Members of Air China's Phoenix Miles loyalty program pose for a photo at an event in Beijing on Wednesday to celebrate the 30th anniversary of the program. [Photo provided to China Daily]
Air China marked a significant milestone on Wednesday as it celebrated the 30th anniversary of its Phoenix Miles loyalty program with a grand event in Beijing. Themed "Life's Journey, Companion of a Lifetime," the event honored the program's remarkable growth and development and offered a glimpse into its future plans.
Launched in 1994 as the first frequent flyer program in the Chinese mainland, Air China's "Phoenix Miles" (originally named "Guo Hang Zhi Yin") has become a cornerstone of the service the airline offers. Over the past three decades, the program has expanded significantly, now boasting over 93 million members across Asia and beyond. In 2013, the program was rebranded as "Feng Huang Zhi Yin" — Phoenix Miles — and became the first multi-airline frequent flyer program in Asia, further solidifying its status as a leader in the aviation loyalty sector.
The anniversary event was attended by over 300 guests, including representatives from the Civil Aviation Administration of China (CAAC), the State Sports General Administration, the China Disabled Persons' Federation, as well as leaders from various partner organizations and over 85 Phoenix Miles members. Among them were representatives from Air China's affiliates, including Shenzhen Airlines, Shandong Airlines, and other key aviation and non-aviation partners.
The celebration not only reflected on the program's growth but also unveiled exciting new features and rewards for members. A special announcement included the launch of the Phoenix Miles' VIP Member Incentive Program, which will take effect in January 2025. Under this program, members who reach specific spending thresholds will enjoy a host of enhanced benefits, including upgrade vouchers, seat selection vouchers, mileage extensions, and free ticket change options.
Air China celebrate the 30th anniversary of its Phoenix Miles loyalty program onboard on Tuesday. [Photo provided to China Daily]
The event showcased the continued evolution of the Phoenix Miles program, which now offers a comprehensive suite of services catering to a wide range of travel needs. Members can now enjoy benefits at every stage of their journey, from pre-flight, during the flight, and post-flight experiences. The program's enhancements were highlighted through an interactive display illustrating the program's new features and benefits, demonstrating Air China's deep commitment to serving its diverse member base with personalized, flexible options.
The anniversary event was also marked by the unveiling of special commemorative activities. From December, Air China will offer exclusive rewards, such as double miles and special gifts, for members flying on designated routes and classes. Additionally, select flights will feature "Phoenix Miles 30th Anniversary" branding, further connecting members to this celebratory moment.
Since its launch, the Phoenix Miles program has not only contributed to Air China's business success but has also reinforced the airline's reputation for customer service excellence. The program has continuously evolved to keep pace with the changing demands of frequent travelers, integrating new services and features that help foster long-term loyalty.
As Air China celebrates this momentous 30-year achievement, the airline remains focused on fulfilling its promise to provide unparalleled service to its passengers while embracing the future of air travel.
