Airline frequent flier programs in Europe have adopted a revenue-based status qualification system, following the US trend. Finnair started this approach, and British Airways (BA) and Iberia followed suit with significant spending requirements that make achieving basic tiers nearly impossible for most travelers.
Flying Blue, the loyalty program of Air France-KLM, has introduced a “revenue component” but is hesitant to adopt more substantial measures. Senior Vice President Benjamin Lipsey acknowledges the need for revenue-based qualification but warns it could drive “irrational behavior” among customers. Instead, Flying Blue aims to encourage loyalty through gamification opportunities.
The program’s current requirements include earning 100 XPs (SkyTeam Elite) for Silver, 180 XPs for Gold, and 300 XPs for Platinum. Lipsey suggests that a minimum spend requirement could be implemented but emphasizes the importance of maintaining trust between the airline and its customers.
As credit card point conversions become increasingly important, Flying Blue is targeting US banks to boost revenue. The program’s changes have sparked criticism from loyal customers who are struggling with new requirements. With Virgin Atlantic status-matching BA elites and a “status match” campaign for disaffected customers, Lipsey hopes to retain loyalty.
The introduction of a spend-based system poses significant risks, including the potential to alienate leisure travelers. As the program continues to evolve, it’s essential to evaluate whether the benefits outweigh the costs. With changes on the horizon, it’s crucial to consider whether these loyalty programs are worth the money they require.
Source: https://loyaltylobby.com/2025/02/22/air-france-klms-flying-blue-considers-revenue-component-for-status-qualification