An Emirates First Class lounge in Dubai.
Emirates’ Skywards is launching a new premium Platinum tier from April 1.
Passengers will need to notch up 150,000 miles a year – three times that of Gold – to become Platinum members. It marks the first new category for the frequent flyer programme in 12 years.
Speaking exclusively to Business Traveller Middle East, Brian LaBelle, Senior Vice President, Skywards, said the new tier marked a “natural evolution” and desire to retain and reward its highest repeat travellers.
Platinum members will receive exclusive benefits usually reserved for First Class passengers, including check-in, baggage delivery and access to First Class lounges in Dubai with a guest.
They can continue to use all Emirates Lounges around the world, also with a guest, and will receive 20kgs of additional baggage, regardless of their class of travel.
To enable Platinum members to share their benefits with the rest of their family, a Gold ‘Partner’ card has been introduced, which means that family members can enjoy Gold privileges even when travelling separately.
Platinum members will be guaranteed a business or economy class seat at Flex fares and receive access to a business or economy class ‘Last Seat’ Flex reward.
LaBelle declined to say how many platinum customers it was targeting, but anticipates a “large proportion” will be from the UAE, mirroring the same trend in Gold and Silver. Skywards’ membership now stands at 8.6 million globally.
Skywards Platinum will be integrated with the platinum tier of Qantas, Emirates’ new global partner.