On a full flight, CX will upgrade its Diamond card members first and checking in early certainly has advantages when the computer scans who will be offered the upgrade.

For example, if a Silver card member has checked in first and his/her boarding number is 001 and then a Diamond card member checks in as boarding number 002, the computer will automatically pick 002 for an upgrade as he/she is a Diamond card member.

Being a Diamond card or an elite card member of the Marco Polo Club is certainly an advantage. I personally use Marco Polo Club because of my relationship with Cathay Pacific and the way they look after me on-ground and inflight. I could have joined AA's programme and become an Executive Platinum card member and earn those double bonuses as part of the elite membership but to me, having a closer relationship with the airline is more important.

I have heard that elite members of lower tier have been enticed with some special promotions inorder to get them back flying on CX. This is a pure loyalty incentive.

As for other loyalty programmes in Asia, they are pretty much in line with Cathay's FFP. Overall, CX's Asia Miles is way ahead in its programme structure, redemption mileage and partners then other airlines in the Asian region. You must also remember that loyalty programme concept is new in Asia and not as competitive to travellers so there is no reason for airlines to offer its members upgrade certificates the way the North American airlines do.

In the North American market, the competition is fierce and to survive, airlines offer a matching level of programme benefits to make them more competitive and hence retain their loyal customers. I am sure if the market was not as competitive with travellers needs and wants, then you might not see the free upgrade certificates that the US/Canada airlines offer to its members.

However, on the positive note, it is good to see that Asian airlines do offer the opportunity to its members to use their miles for an upgrade. Do airlines such as Air Canada offer this option? The answer is simple: NO!

Running a loyalty programme must be profitable objective and Asian airlines such as CX, SQ and TG are very smart at turning around profits so they want to make sure that they are not diluted by offering free upgrade certificates to their members in such ways as North American members do!

It is probably time for North American airlines to see how a FFP is operated in Asia and learn some lessons on how to make their airlines profitable.