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Old Nov 24, 2018, 10:33 pm
FlyerTalk Forums Expert How-Tos and Guides
Last edit by: Adam Smith
New MM/2MM/3MM/*MM Members - Report your achievement in the roll call thread

Air Canada Million Mile Lifetime member Master Thread Wiki

*** For the time being, please post any wiki requests as a regular post and allow yyznomad to manage the wiki. Please and thank you.

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It is long overdue that this Million Miler master thread got a wiki. This thread was started by Catch, who first reported receiving his/her Million Miler kit from Air Canada.
Seeing how the same questions get asked repeatedly over the last eight years, I put together as much information as possible. Of course, the Million Miler program is a fluid beast and with newly minted Million Milers as we go along, this wiki will be updated to reflect such changes and program updates.


In the past, several former and extremely valuable contributors to the AC FT forum, as well as current contributors, have lobbied Air Canada for a Lifetime recognition program.

Beginning in 2010, this program came to fruition. As per Andrew Yiu, a former valued FT contributor (under a different handle) and now Air Canada Executive and a former FT AC lurker:

Originally Posted by Andrew Yiu
As I had previously mentioned in the post on 2010 top tier benefits as well as during SE events, Air Canada will start recognizing customers who have demonstrated long term loyalty to Air Canada by flying significant amount of status miles on Air Canada operated flights including regional carriers such as Jazz since the inception of the Air Canada top tier program. Those who qualified for this program will be contacted directly by AC in the coming weeks as the mailing of the packages are not done in one batch; so if you didn't get anything yesterday, don't assume you didn't qualify. The number of members that qualified is extremely small relative to the overall membership base hence the details of the program are communicated directly with those who qualified and not communicated in a press release (as some of you have suggested). As for the core benefits of the program, the first post gave some pretty good description of it.

As to those who accused us of 'poor communication' 'embarassing communication day', members who qualified for this would have been contacted with a nicely presented package and again only very small group of customers qualified for this.

And without further adieu, the MM FAQ.

- yyznomad

======================================

Air Canada Million Mile Lifetime: Frequently Asked Questions (FAQ)

Q0: When did the Million Mile Lifetime program rollout?
Q1a: Where can I find my Million Miler Lifetime AQM total?
Q1b: Where can I find my historical Million Miler Lifetime AQM activity/flights?
Q2: Which types of AQM counts toward Million Miler Lifetime AQM?
Q3: What do I get when I reach Million Miler nirvana and when will I get my MM package?
Q4: What Privileges do I get as a Million Miler?
Q5: When I become a 2MMer, what is the process for gifting Lifetime status to another person?
Q6: How many Air Canada Million Mile members are there?
Q7: How do Air Canada Million Mile Lifetime members compare to other programs?
Q8: Does/can the front-line staff and crew have the ability to distinguish between a 1MM vs. 2MM vs. 3MM vs. etc?
Q9: What additional benefits does a Million Mile Lifetime member receive?
Q10: What are the PIL codes for MMers?
Q11: Which FTers are Million Mile Lifetime members?




Back to FAQ

Q0: When did the Million Mile Lifetime program rollout?

The program was quietly rolled out in 2010 at around the same time this thread was started. There was no press release. There was no blast to members. Only those who had achieved MM status based on the requirements were communicated with directly.

Originally Posted by Andrew Yiu
As I had previously mentioned in the post on 2010 top tier benefits as well as during SE events, Air Canada will start recognizing customers who have demonstrated long term loyalty to Air Canada by flying significant amount of status miles on Air Canada operated flights including regional carriers such as Jazz since the inception of the Air Canada top tier program. Those who qualified for this program will be contacted directly by AC in the coming weeks as the mailing of the packages are not done in one batch; so if you didn't get anything yesterday, don't assume you didn't qualify. The number of members that qualified is extremely small relative to the overall membership base hence the details of the program are communicated directly with those who qualified and not communicated in a press release (as some of you have suggested). As for the core benefits of the program, the first post gave some pretty good description of it.

