Take-off: Air China’s frequent flyer programme now has 50 million members

BEIJING - By the end of 2017, the number of people subscribed to mainland China's leading frequent flyer programme, Air China’s PhoenixMiles, had hit 50 million for the first time - and the scheme is now looking to work with its members to usher in the next 50 million.

Air China launched the Chinese civil aviation industry's first frequent flyer programme in 1994. In 2013, "Air China Miles" changed its name to "PhoenixMiles" and began to roll out the scheme to partner carriers in the Air China family, including Shenzhen Airlines, Shandong Airlines, Air Macau, Dalian Airlines, Air China Inner Mongolia, and Tibet Airlines.

Through Air China’s membership of Star Alliance, PhoenixMiles members are now offered the choice of 1,330 airports in 192 different countries. PhoenixMiles currently extends to 38 partner airlines, of which 28 belong to Star Alliance.

PhoenixMiles also has more than 160 non-airline partners, in industries as diverse as hospitality, banking, car rental, insurance and food/drink. The programme has teamed with 10 well-known Chinese banks to issue a joint PhoenixMiles credit card - which currently boasts 8.5 million users. www.airchina.com.au (ATI).