KLM's Flying Dutchman programme, now more than 10 years old, is being completely overhauled to build loyalty among its 2m global members.
It is being re-engineered in an effort to provide greater transparency, reflecting the difficulties many companies in the airline industry have had in persuading their customers that their reward programmes are genuinely worth participating in.
The airline is working with Carlson Marketing Group on the revamp, which gets under way before the end of the year. Under the new scheme, customers will earn miles rather than points based on the actual distance they fly.
There will also be four new tiers to the programme, called Blue Plus, Silver Elite, Gold Elite and Platinum Elite. They replace the BlueWing, SilverWing and RoyalWing levels.
From next year, members of the Flying Dutchman scheme will be assessed annually to see whether they have accumulated sufficient miles to retain the same membership level.
Flying Dutchman's overhaul brings it into line with WorldPerks, the loyalty scheme run by KLM's US partner Northwest Airlines.
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