Cathay Pacific has this week rebranded its loyalty program — bye bye Marco Polo Club, hello Cathay!
In this post:
Cathay replaces Marco Polo Club
Historically Cathay Pacific’s loyalty program has had some confusing branding — Asia Miles has been the rewards program, while Marco Polo Club has been the status program. That’s changing as of this week, as Marco Polo Club is no more.
This is part of a larger rebranding at Cathay Pacific. In mid-2021, Cathay Pacific announced the introduction of “Cathay” as a “premium lifestyle brand.” While Cathay Pacific (the airline) isn’t rebranding as Cathay, the idea is that Cathay will be the new name for just about everything connected to the airline.
Going forward, Marco Polo Club Points will simply be known as Status Points, while Asia Miles will continue to be the points currency at Cathay Pacific. You’ll no longer become a Marco Polo Club member, but will instead become a Cathay member.
Here’s how Paul Smitton, Cathay Pacific’s Director of Customer Lifestyle, describes this:
“As a home-grown airline from Hong Kong, we have been connecting our home city to the world and have grown together with our members for more than 75 years. Our world has evolved in the past few years, with changing expectations for travel and lifestyle. We continue to listen to our members and to invest in new experiences to help them move forward in life.”
“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 of over 12 million members for their ongoing loyalty and support over the years.”
What’s actually changing to Cathay Pacific’s loyalty program?
Aside from the Marco Polo Club name being retired (and branding be updated), what else is changing to Cathay Pacific’s loyalty program at the moment? Well, not all that much.
Cathay Pacific claims to be enhancing its digital experience, including the Cathay website and mobile app. New members can also sign up for the Cathay loyalty program through a simplified process.
Marco Polo Club members will of course have their status carry over into the new program, as the tiers are remaining the same — Diamond, Gold, Silver, and Green.
With Cathay being more of a lifestyle brand, the program now has more partners, including across payment, dining, shopping, holidays, and wellness, giving members more ways to earn miles.
Bottom line
Cathay Pacific’s Marco Polo Club status recognition program is no more, and is now instead under the “Cathay” umbrella. There aren’t too many implications for the time being, aside from a new website, and Cathay Pacific having an increasing number of ways to earn miles without flying. Personally I think the rebranding makes a lot of sense, as the difference between Asia Miles and Marco Polo Club was confusing to many members.
What do you make of Cathay Pacific rebranding its status program?
In 2024, long-time CX loyalty customers are feeling the real implications of recent changes. As a devoted CX fan for 26 years, I have encountered issues with the airline's internal systems and processes, resulting in a frustrating eight-month battle. The airline has held onto HK$5800 of mine for over a year without initiating any communication about 1) returning the money, 2) providing guidance on the new cancellation processes that would prevent loss of miles, and...
In 2024, long-time CX loyalty customers are feeling the real implications of recent changes. As a devoted CX fan for 26 years, I have encountered issues with the airline's internal systems and processes, resulting in a frustrating eight-month battle. The airline has held onto HK$5800 of mine for over a year without initiating any communication about 1) returning the money, 2) providing guidance on the new cancellation processes that would prevent loss of miles, and 3) confirming receipt of the cancellation and outlining next steps.
Despite making multiple calls to their call center, searching their website, and interacting with the CX chat system, I received contradictory messages. They told me to "be patient, we will respond," "we can see your info on the system," "we cannot see your info on the system so send proof of calls/ticket," and "it takes a few months, don’t worry”.
Even after trusting them, I continued to fly on purchased tickets on CX regionally and to Europe. From November through to June, I went back and forth and it was finally escalated to the “Service department.” They replied saying my “miles will be forfeited, and only taxes will be refunded. Furthermore, we thank you for doing business with us! We are now closing this case.”
They showed no internal responsibility for their processes. It seems that it is “ok” to hold client’s money for months and give a clear message that loyalty clients are no longer needed.
CX has pulled up the drawbridge, leaving no other recourse, and yet continues to send weekly marketing messages and communication to members with promises that ring very hollow indeed.