As to those who accused us of 'poor communication' 'embarassing communication day', members who qualified for this would have been contacted with a nicely presented package and again only very small group of customers qualified for this.
Back to FAQ



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Q1a: Where can I find my Million Miler Lifetime AQM total?

In your Altitude account (not Aeroplan), there is a special section labeled with a small "Million Mile Member" just underneath the "Priority Rewards Available" section.




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Q1b: Where can I find my Million Miler Lifetime AQM total?

When the program was launched in late 2010/early 2011, there was an email in which members could use to retrieve a list (Excel spreadsheet) of historical flights that went towards MM status.
This email is no longer in use by Air Canada. At this time, there is no officially known method in which an Altitude member can retrive a list of historical flights.

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Q2: Which types of AQM counts toward Million Miler Lifetime AQM?

From Air Canada:
Originally Posted by Air Canada Altitude
Fly more than one million Lifetime Altitude Qualifying Miles on eligible flights operated by Air Canada and you'll become part of this distinguished group. AQMs which are eligible for this program are those earned on flights operated by Air Canada, Air Canada Rouge and its regional affiliates (such as Air Canada Express) since 1988.

Additionally, AQMs earned as a bonus for purchasing Business Class fares, or in conjunction with the purchase of an Air Canada Unlimited Flight Pass, will count towards this program. Note that all other AQMs, including those earned for travel operated by the Star Alliance member airlines, do not qualify.
In other words, you need to fly on Air Canada operated metal (Mainline, Rouge, regional affiliates, etc.) with fare classes that earn AQM including Class of Service Bonus (COS), where applicable, or purchase a UFP (Unlimited Flight Pass) which accrues monthly flat rate AQMs (varies depending on fare category of the UFP - typically 10,000 AQM/Flex/month, 15,000 AQM/Latitude/month, 20,000 AQM/Business/Month, etc.).
Anything else, including AQM promotional bonuses, other AQM bonuses, Benefit package AQMs as part of flight pass purchases, flying other airline metal on Air Canada 014 ticket stock, etc., do not qualify.
Those who had status with CP had their relevant miles grandfathered as Lifetime miles.

Please note that AQS/segments do not count towards Lifetime status. There is currently no AQD requirement for Lifetime status.

Having said that, this is no easy feat given the strict requirements.

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Q3: What do I get when I reach Million Miler nirvana and when will I get my MM package?

The Million Miler packages have changed over time.
  • Once crossing over the 1MM threshold, you may receive an email acknowledging the achievement.
  • Your Altitude page should reflect 1MM shortly thereafter (depends on sweeps but can be as fast as a week but YMMV)
  • The MM package has been reported to be received approximately a few weeks following the MM threshold crossing, but again, YMMV.

Newly minted 1 Million Mile members typically get a scale model aircraft with the base engraved with your name along with the Million Miler designation. Prior to Dreamliners entering service with Air Canada, members received a model 777 aircraft. Since 2014/2015, new Million Mile members have received Air Canada Dreamliner models.
You will receive new luggage tags and a new member card reflecting the current status you are at (that is, no lower than E50K from that point onward) which include the Million Miles logo (1, 2, 3, 4, 5, etc.).
Additional eUpgrade credits are given.

Some members, at different MM levels, have reported receiving in-person celebrations courtesy of Air Canada at the airport after arriving from a flight that brought them over an MM threshold, in-flight recognition from the SD regardless of cabin, surprise recognition and gifts in the MLLs, etc.

Two Million and Three Million+ Milers have also anecdotally received various gifts, which have varied over the years.
Gifts may include additional eUpgrade credits, a selection from a list of gifts that have included items such as Bose products, jewellery, gift cards with significant value, etc.

It is certainly exciting to become a Million Mile member!



The most recent information is courtesy of 24left:
https://www.flyertalk.com/forum/30121386-post3296.html

Originally Posted by 24left
Ooooooh, Fedex package arrived today........

