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Frequent flyer programs once followed a basic formula: the more you fly, the bigger the reward. But as lifestyles evolve, the ways that airlines define and reward loyalty are changing, too.
At the centre of this shift is a desire for more flexibility and value. As loyalty programs have grown, survey data shows consumers aren’t just chasing points for their own sake; they are looking for personalised benefits and broader partnerships.
They want perks that make their journeys easier, such as smoother airport experiences, more choice between carriers, and the ability to shape how they earn and use rewards. Here’s how frequent flyer programs are changing in response to this sentiment.
Rewards in the air – and on the ground
One of the most notable shifts in frequent flyer programs has been the rise of earning rewards on the ground. From cafes to hotel stays to booking cultural activities, the act of accumulating miles is no longer tied solely to flight frequency.
On Singapore Airlines’ KrisFlyer program, for example, travellers can earn miles at restaurants and retailers via Kris+, while Pelago, the airline’s travel experiences platform, allows members to earn miles when booking tours, events and activities in destinations around the world.
Credit cards are a central part of this new model. The HSBC Star Alliance Credit Card enables travellers who select KrisFlyer as their status carrier and meet eligible spend thresholds to fast-track to KrisFlyer Elite Gold status, unlocking perks such as priority check-in and boarding, additional baggage and access to more than 1,000 Star Alliance lounges worldwide.
Making miles easier to use
Programs are also offering more transparency around how miles convert into real travel. KrisFlyer’s fixed-price saver awards chart means members know exactly what to expect when redeeming.
For instance, 50,000 miles – which can be earned through the HSBC Star Alliance Credit Card’s tiered offer* – could cover a one-way business class flight from Perth to Singapore (42,500 miles), or a one-way economy flight from Sydney or Melbourne to various destinations in South-East Asia (29,000-44,500 miles).
Partnerships afford greater flexibility
While many airlines provide options to earn points via retail purchases and credit cards, some offer partnership ecosystems with other airlines to set themselves apart in a highly competitive market.
For example, Singapore Airlines membership in the Star Alliance – the world’s largest airline alliance – offers a network that extends well beyond any individual carrier.
Members can earn and redeem miles across its 25 partner airlines, serving 1,160 airports in 192 countries. Gold or silver status is recognised across the network, meaning members can enjoy perks such as lounge access and additional baggage worldwide.
In Australia, Singapore Airlines’ reciprocal relationship with Virgin Australia means KrisFlyer Elite Gold members also have access to Virgin’s vast domestic lounge network, and the ability to transfer points or miles across programs, something that many airlines do not allow.
The evolution of how airlines reward their customers reflects a broader rethink of what loyalty looks like today. As consumers demand greater flexibility, airlines have opened other avenues to both earn and redeem perks. But not all frequent flyer programs are created equally, so it pays to evaluate what matters most to you.
*T&Cs, min. spend, eligibility and lending criteria apply. Exclusively for members who are Australian residents. Credit provided by HSBC Bank Australia Limited ABN 48 006 434 162 Australian Credit Licence 232595.