Innovations in Loyalty Management: A Case of Asia Miles

Abstract

<p align="justify">Asia Miles, launched by Cathay Pacific in 1999, is a loyalty and frequent-flyer program enabling members to earn miles through purchases with co-branded credit cards and at partnered businesses. In 2018, the group introduced “The Asia Miles by Cathay” mobile app, leveraging blockchain technology for near-instant, secure tracking of earned miles, enhancing both user experience and business efficiency. The app also promotes wellness by rewarding members for achieving daily health goals. However, challenges include the need for merchants to adopt blockchain-compatible systems and the existence of separate apps for loyalty and ticketing, which may hinder a seamless customer experience. <p align="justify">“亚洲万里通”（Asia Miles）由国泰航空（Cathay Pacific）于1999年推出，是一项常旅客及奖励计划。会员通过使用联名信用卡消费或在合作伙伴商户处消费来赚取里数。2018年，该集团推出了“国泰亚洲万里通”移动应用程序，利用区块链技术实现里数赚取的近乎即时、安全的追踪，从而提升了用户体验和业务运营效率。该程序还通过奖励达成每日健康目标的会员来倡导健康生活。然而，其面临的挑战包括商户需要采用兼容区块链的系统，以及忠诚度计划与购票服务采用相互独立的应用程序，这可能会阻碍无缝客户体验的实现。