Cathay receives accolade at Asian Experience Awards

It unified its loyalty programmes that separately focused on travel and lifestyle deals.

One of the world’s best airline brands, Cathay Pacific brought home the Hong Kong User Experience of the Year - Airline category win for the successful launch of its integrated travel and lifestyle programme - the Cathay Membership Programme. 

The elevated Cathay Membership Programme unifies the two pre-existing loyalty programmes, Marco Polo Club and Asia Miles into one. Each programme had previously had its own currency and unique loyalty ladder, which confused members about the differences between the two programmes and the respective benefits. Now, the unified loyalty programme allows members to enjoy the travel awards while exploring the full potential of Cathay’s curated lifestyle offerings and experiences through over 800 partners in payment, dining, shopping, holidays, wellness and travel. 

Since the introduction of the Cathay Membership Programme in August 2022, the programme has seen an increase in both members' sign-up and considerations to use. 

“We wanted to make it easier for members to get the most out of Cathay. That’s why we have simplified the programmes and evolved our membership to provide more benefits and choices that elevate our members’ lives, both on the ground and in the air, keeping everything they know and love about Cathay whilst innovating for the future. We want to thank our community for their ongoing loyalty and support over the years,” said Paul Smitton, Director of Customer Lifestyle.

The Asian Experience Awards seeks to recognise the enterprising initiatives of companies that deliver meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].