LATAM group revamps loyalty programmes

3 Mar 2016 by BusinessTraveller
LATAM has unveiled revamped frequent flyer programmes for its member carriers LAN and TAM, as the group continues to roll out its new brand identity. LAN’s loyalty scheme will now be known as LATAM Pass, while TAM’s will be known as LATAM Fidelidade. The tiers of the respective scheme will now also mirror each other, as follows:
  • Gold (previously Premium for LAN and Blue for TAM)
  • Platinum (previously Premium Silver and Red respectively)
  • Black (previously Comodoro and Red Plus)
  • Black Signature (previously Black across both programmes)
The revamped programmes have improved the “Courtesy Upgrade” benefit offered to members. Previously members would request an upgrade and not find out if it had been granted until they reached the gate – under the new rules members will request the upgrade between 48 and 12 hours before departure, and be emailed with confirmation of any upgrade 12 hours before the flight. This enhancement will be rolled out throughout 2016. LATAM also says that the new programmes “incorporate significant improvements, making it easier to accumulate kilometres and gain access to superior categories, while enhancing the benefits offered to frequent flyers”. These include a reduction in the number of tier miles needed to reach Gold, Platinum and Black tiers, and increased miles/points earning in selected classes and on selected routes Exact benefits and earning opportunities for the new LATAM Pass scheme can be found here, and for the LATAM Fedilidade scheme here (although note that TAM does not seem to be as far down the road in terms of communicating changes to its customers). Members of the two schemes will receive new membership cards with their updated tier classifications in March – LATAM Pass members will continue to earn kilometres, while LATAM Fidelidade members will earn points., Mark Caswell
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