Binter has restructured its BinterMás loyalty program with three fundamental novelties: the creation of the new superior category BinterMás Cumbre above the Gold level, the combined requirement of number of flights and "level points" to be able to move up in category, and an update in digital tools for managing and redeeming points.
With the introduction of the BinterMás Cumbre level, the airline adds a step of greater exclusivity for its most frequent passengers, offering benefits such as the allocation of extra points on the route to Madrid, the possibility of gifting a Gold card to a third party, redeemable tickets with discounts, and fare upgrade options.
This new level adds to the traditional benefits of the lower categories, which include access to VIP lounges, use of Fast Track, priority on waiting lists, an additional 23 kg baggage allowance, and preferred seat selection.
The most relevant change in the program's mechanics lies in the new model for changing levels. By conditioning advancement on a joint combination of journeys taken and accumulated level points, progression is no longer solely dependent on travel frequency.
In practice, this system rewards the purchase of higher or more flexible fares and makes it more difficult for users who predominantly fly with promotional tickets to move up in category, which implies an implicit increase in the cost to reach higher statuses.
On the other hand, the creation of the new level within the program generates a reorganization in the hierarchy of advantages. By placing Cumbre at the highest tier, the Gold category is no longer the company's maximum reference, which in practice may reduce priority for its members in key aspects such as waiting list management or preferential boarding assistance in favor of customers of the new class.
Likewise, Binter has modified the digital management platform to simplify balance inquiries and redemption options within its network of more than 30 associated companies, which includes hotels, car rentals, and service stations.
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