Cathay Pacific rolls out blockchain loyalty campaign

Leveraging blockchain for quicker and more seamless transaction settlements

The Cathay Pacific Group and its rewards programme, Asia Miles, are launching their first application of smart blockchain technology in a marketing campaign, in collaboration with Accenture.

By harnessing blockchain technology, the Cathay Pacific Group and Asia Miles are providing Asia Miles partners a single data source when managing account activity. This allows Asia Miles, partners and members a near real-time ability to manage rewards.

Leveraging blockchain for quicker and more seamless transaction settlements

The technology will kick off with an app for the Asia Miles dining promotion in Hong Kong – Unlock More Miles, allowing Asia Miles members to have miles credited to their accounts within the next day.

Cathay Pacific general manager IT solutions, Lawrence Fong, said the two “will continue to leverage the technology to develop more applications that our customers value”.

The mobile app was designed by Cathay Pacific and Asia Miles, and delivered by Accenture, using a mixture of deep blockchain, loyalty and aviation industry technology expertise.

Asia Miles CEO, Stephen SY Wong, said: “Asia Miles aims at improving member experience with blockchain technology through gamified miles earning and faster miles crediting.”

“Blockchain is helping industries across the globe to transform their workflows, making complicated business processes run more smoothly and added, including enabling quick and seamless transaction settlements,” said Peter Yen, a managing director at Accenture.

As the Cathay Pacific Group pursues new technology, the use of blockchain is expected to define the future of business using a transparent and secure transaction database.

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