Due to the attractiveness of their product, Emirates has long suffered from having many “customers” who convert points collected through credit cards into Skywards miles and then use reward seats on Emirates flights in Business and First Class. Due to limited award availability, “real” customers who have often flown for a long time to earn the required miles are left empty-handed.

Since this is not in the spirit of customer loyalty, Emirates has taken measures in recent months that are not always popular with everyone (namely, the bank customers), but were indeed taken in the interest of the best Emirates customers.

This includes the termination of bank partnerships, or more frequently the deterioration of conversion rates, the restriction of the usage of First Class awards to status customers, and the non-transferability of these rewards to children under eight years old.

All in all, these are some bold decisions, with Emirates opting against quick money but deciding in favour of the interests of their frequent flyers.

Bravo!