Flying Blue introduces Choice Benefits: now the race to Ultimate is studded with intermediate rewards

Flying Blue has officially introduced Choice Benefits, a new feature designed for members Platinum e Ultimate which allows intermediate rewards along the way to the highest level of the program.

In practice, Air France-KLM makes a very clear choice: instead of leaving frequent flyers "high and dry" between Platinum and Ultimate, it inserts small progressive milestones that reward those who continue to fly and grind XP or UXP. The logic is very similar to that already seen in other European programs, e.g. the Extra Benefits by Miles & More .

It is also an interesting move because it comes at a time when Flying Blue is trying to make the program more attractive to those who fly so much with Air France and KLM. Today to get to Platinum needs 300 XP beyond Gold, while to obtain Ultimate needs 900 total UXPs, that is, qualifying points accumulated on Air France and KLM flights.

With Choice Benefits, that long climb is no longer just a race to a distant finish line, but is broken up by three intermediate checkpoints.

How Choice Benefits work

The mechanism is simple: Whenever a certain threshold of XP or UXP is reached., you unlock a benefit of your choice.

The member has six months time to select it from your profile on airfrance.com or klm.com, in the section Benefits. Once the choice is made, can no longer be changed to the next finish line, and the advantage remains active for 12 months.

Some awards, such as bonus miles or additional XP, are credited automatically; others, such as gift status cards or upgrade vouchers, require activation through the dedicated service line.

The three planned goals

The first shot arrives at 450(U)XP. Here you can choose from 15,000 miles, 20(U)XP, one 20,000 mile overdraft or a Silver Flying Blue status card to give away.

At the finish line of the 600(U)XP options rise to 20,000 miles, 30 (U)XP, overdraft of 30,000 miles or Gold status card.

Finally, at 750(U)XP you can choose between 30,000 miles, upgrade voucher, overdraft of 40,000 miles or a Platinum status card.

It is a psychological mechanism before it is a commercial one. Because between Platinum and Ultimate there is a huge gap, and without intermediate incentives the risk was that many frequent flyers would stop chasing the higher level once you put Platinum in your pocket. With this novelty, however, the program tries to keep up the momentum and reward loyalty more continuously.

We evaluate the various benefits

Of course, not all benefits carry the same weight. At first glance, bonus miles seem the most straightforward choice, while the "miles overdraft" is likely to be a useful solution only for specific cases.

Interesting, however, is the possibility of give status, especially for those who often travel in pairs or want to "fix up" a family member or colleague. The third-level upgrade voucher, then, is probably the most intriguing award for those who want an immediately perceptible benefit while traveling. This part is an evaluation, but consistent with the award structure announced today.

In conclusion

For those who follow the loyalty world closely, this is news to keep an eye on because it confirms a clear trend: Loyalty programs are trying to better reward those who stay within the ecosystem, not only with the big final goal but also with intermediate steps.

Lufthansa does it with Extra Benefits, Flying Blue now responds with Choice Benefits. And it is not hard to imagine that, if it works, it could be extended to other program levels in the future. Flying Blue has already indicated that the launch covers Platinum and Ultimate members internationally and that in the future the program may be expanded to other tiers.

• Flying Blue