As we move into 2024 the real implications and of this change are really being felt by long time CX loyalty customers. As someone who has been a CX fan for the last 26 years and continued to support and rally for the airline, I’ve recently lost/being “punished” for cx internal systems and processes being incredibly messy where, conflicting and contradictory advice around how to cancel a redemption ticket has resulted in an eight month...
As we move into 2024 the real implications and of this change are really being felt by long time CX loyalty customers. As someone who has been a CX fan for the last 26 years and continued to support and rally for the airline, I’ve recently lost/being “punished” for cx internal systems and processes being incredibly messy where, conflicting and contradictory advice around how to cancel a redemption ticket has resulted in an eight month battle. The airline has sat with HK$5800 for over a year. None of their internal processes kicked in or activated any communication with me to 1) return the money 2) to indicate if I don’t follow a new process I will lose the miles and 3) follow up and confirm that the cancellation had been received and next steps. Despite numerous calls to the call centre, searches on their website and interactions with the cx what app messaging system, trying to figure out contradictory message like “be patient … we will contact you … it takes a while for miles to be returned”, the result was “sorry but we will not return the 100,000 miles but you can apply to get your money returned”.
The “complaints department” seems to simply be clear - we take no internal responsibility and that loyalty clients are no longer needed.
CX has pulled up the drawbridge leaving no other recourse and yet continues to send weekly marketing messages and communication to members with promises that ring very hollow indeed.
I travelled with Cathay Pacific recently and is is still a quality airline. I travel with Cathay Pacific about 20 times per year and it is still my preferred airline. Please, people out there, relax and accept that change occurs. Change has occurred in Hong Kong, but I still live here and will continue to do so. Keep it up Cathay Pacific.
I have been a Gold or diamond member for the last 25 years and only ending with the pandemic in 2020. I am sad that the Marco Polo Club is ending. I had a great 25-years enjoying their level of service.
But I guess the airline has decided to go in a new direction forgetting that it is an airline but now a lifestyle brand. I do not see how that can succeed given...
I have been a Gold or diamond member for the last 25 years and only ending with the pandemic in 2020. I am sad that the Marco Polo Club is ending. I had a great 25-years enjoying their level of service.
But I guess the airline has decided to go in a new direction forgetting that it is an airline but now a lifestyle brand. I do not see how that can succeed given their primary purpose does not do well. The airline has forgotten its core purpose for existence. It has forgotten their most valuable asset which was their loyal customer base. I would even pick CX over other airlines with direct flights because I liked passing through HKG and the level of service of the flight crew.
Sadly the airline has lost its way and as the other comments have stated is probably on its final pass. An airline that forgets what made it successful cannot get away with smoke and mirrors. It is still the flying experience that makes Cathay.
Back to basics would be an easy marketing strategy. Get the list of all your million milers and 850,000 milers and invite them to 1-year of elite memberships. It would not cost you much to grant these benefits. Cheaper than all your re-branding. This way you could maybe get these frequent flyers back on the airline. Right now there is no benefit to flying CX for any of us former elite members. Price now determines how I fly if all things are equal.
I booked a flight this February and was surprised with the loss of all benefits to even checking in via business class and extra luggage allowance. I am regretting my decision already. I am bound to be in seat 72E beside the bathroom wishing for the glory days of CX.
I have been a Marco Polo club member for over 30 years . The demise of the club is disappointing and detrimental to the airlines loyal customer base , I have first hand experience. Gone is the direct support conduit that set the airline apart from its competitors. The support provided to elite members was not only appreciated but most certainly ensured loyalty retention now expunged .
There is now no designated support function...
I have been a Marco Polo club member for over 30 years . The demise of the club is disappointing and detrimental to the airlines loyal customer base , I have first hand experience. Gone is the direct support conduit that set the airline apart from its competitors. The support provided to elite members was not only appreciated but most certainly ensured loyalty retention now expunged .
There is now no designated support function to those most loyal . I have just experienced this degradation and in my opinion destroyed the Cathay Pacific personalised membership brand ( the Club)which was most loved . Just another backwards step amongst man any that has plagued this airline over the past three years some of which initiated by current management.
