South African Airways (SAA), has today announced revolutionary changes to SAA Voyager positioning it as the frequent flyer programme of choice on the African continent.
The changes according to a release are in line with the airline’s Long-Term Turnaround Strategy (LTTS). SAA Voyager is a key element of the SAA Group’s customer value proposition and aligns with SAA’s Vision of Africa’s Leading World-Class Airline.
Speaking on this development, Nico Bezuidenhout, SAA Acting Chief Executive said “In terms of the Strategy, our key deliverables for the Voyager programme are non-negotiable Immediate interventions were required to improve our customer value proposition to ensure customer retention in the highly competitive domestic, regional [Africa] and international market.”
Suretha Cruse, SAA Executive Customer Loyalty at the launch event of the Re5 campaign also said “The programme changes which, for the most part, will come into effect on 1 February 2015, focus on our enhanced customer value proposition. “Our members have spoken, experts and analysts have commented, and we have listened.”
The Re5 campaign, the release noted was anchored on five key programme changes. It has been designed to respond to Voyager members’ feedback; the objectives of the airline’s LTTS; and in alignment with SAA Voyager’s aspiration to become Africa’s Leading World-Class Loyalty Programme (SAA Voyager’s Vision).
The campaign was supported by an elegant marketing drive which has been rolled out on board SAA’s aircraft and billboards. SAA Voyager members will receive a newsletter detailing the elements of the Re5 changes
“SAA Voyager’s strategic objectives are clear in that we want to attract new and retain valued customers, by recognising their loyalty and reward them fairly through the earning and spending of Miles. Of equal importance, our objective is to provide excellent customer service. We are therefore delighted to present to our most valued customers a best-in-class and Africa-first revenue-based frequent traveller offer,” adds Cruse.
SAA Voyager also announced its expansion plan in terms of its future partnership categories for both earning and spending of Miles, thus reinforcing its intent to evolve from a multi-sector retail and travel frequent flyer programme to that of a purist loyalty programme. “Whilst earning and redeeming Miles will continue to be foremost about flying, we will as a priority, be securing a solid footprint on the African continent and every effort will be made to present our valued members with more choices for their Miles. We want to be part of their lifestyle and to each and every one of them we say, we would like to be: Forever Part of Your Journey”, she concluded at the exclusive SAA Voyager media launch.
The press release from the company also affirmed that effective from 1st February 2015, members should look forward to the following:
1. All SAA Voyager members world-wide will earn Miles for travel on flights operated by SAA, based on the ticket price (base fare and fuel levy) rather than the distance travelled. Under the new SAA exclusive earning structure, all members will receive 1 SAA Voyager Mile per ZAR 1.60 spent and the accumulation of Miles under this earning structure, will count towards Tier status. Silver, Gold, Platinum and Lifetime Platinum members will earn additional miles based on their status on the day of departure. SAA will furthermore no longer restrict its SAA Voyager members to a minimum or maximum amount of miles when travelling on flights operated by SAA.
2. All SAA Voyager members world-wide will be able to spend their Miles for any available seat for travel on flights operated by SAA.
3. The redemption of Miles under this new structure will be applicable to the base fare and fuel levy of a member’s requested flight(s), referred to as an SAA exclusive Dynamic Award. During the initial phase, SAA Voyager members will be able to use their Miles as full payment. During the course of 2015, part payment of Miles and cash will be introduced and members will be informed when the technology supporting this feature, has been finalised for implementation.
4. Based on the new SAA exclusive earning and spending structure, SAA Voyager members’ loyalty towards SAA will be rewarded with a leading principle of at least 5% return on their SAA spent when requesting an SAA exclusive Dynamic Award for an SAA operating flight. Therefore, if an SAA Voyager member has spent R5,000 on an SAA operating flight, a value of R250 in loyalty Miles as a currency will be available to spend towards an exclusive SAA Dynamic Award.
5. As part of these changes, which will be effective 1 January 2015, SAA Voyager reviewed and improved the benefits of members based on their status in the programme, ensuring that loyalty over time is rewarded.