Very exciting.

First thing you see inside the box




When you open the top, there is this




Then there is the multi-folded package. It has a very nice letter signed by Calin and Ben, along with these.




Yes, a huge thanks to my awesome friend @gabdusch who had the creative talents to make sure these cards had my "name"




Oooooooh





Ok, I'm excited now. It's Fin 801, the "first born". I flew her 4 years ago on my first ever flight to Tokyo HND.

Yes, I will take the time to assemble and let you all know how that worked out.




(sma)
.
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Q4: What Privileges do I get as a Million Miler?

One Million Miles
Originally Posted by Air Canada Altitude
Your Altitude status will never fall below Elite 50K
Two Million Miles
Originally Posted by Air Canada Altitude
Your Altitude status will never fall below Elite75K, and that of a friend, will never fall below Elite 50K
Three Million Miles
Originally Posted by Air Canada Altitude
Your Altitude status will never fall below Super Elite 100K, and that of a friend will never fall below Elite 50K
Four Million Miles+
Originally Posted by Air Canada Altitude
Once you reach Four Million Miles, your Altitude status will never fall below Super Elite100K. The status of your previously nominated friend will never fall below Elite 75K. Keep flying to receive greater, additional recognition.
Five Million Miles
???
As of this initial wiki entry, there is only one known Five Million Miler.
https://www.flyertalk.com/forum/air-...ion-miler.html

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Q5: When I become a 2MMer, what is the process for gifting E50K Lifetime status to another person?

In your Altitude account, there will eventually be a link that allows you to nominate your E50K Lifetime status beneficiary.
Your beneficiary must have an Aeroplan account as their name and Aeroplan number is required, along with requisite contact/address information.
Once submitted, they will receive their package within several weeks.

Please note that this is the one and only beneficiary you will pick as they will receive this status for life. Pick wisely!
Furthermore, if you become a Four Million Mile member, then your beneficiary gets a boost from E50K Lifetime up to E75 Lifetime.

Your beneficiary will then be listed under the Million Mile member program details:


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Q6: How many Air Canada Million Mile members are there?

Air Canada has not officially published numbers on this.

Anecdotally, there is only one (1) Five Million Miler, John Segatti (this information is public, so don't get all wound up about publishing the member's name). This was achieved in December 2016.
https://www.flyertalk.com/forum/air-...ion-miler.html

The number of Four Million Milers is not known, although there will be one FT contributor who will reach this milestone shortly. This cohort would be definitely miniscule.

There is most likely no more than 50 Three Million Milers.

The number of Two Million Milers is unknown, although it is generally accepted, anecdotally, that it is much more rare than the ubiquitous One Million Miler.

The number of One Million Milers is anecdotally "large", but in the context of all members, this cohort is relatively small.

Here is a quote from @diddy; who did a somewhat reasonable Fermi estimate as of September 2018:

Originally Posted by diddy
These are always fun exercises. There has not been so far any way to know for sure. We can make a reasoned guesstimate, and I know this has been done on FT in the past. Including some who flame. Whatever. United forum did a MM roll-call thread in 2007 and came up with 300+ MM after 5 years of the thread (!) to 2012. It looks now like closer to double that in the posts since. I did not count. Based on this thread there are about 600+ 1MM. About 80 2MM and 20+3MM. Including one poor chap at 17MM. That is in a country with three major international carriers.

Assumptions:
1. A minority of these people would be on FT.
2. Those that are on don't always post. I am super guilty of this.
3. The AC and UA ratios are even remotely similar, given Canada's lower population but longer travel distances and only one major international carrier.
4. Other threads here have estimated / had apparent information from Andrew Yiu that there are about 10,000 SE's and 35,000 people with status below SE annually.
5. Based on my frequent AC travel and bag tag gazing. Full disclosure : I am a newly minted AC2MM.
Based on this I will put forth the following:
1MM ~ 1250
2MM ~ 150
3MM ~ 20

Consider pot re-stirred.

diddy
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Q7: How do Air Canada Million Mile Lifetime members compare to other programs?

