Now, this is an interesting plot twist. The last few weeks have been extremely interesting in terms of loyalty program news. We’ve seen Vietnam Airlines offer a way into SkyTeam, Norwegian go after SAS EuroBonus frequent flyers and now a selection of Star Alliance airlines is also going after Scandinavian’s frequent flyers. So, let’s dig a little deeper into what is being offered and how it all works.
An Alliance Targeting Frequent Flyers with a Status Match Offer
What makes this news unique is that it is highly unusual for an alliance to offer a status match. In most cases it is single airlines that launch promotions of this sort. The single airline will offer its conditions to move from another airline’s frequent flyer program to theirs, but in my memory, it is unheard of for an alliance to do so.
The alliance in question is the Star Alliance which is going after SAS’s EuroBonus loyalty program members. Specifically, a selection of Star Alliance airlines is offering Scandinavian Airlines frequent flyers a status match and therefore a way back into the alliance the airline just exited.
How Does the Star Alliance SAS EuroBonus Status Match Work?
As I mentioned above it isn’t the entire alliance offering a status match, but a hefty group of airlines within the alliance. Namely the airlines offering the status match for SAS EuroBonus members are:
- Air Canada
- Air China
- Air India
- Ethiopian Airlines
- Lufthansa Group airlines (Miles&More)
- South African Airways
- TAP Air Portugal
- THAI
- Turkish Airlines
- United Airlines
These airlines will offer all SAS EuroBonus frequent flyers a status match. The way that’ll work is very linear and straight forward. Gold and Silver EuroBonus Tier members will be getting an equivalent tier in these airlines’ loyalty program. If you are eligible, you can just make your pick and of which program to move over to.
To get the ball rolling you’ll just have to sign up at this address: staralliance.com/statusmatch. Just keep in mind there is a deadline for the offer. You can apply starting September 1st 2024 until November 30th 2024.
Targeting Customers Unsatisfied of The SkyTeam Move
The intent is clear. Star Alliance senses it could win back some valuable customers. The SAS SkyTeam move is certain to have upset part of the frequent flyer base, particularly those that travel frequently via Frankfurt, Munich, and Zurich. While the wound of the move hasn’t healed Star Alliance take back some of these loyalty customers. SAS was after all a founding member of the Star Alliance and customers where deeply integrated into the alliance’s ecosystem.
Also, as we delved into a few days ago it seems like EuroBonus miles have lost some of their value in the SkyTeam alliance as they are only worth half their nominal value when booking with two airlines specifically. You can read about that here. That also was an unforeseen and unpleasant surprise.
Add Comment