CEO Blog

Written by Ravindra Bhagwanani on . Posted in Archives


While the process might be less structured than one would hope for, the programs of the LATAM Group seem finally ready to merge. The redemption platform for LATAM Pass and LATAM Fidelidade has now moved to the coalition program Multiplus (also majority owned by LATAM), but it is not yet fully clear what really happens in detail: Some alignment between the programs took place in the past, but there are still considerable differences between the offerings, e.g. a distance-based versus a regional award table or the large number of Star Alliance partners still partnering with LATAM Fidelidade, a legacy from TAM’s past in Star Alliance. Aside from the technical challenges of merging two major programs, customers are obviously especially interested in the value proposition and don’t yet really have full information as to what is happening here. Let’s hope for the best!