I think I agree with both sides on this...

on one hand, I understand from the marketing perspectives you really just want to use these promos to attract people to fly you again, and not to give "unnecessary benefits" to those who are flying you a lot already anyway.

on the other hand, I'm also quite frustrated sometimes that there's really NO promotion at all from CX/KA for us frequent flyers especially those based in HKG. you can often see promotions on asiamiles.com for people flying from USA, Japan, etc, but never from HKG (I can understand from the commercial perspectives - those in HKG will likely fly CX anyway). and I have received promotions targeted to my parents whose AM account is semi-dormant - again to incentivise them to fly again. so, being based in HKG, and a very MPO/AM account, we're really never the target for anything. I understand there's also already quite some opportunities for us to earn miles in HKG (e.g. credit cards, dining, shopping, etc).

but, frankly, if there's really at least SOME promotions from time to time for flying, that would make the whole impression a lot better and the FF game more interesting, e.g. bonus for new routes, incentives for going over 120k (e.g. I remember long time ago that for DM, every miles you fly over 120k would get 100% bonus or something?), partner silver/gold/diamond, upgrades for two (like on BA), one upgrade for every say 20k over 120k (like UA), bonus for full J/F, etc. basically, at least something more to keep this some more interesting frankly...that I can plan my flights etc so maximize benefits etc. there's really NOTHING now for HKG-based FF esp DM. even credit cards - other credit cards often have interesting promos from time to time, but if I remember right never for the Citi-CX card (hope there's some for AmEx one?) if there's at least just 1-2 targeted promotions a year, that would really make the experience/impression better...