There are several members in the 10MM+ Lifetime range with several American carriers, for example. There is someone in the 17MM range.
So in perspective, Air Canada Million Mile members have a lot of catching up to do!

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Q8: Does/can the front-line staff and crew have the ability to distinguish between a 1MM vs. 2MM vs. 3MM vs. etc?
  • In short, no. The PIL only identifies a passenger as a "Million Miler", it does not distinguish between different MM tiers.
  • When scanning your BP at the gate prior to boarding your flight, the screen will only identify to the agent that you are a Million Mile member, regardless of MM tier.
  • The remarks section of your boarding pass simply shows "ACMM" regardless of MM tier.
  • For eUpgrade priority, the system does not distinguish between MM tiers. A 1MM is a 2MM is a 3MM, etc. They are all "MM".

It is possible that an AC employee may notice your MM tier off of your luggage tag, as this does happen from time to time. You might even be engaged in conversation with an AC employee who might inquire about which MM tier you are in.

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Q9: What additional benefits does a Million Mile Lifetime member receive?
  • The "ACMM" designation under the Remarks section of your boarding pass (small) stub. Anecdotally, this will start appearing on your boarding pass approximately a few weeks after reaching the milestone.
    Image courtesy of 24left
  • Higher status priority for eUpgrades than non-MM counterparts (i.e. SE MM trumps SE, E50K MM trumps E50K, etc.)
  • Higher onload list priority than non-MM counterparts as per above.
  • Your MM status will be on the PIL. See Q10.
  • Occasional recognition by the SD in J and sometimes in Y (typically this means that during J meal orders, they may acknowledge your MM status, and in Y, the SD may occsionally approach you mid-flight and thank you for your loyalty as a MMer)
  • As a Super Elite MM, your are at the top of the meal order taking protocol ahead of non-MM SEs (notwithstanding VIPs)


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Q10: What are the PIL codes for MMers?
  • P25K shows as AC*P
  • E35K shows as AC*F
  • E50K shows as AC*E; E50K MM shows as AC*EM
  • E75K shows as AC*D; E75K MM shows as AC*DM
  • S100K shows as AC*SE; S100K MM shows as AC*SM
  • VIP shows as AC*X; VIP MM shows as AC*XM

(note that only two letters can appear after the *, so AC*SE is NOT AC*SEM but instead is AC*SM)

Sources:
Originally Posted by jlisi984
Yesterday, on YYZ-YYC, I noted the new designators on the manifest.

AC*P: Prestige
AC*F: 35K
AC*E: 50K
AC*D: 75K
AC*SE: S100K
AC*X: AC VIP
Originally Posted by ACYYZ/SD
On the P.I.L. (Passenger Information List aka Manifest)

D = Elite 75K
M = Million Miler

Therefore
DM = Elite 75k Million Miler
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Q11: Which FTers are Million Mile Lifetime members?

The current roll call thread can be found here.


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Million Miles Recognition from AC

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Old Aug 3, 2015, 7:33 pm
  #2176  
 
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Originally Posted by RZR
Million mile is gold for life, not a bad perk in my opinion. Of course we all want more though.
I agree, it may be an absolutely fabulous perk for you and many, many others.

For me *G is about as much of a perk as a desert is to a Penguin.

So the MM *G is a "perk" that is not a perk I can make any use of - therefore in all practicality it is not a perk from my point of view. :-/
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Old Aug 3, 2015, 7:35 pm
  #2177  
 
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Originally Posted by jaysona
I agree, it may be an absolutely fabulous perk for you and many, many others.

For me *G is about as much of a perk as a desert is to a Penguin.

