GF relaunches its loyalty programme

Gulf Air has launched its new look frequent flyer programme, offering passengers the chance to win a million frequent flyer miles, along with other additional benefits and enhanced services.

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By  Neil Denslow Published  September 2, 2003

Gulf Air has launched its new look frequent flyer programme, offering passengers the chance to win a million frequent flyer miles, along with other additional benefits and enhanced services.

The FFP, re-named as the Gulf Air Frequent flyer programme, allows customers from as young as two to earn miles as members of the programme every time they fly on Gulf Air, Gulf Traveller or Oman Air flights.

“Gulf Air was the first Middle East airline to introduce a loyalty programme for frequent flyers, and it has benefited many loyal members since its inception in 1994,” said Michael Johnson, manager, loyalty programmes. “However, like the everything in the airline, the programme has been under review with the aim of improving the benefits and services it offers along customer-centric lines.”

One of the biggest changes is the fact that members can now earn and redeem miles over a 10-year period rather than three years. Most of the changes though, are designed to simplify the earning and redemption of miles in exchange for benefits and services.

“This is especially noticeable in the free flight redemption bookings where we have shortened booking periods and relaxed the rules for changing reservations,” says Johnson. “Another significant improvement is that after 26 October 2003 upgrades using miles can now be confirmed before travel.”

Other aspects of the programme remain the same. Full first class fare passengers still earn triple miles, full business class fares double miles, and full economy class fares earn one mile per mile flown. Passengers travelling with discounted tickets will still earn miles, with discount first and business class fares attracting miles at 70% of the full fare entitlements. Discount economy class passengers’ entitlement will depend on the level of the discount.

FFP members will also continue to receive excess baggage, priority check-in, priority baggage handling, priority waitlists and lounge access depending on their membership level.

Landor Associates, the branding agency responsible for Gulf Air’s new corporate identity and livery, played an active role in overhauling the FFP, which retains a link with the past. “While the Falcon programme name has been dispensed with, we have retained a visual link with the past,” explains Johnson. “Key pieces of programme material, including membership cards, luggage tags and member handbooks, all feature Al Sager Falcon feathers photographed by leading photographer, Simon Walton.”

“Of course, we have changed a great deal more than the name and the look. The new benefits, and exciting innovations including the chance to win one million miles and new programme structure make our Frequent flyer programme one of the most attractive in the world,” he adds. “They will also make flying with Gulf Air more convenient and a great deal more rewarding.”

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