These offers came my way by e-mail. The miles discounts come as part of the monthly account statement they send. And the Hotels offer also came by e-mail.
Customer service is an improvement on what it used to be. Previously within Spain you had to call a '902' premium rate number to reach the baggage department. They didn't want to hear from customers. Now you can call the regular line.
Over the past year I have seen the airline become more customer-focused. Loyalty is recognized. The SUMA department is good (in Spanish at least). Better than Iberia Plus for sure. Quick to answer and very patient at looking up different miles options. Which is good because they only offer Air Europa flights in the award booking platform.
With partners the range is more limited than Flying Blue. From what I have seen, we can only book flights operated by one of the 19 Skyteam airlines. I tend to check availability first on FB and then call SUMA to book. You can figure out how many miles it will cost by looking at their distance chart.