Innovations in Loyalty Management: A Case of Asia Miles

Abstract

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.