Cathay Pacific will streamline its loyalty proposition in July by retiring the long-standing Marco Polo Club brand in favour of the simpler ‘Cathay’ banner.
The new Cathay program will retain the same four familiar Marco Polo Club status tiers which will now be known as Cathay Green, Silver, Gold and Diamond (along with the invitation-only Cathay Diamond Plus level).
Club Points – the mechanism by which loyalty is recognised and rewarded – will be replaced by Status Points, with new ways to earn these on the ground rather than flying, primarily through Cathay’s co-branded credit cards.
However, the airline says there’ll be no devaluation of Status Points when the changeover takes place in July 2022, with 1 Club Point being transformed into 1 Status Point.
All Asia Miles and Marco Polo Club members will see their membership, miles, points and perks automatically transferred to the Cathay program.
New status perks will include “priority access to lifestyle events, experiences and travel packages” for Cathay Golds; and from Q4 2022, discounts for Cathay Diamonds who use Miles Plus Cash to book Cathay Pacific flights.
It’s not yet known if the entry-level Cathay Green tier will lose its long-standing US$100 joining fee or an annual renewal fee of US$100 or 20 Club Points.
However, Cathay Green members will lose the ability to use Premium Economy check-in counters when flying economy; they’ll also lose priority boarding and the ability to buy a Cathay Pacific lounge pass for 200 Club points.
Asia Miles will remain as the ‘earn and burn’ currency for the Cathay program, but with more ways to collect Asia Miles beyond flying, and more ways to spend them too.
Asia Miles members who don’t belong to the Marco Polo Club will be assigned Cathay Green status in July 2022.
The airline says the seperate Asia Miles and Marco Polo Club schemes will be brought together into a single program with its own website, login and a “Cathay member profile, where you’ll be able to see everything in the one place.”
Speaking with Executive Traveller earlier this year, former Asia Miles CEO and now newly-minted Director of Customer Lifestyle Paul Smitton described this as “about moving to a single customer program and a single customer profile so that one account can do it all.”
“This is a chance for us to simplify things and remove an unnecessary later of complexity.”
As previously reported, all Marco Polo Club Diamond, Gold, and Silver members will see their status extended to December 2022, with modest criteria to retain that status through to December 2023 – potentially without even setting foot onto a Cathay flight.