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Jun 15, 2018,  by Allianz Partners Business Insights

Cathay Pacific turns to blockchain to improve its frequent flyer programme

To optimise the user experience of their frequent flyer programme, Cathay Pacific airline and its partner Asia Miles have opted for blockchain technology by Accenture.

Cathay Pacific airline has set up a partnership with technology giant Accenture to use blockchain as part of its frequent flyer programme, according to its partner Asia Miles. With a new platform and an application for smartphones, Asia Miles now allows its members to benefit from a new programme called Unlock More Miles, according to reports on the Tom Travel website.


More transparent and efficient operations


Via this new programme, Asia Miles members will get miles and further benefits, all of which is being highlighted by a publicity campaign. "We are delighted with the marketing campaign resulting from our collaboration with Asia Miles," said Lawrence Fong, General Manager IT Solutions for Cathay Pacific. "We believe that the offer will be very well received."

The integration of blockchain will also bring about a technological improvement in the customer experience for Asia Miles members who will be able to manage their miles via the mobile app both chronologically and also on the move, while getting rewards will become a more fun process. The main advantage is that the various operations will be more transparent and efficient thanks to the automation of data transfer processes.


Data transfer simplified by blockchain


While the design of the new mobile app has been managed by Cathay Pacific and Asia Miles, Accenture was in charge of the entire development that is based on blockchain technology and which takes into account the technical limitations linked to airline travel and the Cathay Pacific loyalty programmes.

Using a securitised database, the application optimises the efficiency of the Asia Miles programme by enabling miles to be managed almost in real time for each third party, i.e. both the beneficiary and the Asia Miles partners. The miles on offer should also now appear in the accounts of the Asia Miles programme members the day after the launch of the marketing operation.

According to Lawrence Fong, the technology developed by Accenture is set to enable Cathay Pacific to offer new services. "We are excited by the idea of being able to allow all our members and partners the chance to benefit from this technological innovation, in particular in the scope of the new marketing operations," said Stephen Sy Wong, Chief Executive Officer of Asia Miles.


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