Cathay Pacific Retires Marco Polo Club

Cathay Pacific Retires Marco Polo Club

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Cathay Pacific has this week rebranded its loyalty program — bye bye Marco Polo Club, hello Cathay!

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.”

Cathay Pacific’s Boeing 777 first class

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.

Cathay Pacific’s Business Lounge London Heathrow

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?

Conversations (24)
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  1. David Guest

    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.

  2. Carmel Guest

    Whatever name: like same wine in various branded bottles

  3. Past customer Guest

    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!

    1. Eskimo Guest

      Enjoy flying China Southern. I heard in First Class they serve you Champagne that will last in your memories forever.

  4. Past customer Guest

    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!

  5. Spencer wong Guest

    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.

  6. Doug Guest

    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.

  7. Doug Guest

    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.

  8. John Guest

    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.

    1. Mr D Guest

      Wow! How does Asia Miles cancel your CX flight? I call BS on this comment!

  9. Andrew Adcock Guest

    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

  10. Steven Malarski Guest

    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

  11. T- Guest

    CATHAY as a lifestyle brand? They need to focus on flying. What's next? Cathay fashion & lifestyle brand. Interesting.

    1. TravelinWilly Diamond

      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.

  12. Martin Guest

    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.

  13. Super Gold

    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.

  14. Asia-Pacific Islander Guest

    Marco Polo used to charge for membership.
    Will the new program be free of charge?

  15. Lone Gunman Guest

    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?

  16. Mike Guest

    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.

    1. Adam L Guest

      Beijing killed the goose that lays golden eggs. It's just another Chinese city now.

    2. Turkfresser Guest

      At least it isn't another US city like Detroit:)

    3. ConcordeBoy Diamond

      Why? Detroit's aviation system is doing quite fine, especially compared to anywhere in Greater China.

  17. JayC Member

    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....

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

Mike Guest

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.

4
Adam L Guest

Beijing killed the goose that lays golden eggs. It's just another Chinese city now.

3
Steven Malarski Guest

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

2
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