So the MM *G is a "perk" that is not a perk I can make any use of - therefore in all practicality it is not a perk from my point of view. :-/
Might be different in your future though....once no longer flying for biz.
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Old Aug 3, 2015, 7:43 pm
  #2178  
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It's not a perk for me either ad I fly j mostly. But i,m greatful that when or if I use AC less, at least I'll have *gold
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Old Aug 3, 2015, 7:51 pm
  #2179  
 
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Originally Posted by jaysona
My real dilemma will present itself after the first year I do not attain any sort of status. I have some real concerns about the difficulty I'll have in redeeming my aeroplan miles, since it is only at that point I'll start trying to redeem them.

The MM program has no provisions for AP redemption - to my knowledge at least.
Oh, now that's a good idea ... if MM meant lifetime IKK, then that would be really valuable.

Originally Posted by jaysona
Ya, I still don't fully understand or get what IKK is. I book a couple of flights a year using AP, I take whatever is available.
When you book those flights, IKK == the "Display Air Canada Priority Rewards" checkbox on the aeroplan web site. You know, the one that turns a set of crappy results, into a halfway decent selection.

If MM status got me that for life ... that would be very valuable.
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Old Aug 3, 2015, 8:04 pm
  #2180  
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Originally Posted by jaysona
2. AC provide rewards for past travel on their airplanes, and publicly advertise those rewards as an incentive to get an customer to fly again. That is not loyalty, it is a reward for something already done.
I'm not really sure what you mean. Are you saying for it to be a loyalty program, they'd have to give me MM now, while I fly my first million miles?
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Old Aug 3, 2015, 8:10 pm
  #2181  
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Originally Posted by InTheAirGuy
Me too.

On the other hand, about $75,000 other spend this year has gone to other carriers.

And you know what -- their J is actually kind of nice.

I'll be SE, but I despise the fact that the concept is poisoned; and I despise the fact that AC still seems to be working hard to devalue loyalty, as opposed to increasing it.

I wonder when their war with customers will be over.
There is no war. Airlines have added up the cost of their FF programs and did not like the figure. Plus they did not understand all the games pax would play to get status. The only cut back that effected me was the cut back on Ecredits. Not happy, but I understand why when I sat in J for every flight for the last numbers of years and not paying for it. AC has cut there program, but not like Delta, United or Cathay. Most FF programs did not give the benefits AC gave, so AC cuts effected a lot of people. Pax did get entitled with AC program making them think they were more important than they really are.

Last edited by Wpgjetse; Aug 3, 2015 at 8:21 pm
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Old Aug 3, 2015, 8:30 pm
  #2182  
 
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Originally Posted by canopus27
Oh, now that's a good idea ... if MM meant lifetime IKK, then that would be really valuable.
AC appears to believe that is valuable also. They will give it to you at 3MM. At least, for as long as IKK is a part of the SE benefit.
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Old Aug 3, 2015, 8:46 pm
  #2183  
 
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Originally Posted by Dorian
Might be different in your future though....once no longer flying for biz.
Earlier up thread I mentioned that I doubt I'll ever stop flying for business in some form or another. So if I'm not flying for work, then I don't want to be flying at all - unless I'm the PIC.

Originally Posted by RZR
It's not a perk for me either ad I fly j mostly. But i,m greatful that when or if I use AC less, at least I'll have *gold
That's great for you, and I'm happy to hear you'll have something to take advantage of. It is not a perk I can ever envisage myself being able to take advantage of, which is why I wish the MM program offered a suite of "perks" to choose from each year.

Originally Posted by canopus27
Oh, now that's a good idea ... if MM meant lifetime IKK, then that would be really valuable.

When you book those flights, IKK == the "Display Air Canada Priority Rewards" checkbox on the aeroplan web site. You know, the one that turns a set of crappy results, into a halfway decent selection.

If MM status got me that for life ... that would be very valuable.
So, I guess I've been using IKK without even knowing about it. *blush* That would be a good perk I would be able to take advantage of.

