Etihad Guest Introduces “Gold Elite” Tier, but What’s Next?

So, I got a sweet little “Dear Steven” message in my email today, to announce Etihad’s new “Gold Elite” frequent flyer program tier. This gives Etihad Guests members who earn 125,000 miles a year, or fly 60 segments, some additional benefits, most of which you can probably guess (better seats, lounge access, yada, yada, yada).

Now, I am not suggesting anything negative about Etihad’s new status. Obviously, they have done their homework and feel that there is a need to offer additional differentiation in their Gold tier. However, my question is, when is the criteria for “Loyalty” status going to get away from strictly miles and/or segments flown? In my view, there are several other determinants of “loyalty” that matter more than simply how much someone has happened to fly in the past 12 months. Think about that, and watch this space for a lot more to come on this topic…


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Customer Engagement Strategy for the Airline Industry