through playing games, and be exchanged for free store credit to buy new games, or get extra money off their purchase. Vice President at PlayStation, Grace Chen, said in a statement: "Since launching the program, we've learned a lot from evaluating the types of activities our players respond best to, and as a company, we are always evolving with player and industry trends. "Through this evaluation, we have decided to refocus our efforts and will be winding down the current version of PlayStation Stars." PlayStation Stars features PlayStation Stars rewards scheme lets you earn points It first launched as a new loyalty scheme for PlayStation games in Asia on September 29, 2022 Once you join PlayStation Stars, you can earn rewards by completing "campaigns and activities". It's completely free to join, and additional points can be earned when purchases are made on the PlayStation store You can swap those points for PlayStation Store credit PlayStation Store credit can be spent to buy games You can redeem points and claim PSN wallet funds or select PlayStation Store products. Changes to the loyalty programme PlayStation Stars is closing down, and is no longer accepting new members for this version of the programme Current PlayStation Stars members can still earn Digital Collectibles, Points and level up their status until July 23, 2025 at 7:59AM PDT | 3:59PM BST | 11:59PM JST. After this date, there will be no new PlayStation Stars Campaigns available, or any additional rewards or status benefits to earn. Qualifying Points are redeemable until November 2026 This version of the PlayStation Stars program will fully end on November 2, 2026 and current PlayStation Stars members can continue to redeem Points as long as their Points don't expire before then Your points will disappear on November 2, 2026 If you cancel PlayStation Stars today, you can't rejoin and you also lose your points The statement continued: "We want to thank all of our players for supporting PlayStation Stars since the launch in 2022. "As we explore new ways to evolve our loyalty program efforts for the future, we'll continue to celebrate all of our players through the various community activities we have planned." What users can do as the changes come A new campaign which is available to all players, and not just those subscribed to PlayStation Plus, has dropped. 'It's fun as hell' cheer PS5 owners after finding freebie inside consoles and say they 'sure felt stupid' for missing it It is for PlayStation Tournaments, and offers 25 points to players who compete in any PlayStation 5 tournament. Fans have been offering advise on Reddit about which games to play to snap up these points. There are a few options. 'Download EA SPORTS FC 25 SHOWCASE (which is free) and in the game hub select to participate in the tournament," one user noted. Another added: 'You also might be able to use NBA 2K25." Others have recommended playing Naraka Bladepoint due to being a good game to boot up and compete in. The points can be gained after accepting the campaign in the PlayStation app and completing the goal. This should be done before the game is started up. Points will be added within the app, and can be redeemed against the PSN store credit. This is likely to be one of PlayStation Stars' last campaigns, so users should get in quick to claim their credit voucher if already accumulated a good amount of points.
Telegraph
3 days ago
- Business
- Telegraph
‘Travelling with British Airways used to be a must – not anymore'
Changes made by British Airways (BA) to its loyalty programme, which make it harder to earn coveted bronze, silver and gold status, have provoked strong debate. We asked frequent BA flyers – and a loyalty expert – for their views. 'I'm hoping airport lounges will be less crowded' Adam Marshall, 27, a commercial director from London 'I'm a BA silver card holder and I'm happy with the overall changes to the programme, under which I earn tier points for pounds spent with BA, not on distance flown. I appreciate the perks of BA status, particularly free seat selection and complimentary additional baggage allowance, along with lounge access. 'Changes to my business that mean I fly more to and from Asia. This means that I will earn gold status this year. My only loss is that under the new system I don't expect to earn enough tier points to get a Gold Upgrade Voucher. 'I regularly travel on BA for short-haul trips, and will continue to do so. I'm not looking to use Lufthansa or Air France, because I value the convenience of the direct flight and don't want to connect in Frankfurt or Paris. I find BA is often competitively priced compared to low-cost carriers such as EasyJet or Ryanair. 'As fewer people overall make silver or gold status under the new rules, I'm excited to see how the lounges change. I hope they will be less crowded.' 