Join Date: May 2005
Location: SJC
Programs: NZ*G, QF NB, UA 1K, AA ExecPlat, IHG PlatAmb, HHonors Gold, SPG Gold, Marriott Gold, ZE1 PC
Posts: 2,636
I can't help but giggle at slide 3. And 4. I see the logic in what they're saying on slide 7, but as a customer I don't identify with it.
The change of "fly to earn" to "earn to fly" shows why from a frequent passenger perspective, Airpoints is continuing to circle the drain. This is probably a useful appeal to the twice-a-year travelers but doesn't seem to identify with regular traffic, which makes me wonder where their market intelligence comes from.
I think it will continue to fall flat with that top 3.5% of customers until they acknowledge that fly-to-earn and the benefits of doing so are extremely important for those regular passengers. QF seems to grasp this much better - they've turned earn-to-fly into a gimmick, but relatively continued to focus on the fly-to-earn bunch.