Whatever name: like same wine in various branded bottles
I was a green member, lost benefits, prioroty check in and boarding etc. Via marco polo club, now no change, what a joke. I never fly cathay again!
Enjoy flying China Southern. I heard in First Class they serve you Champagne that will last in your memories forever.
I was a grewn member, lost benefits, prioroty check in and boarding etc. Via marco polo club, now no change, what a joke. I never fly cathay again!
Don’t see the need to change the name, except the company will waste more rebranding marketing money and digital migration effort to uphold the status as same as before. But, it’s only good for an excuse, that the existing member to take churn.
Cathay are trying incredibly hard , but these quarantine restrictions over the past 2 years will have set them back 20 years!, I doubt we will see HK ever becoming a regional hub again, such a shame it was a vibrant city - now they are in done kind of time warp.
Cathay are trying incredibly hard , but these quarantine restrictions over the past 2 years will have set them back 20 years!, it’s hard to see HK ever becoming a regional hub again, such a shame it was a vibrant city - now they are in done kind of time warp.
Why is everyone so butthurt about Cathay failing? It's always been a horrible airline with grumpy rude staff, Asia miles cancels your flights and then expects YOU to foot a charge for it. All things I have constantly experienced with this dreadful airline. That's karma for having such a horrible customer service. GOOD RIDDANCE.
Wow! How does Asia Miles cancel your CX flight? I call BS on this comment!
Having a problem speaking to a person at Cathay - you have to wait and wait- management has to leave it's ivory tower and get on the phone and clear the back log- this would be real service
I have been a CX Diamond or Gold Member for 30 years Cathay lost the plot years before covid because they forgot their most important asset .their frequent flyers. Within a few years they will be sliced up and divided up and given to the Chinese airlines.Now Cathay is in its final years
CATHAY as a lifestyle brand? They need to focus on flying. What's next? Cathay fashion & lifestyle brand. Interesting.
Agreed.
Aman now has a lifestyle brand and with product prices that eclipse even Louis Vuitton and Hermès. But I digress.
Hey, Cathay, fix your core “competency”(aren’t you an airline?) before you extend (I mean thin out and distract from) your brand.
It’s not making much difference. All nice words but CX feedback is almost non existing anymore. Impossible to call ( waiting sometimes more than 60 minutes ) . E-mails may be received but NEVER get a reply. Whatapp is a computer only able to give feedback with simple links. Complicated questions can’t be answered by an computer. Multi section bookings can’t be made via the website.
So no other choice than to look for another...
It’s not making much difference. All nice words but CX feedback is almost non existing anymore. Impossible to call ( waiting sometimes more than 60 minutes ) . E-mails may be received but NEVER get a reply. Whatapp is a computer only able to give feedback with simple links. Complicated questions can’t be answered by an computer. Multi section bookings can’t be made via the website.
So no other choice than to look for another carrier. Pity as I have good memories about CX after flying with them since 1977.
I liked the name Marco Polo Club. Immediately conjured images of exploring and adventure. If they were going to change anything, it should have been combining the inexplicably bifurcated loyalty program where everyone else has one.
I like the name Cathay but it's a little... uninspired to call everything that. Lufthansa's Lufthansa club. Delta's Delta club. Cathay's Cathay club. Banal.
Marco Polo used to charge for membership.
Will the new program be free of charge?
Yes, it is free of charge!
I got this great idea. What if they focused on building a loyalty relationship across all revenue sources from its customers? What if they called them, ummm, Loyalty Points? What if co-branded credit card spending counted towards Loyalty Points as well? What if points earned on its shopping site counted towards Loyal Points as well?
I’m just not sure whether this will ever be even remotely relevant.
I cannot see Cathay returning to its pre-pandemic, pre-riots self anytime soon.
Beijing killed the goose that lays golden eggs. It's just another Chinese city now.
At least it isn't another US city like Detroit:)
Why? Detroit's aviation system is doing quite fine, especially compared to anywhere in Greater China.
Im still confused.... lol.
When i saw your post title, I got excited for a second (The café is finally combining two point systems into one). but sadly that's not the case....