Are you planning for your summer vacation yet? I know I am! Because of school, the only times I get to travel would be during summer or winter holidays. Not only are these seasonal tickets very limited, but they are also very, very costly too…
As a way to keep their passengers loyal, airlines have started a frequent flyer program to ensure customers take the same airline every time they travel to collect points, as known as air miles. In marketing class, we learnt that in the Value Based Era, companies wish to build longterm relationships with consumers in which they turn regular flyers into advocates. This is a similar idea to providing VIP or stamp cards to consumers when we discussed how companies compete with each other.
Ever since I moved here 12 years ago from Hong Kong, my family and I have been flying back and forth during the year. Due to business trips, my Dad was already on the Marco Polo club for the Cathay Pacific air miles collection. As for my Mom, she tries to spend every buck with her credit card, just to earn those air miles just so our family could get free tickets to visit our relatives each year. And when I mean every buck, I mean groceries, gas, eating out at restaurants, coffee…just anywhere that would accept credit card purchases. Before I knew it, after all these years of flying back and forth, my Dad reached the golden membership standing. If our family already had more than enough miles for the year, then why are my parents still trying so hard to get the most out of their purchases? Eventually, I understood that the idea of accumulating air miles was more than pure free tickets, it was the permanent elite standing that really counts.
Some people may think that this is just ridiculous, but if we could just spend while we earn an extra trip, why not?