CEO Blog

14 April 2022

Written by Ravindra Bhagwanani on . Posted in Archives

Frequent travellers are sensitive to any issue around peace in the world as it is seen as basis to freedom. As such, it is not surprising that many Frequent Traveller Programs have started donation initiatives to support Ukraine by encouraging members to redeem their loyalty currency. While each such initiative is welcome, it is nevertheless a good idea to look at how your points are used. Unfortunately, many programs see such donations even in the current context primarily as mean to reduce their liabilities at a low cost – what is not really what Ukraine needs now. One of the best initiatives comes though from Ukrainian hotel chain Premier Hotels, which has launched its campaign “Visit Ukraine in Future”: Customers (not limited to members of their loyalty program Premier Club) are invited to purchase a non-refundable fare, which they can use for a hotel stay once Ukraine opens again for visitors. The reservation needs to be paid immediately and 50% of the money received are donated to a national military-medical clinical center. This initiative is in practice not available to Russians wishing to express their support by such gestures as a credit card payment is required, but other points-based initiatives certainly are.