Originally Posted by canadiancow
I'm not really sure what you mean. Are you saying for it to be a loyalty program, they'd have to give me MM now, while I fly my first million miles?
No a loyalty program offers some sort of currency, virtual or otherwise. The best loyalty program examples I can think of are Canadian Tire money and Loblaws PC Points.

When someone spends x dollars they are given y dollars discount towards future spend. The Altitude program does not work that way. I get no future discount for past spending, I only get a reward for past spending, but no real incentive to spend more money with AC. The incentive of the possibility of a future reward could been seen as loyalty, but it is not loyalty, it is the individual that chooses to see the potential future reward incentive as being loyal. From the corporate perspective it is not loyalty. I guess the closest thing AC offers that could be seen as a loyalty based currency are the eUpgrade credits, but those expire every year, not much of a loyalty currency there. :-/
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Old Aug 3, 2015, 8:47 pm
  #2184  
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Originally Posted by jaysona
Ya, I still don't fully understand or get what IKK is. I book a couple of flights a year using AP, I take whatever is available.
Short answer: IKK = Priority Rewards (if you want to see the difference, tick/untick the box in the upper right corner)

Long answer: A SE can book an award seat on any flight in economy without capacity controls as long as the flight is not overbooked. In business class IKK is tied to availability of booking class "R" (upgrade booking class) which means you can generally find award seats in business class as a SE if you book >7 days in advance and are somewhat flexible regarding dates/routing. (You'll only have trouble finding award space, even as a SE, on routes such as YVR-SYD).
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Old Aug 3, 2015, 8:49 pm
  #2185  
 
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Originally Posted by jaysona
1. Someone who is SE for 30 years (equivalent) - in their personal eyes may see that as demonstrating loyalty to AC. On the other hand I do not believe for a moment that AC sees that same purchasing decision as loyalty, and they say as much.

2. AC provide rewards for past travel on their airplanes, and publicly advertise those rewards as an incentive to get an customer to fly again. That is not loyalty, it is a reward for something already done.
I don't completely disagree with you. I do have a slightly different opinion on the two above points:

1) I do believe that AC recognizes loyalty and, to be truthful, they have thanked me for mine a few times. I have heard it from Ben S., Ben L., the Concierges, GAs and even FAs. I think that employees who know what it takes to get to 1MM understand that there is a certain amount of loyalty involved.

2) Providing awards for past travel can be the same as rewarding for loyalty. It is a matter of perspective. I do agree, though, that the Altitude program is very well advertised. That advertising is most likely there to promote travel with the airline. So, it is also an incentive to continue to support their brand. The MM program, however, is not that well advertised, outside of this board. I don't see it as a program that is there as an incentive for people to fly for 10, 20, or 30 years of SE equivalent. Instead, I do see it as a loyalty program. "Thank you for your continued service. Because you have done this, we will ensure you will never drop below gold status.". I do see that as a way to show appreciation for your loyalty.
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Old Aug 3, 2015, 9:00 pm
  #2186  
 
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Originally Posted by jaysona
No a loyalty program offers some sort of currency, virtual or otherwise. The best loyalty program examples I can think of are Canadian Tire money and Loblaws PC Points.
I think we have a different idea of what a loyalty program is. Your examples show rewards that are handed out the first time you purchase a product from the store. Obviously, the more product you purchase from the store, the more the reward is worth, but it starts with the first purchase. I'm not sure that makes you a loyal customer.

Would your definition, then, not include the Aeroplan miles available on a flight? That would be a virtual currency. How about the Altitude Threshold gifts? You can get gift certificates that are worth various values. Would these not fall into your definition of virtual currency?
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Old Aug 3, 2015, 9:02 pm
  #2187  
 
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Originally Posted by Jasper2009
Short answer: IKK = Priority Rewards (if you want to see the difference, tick/untick the box in the upper right corner)

Long answer: A SE can book an award seat on any flight in economy without capacity controls as long as the flight is not overbooked. In business class IKK is tied to availability of booking class "R" (upgrade booking class) which means you can generally find award seats in business class as a SE if you book >7 days in advance and are somewhat flexible regarding dates/routing. (You'll only have trouble finding award space, even as a SE, on routes such as YVR-SYD).
Thanks for the clarrification, I've never redeemed a Y seat for myself, only a couple of times for friends on YUL/YYZ routes.