'As a leisure traveller there's now no way for me to earn gold' Caroline Hill, 58, a marketing executive from London 'I've been a BA gold card holder for the majority of the last 10 years. I earned it from a mixture of self-funded travel along with the generosity of BA, who have kindly extended my status due to personal issues a couple of times. 'I've been a BA fan for years, encouraging all my friends to fly with BA on trips when they would have been happy with easyJet or Ryanair. I was happy to pay more for the benefits of staying loyal to BA. I regularly travelled in business class if I could find a good fare. 'After not being able to travel for a couple of years, I was focused in 2025 on going for gold once again. By Christmas, I was poised to book trips to Thailand and the US. So I was devastated by the announcement of the changes to the BA Club which BA made just before new year. 'As a leisure traveller there's no way for me to earn gold through the new revenue-based system. The new targets are well beyond my budget. I'll even struggle now to make silver. So I'm resigned to booking my travel based on convenience and cost from now on. I'll consider looking at low-cost carriers, easyJet and Ryanair, but the reality is I'll probably just travel less because, for me, it won't be as enjoyable. 'I still love BA and get a huge buzz of excitement when I arrive in T5, so I'll continue to enjoy it while I can. But I'm really sad that my gold status will run out. The changes have taken the wind out of my sails.' 'Travelling with BA used to be a must – not any more' Michael Crooks, 60, a translator from Oxford 'I've been a BA silver card holder on and off for eight years, actively taking otherwise unnecessary flights just in order to come in just over the number of tier points required. I am part of a family of three and we mainly fly World Traveller Plus (premium economy), going long-haul. For us, the free seat selection became the key benefit of silver status. It can save a couple of hundred pounds for us as a family. There is no way we'll meet the BA Amex cash spend now required, so when my silver status ends, I might stump up for World Traveller Plus or Club occasionally, if travelling alone, but as a family we will have to accept randomly-assigned seats. 'Travelling with BA used to be a 'must' but now it will now simply become one option among others. Like many, I'll be on Skyscanner to do a general search for all airlines.' 'How many once-loyal BA flyers will now be considering Emirates or Virgin?' Rob Burgess, editor of frequent-flyer website who takes 20 BA flights a year 'BA is determined to move its programme from an airline loyalty scheme into a high-spender recognition programme. This is far too blunt an instrument in any industry, when any good reward scheme should be based on driving incremental revenue from all members, not just big spenders. 'It's an even blunter instrument in aviation, where your biggest spenders are usually business travellers forced to fly with you due to a corporate deal. The 'swing money' is from those who can freely choose which carrier to fly with, such as small business owners and premium leisure travellers. How many of those once-loyal BA flyers who will lose out under the new scheme will now be considering Emirates when flying east or Virgin Atlantic when flying west? 'BA knows passengers are angry. Cracks in the new scheme seem to be growing. BA has already sweetened the introduction of the new system by offering bonus tier points promotions and last week it announced it would give 500 tier points to many BA Amex credit card holders as a 'gesture of goodwill' amid all the uncertainty and irritation. 'With easyJet planning to launch a loyalty scheme via a status match offer to BA members, the need for a strong BA loyalty programme is greater than ever.'
Skift
3 days ago
- Business
- Skift
Agoda CEO on Why Price Is Still the Best Loyalty Program
Agoda's playbook is clear: move fast, stay cheap, and think local. They're not betting on the next big trend. They're betting on knowing what their customers and partners want, before anyone else. While many travel companies are busy reinventing loyalty programs with layers of points and perks, Agoda CEO Omri Morgenshtern believes the best loyalty program is simple: just keep prices low. 'Our belief is that the best loyalty is price,' Morgenshtern said. That is why Agoda has intentionally kept its loyalty program, a basic tiered system with clearly visible discounts, simple. 'A lot of those loyalty programs for me as a consumer are confusing,' he told Skift. 'We believe in two principles. If I can keep you engaged and believing that we will give you the best price in the market, I'm doing well.' The strategy has worked so far. But it's not easy. Finding the lowest prices at scale, across millions of listings in dozens of countries, is a hard operational and financial challenge. Using AI to be a Trusted Travel Guide Agoda has long leaned into artificial intelligence. The company has been using machine learning behind the scenes for over a decade, long before
