Originally Posted by
Lkaroo
EK have been offering plenty of discounts to buy miles lately... An upcoming devaluation or just desperate for cash?
I can't speak for devaluations, but I doubt this would move the cash needle.
I think it's more to generate more engagement with the Skywards program, which is not viewed as particularly rewarding. Having studied the sector, "engagement" is an important driver in building value for a program and improves loyalty characteristics. So it feels like Emirates is trying to up the frequency with which you can interact with the program, rather than just earn / burn basics. Last year they started offering discount offers on upgrades (10-20% off), cash+miles (meh) and more options to buy or multiply miles, get bonus miles, etc. It gives more opportunities to communicate on more than just fares. Buying miles at USD 0.02 per mile isn't a steal, but it may be of interest to some (even on this thread).