Diamond, Gold and Silver members of Cathay Pacific’s Marco Polo Club frequent flyer programme can now get complimentary access to Pacific Place mall’s new Above loyalty scheme.

Pacific Place, a high-end shopping centre located in Hong Kong’s Admiralty district, recently launched Above to provide regular visitors with shopping and dining privileges. Among the benefits are offers and rewards based on spending, lifestyle experiences from the 70-plus brands located at the mall, and personalised service.

The programme is divided into two tiers – Above Blue and Above Gold – and members of Marco Polo Club will get a sort of “status match” when they join. Gold and Silver members will receive an Above Blue membership, usually earned after spending HK$5,000 (US$640) in one day or HK$7,500 (US$960) in two months. Meanwhile, Diamond members get a complimentary Above Gold membership, typically attained after spending HK$40,000 (US$5,121) same day or HK$90,000 (US$11,522) within two months. Both last for 12 months.

So what do Marco Polo Club members get from being part of Above?

Members can earn one point per HK$1 (US$0.12) spent at the mall (Diamond members who renew their Above Gold membership also receive a bonus 10,000 points). These can be redeemed for gift vouchers by Above Blue and Gold members, however only on a quarterly basis.

Above Gold members can also use their points to redeem valet parking services, as well as day passes to Pacific Place’s private lounge, Pavilion. A one-time complimentary pass to the lounge is also offered as part of the Above Gold tier.

Additional benefits include VIP offers, “birthday delights”, year-round shopping and dining privileges and event invitations for both tiers, as well as invitations to culinary experiences and four hours’ car parking after spending HK$300 (US$38.4) for Above Gold members.

According to Pacific Place general manager, Fiona Shiu, the new agreement between Above and Marco Polo Club “will redefine what loyalty programmes can offer their members”.

Marco Polo Club has been gradually enhancing the benefits it offers its members over the past year, particularly within Hong Kong. Back in January, it began partnering with the Four Seasons Hotel Hong Kong, enabling elite members to get benefits such as complimentary room upgrades. Meanwhile in June, it started offering Diamond members priority booking when making reservations at 13 Hong Kong restaurants and bars.

Both Cathay Pacific and Pacific Place are part of the Swire Group.

cathaypacific.com; above.pacificplace.com