For myself I only redeem J, and only within Canada, all my travel elsewhere is on non *A carriers that happen to be AS partners. So I guess the priority rewards are automatically presented to SE's when searching for flight, correct? I'll have to pay more attention then next time I book a reward flight - doubt I'll be booking any this year though.

If AS had decent partners in Canada I probably wouldn't fly AC anymore either. The real derth of any viable competitor to AC in the Canadian market is the prime reason I maintain my flying on AC.
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Old Aug 3, 2015, 9:11 pm
  #2188  
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Originally Posted by jaysona
Thanks for the clarrification, I've never redeemed a Y seat for myself, only a couple of times for friends on YUL/YYZ routes.

For myself I only redeem J, and only within Canada, all my travel elsewhere is on non *A carriers that happen to be AS partners. So I guess the priority rewards are automatically presented to SE's when searching for flight, correct? I'll have to pay more attention then next time I book a reward flight - doubt I'll be booking any this year though.
Nothing is consistent in the AE universe. Sometimes the priority rewards are presented automatically and sometimes you need to tick the box. Either way, any "priority reward" flight option has a big, black "priority" banner next to the flight number, so it's hard to miss.

And yeah, award availability in J on transcon routes can be non-existent for several weeks at a time if you don't have SE status while you'll hardly find a day without award availability as a SE if you book >7 days in advance. You may not always get your preferred flight, but it would be extremely rare to not find a reasonable option. So having SE status / access to IKK availability makes a huge difference.
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Old Aug 3, 2015, 9:16 pm
  #2189  
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Originally Posted by Jasper2009
Short answer: IKK = Priority Rewards (if you want to see the difference, tick/untick the box in the upper right corner).....

As mentioned upthread, more inventory will open up if you check the box. On some routes, it may not matter much as you might find what you want without IKK.




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Old Aug 3, 2015, 9:22 pm
  #2190  
 
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Originally Posted by YEG2MM
I think we have a different idea of what a loyalty program is. Your examples show rewards that are handed out the first time you purchase a product from the store. Obviously, the more product you purchase from the store, the more the reward is worth, but it starts with the first purchase. I'm not sure that makes you a loyal customer.
Well, the examples I cited show loyalty because as soon as a purchase is made some form of currency unique to the retailer is given to the purchaser, therefore encouraging the customer to keep coming back to the same retailer to spend the unique virtual currency received.

Would your definition, then, not include the Aeroplan miles available on a flight? That would be a virtual currency. How about the Altitude Threshold gifts? You can get gift certificates that are worth various values. Would these not fall into your definition of virtual currency?
The Altitude and MM program do not provid any sort of real virtual currency for each purchase made. The Aeroplane miles are the Aeroplan loyalty currency not Air Canada Altitude loyalty currency. The closest type of currency I can see Air Canada Altitude providing are the eUpgrade credits, I don't even see how the MM program can be seen as a loyalty programs in any way.

A loyalty program typically has some sort of immediate pay back upon purchasing a product, but the Altitude and MM program require several subsequent purchases in a limited timeframe in order to obtain the meager currency (eUp in this example), hardly an incentive to keep coming back for every purchase. Especially with the increased AC metal requirements, this still seems like a reward to me vs a loyalty incentive.

As to the threshold gifts and gift certificates, I can not for the life of me see anyone say "hey, I really like that $500 gift card, I'll be more than happy to spend ~$15k and fly weeks (accumulated time) so I can get that $500 dollar gift card.

The above is just an analogous example, I really have no, idea what the threshold gift card amounts and types are (typing this from my phone) but I'm assuming you're referring to the Amex and Holt's gift cards.
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