GOL is implementing a gamification model that will distribute rewards and benefits at various points in the customer's journey, rather than just when the customer reaches a new loyalty tier. This is a pioneering approach in the industry with the aim is to create a more straightforward, flexible, and transparent loyalty program that brings customers closer to the group and recognizes those who choose to travel and earn miles with GOL and the Smiles program.
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GLOGOL and Smiles are once again pushing the boundaries of innovation in the Brazilian airline market by introducing a groundbreaking concept to their loyalty programs. They are implementing a gamification model that will distribute rewards and benefits at various points in the customer’s journey, rather than just when the customer reaches a new loyalty tier. This is a pioneering approach in the industry. The aim is to create a more straightforward, flexible, and transparent loyalty program that brings customers closer to the group and recognizes those who choose to travel and earn miles with GOL and the Smiles program.
Estela Brandão, the CDO at Smiles and CLO at GOL, explains that they have developed a gamification model that offers rewards before customers attain a higher loyalty tier, a feature not seen in the market. This strategy is designed to provide more advantages to passengers, thereby fostering stronger engagement with both the loyalty program and the airline.
The rewards offered will vary based on the customer’s loyalty tier and may include bonus miles, discounts on airfare, access to the GOL Smiles lounge, cabin upgrades on international GOL flights, waived cancellation fees, and free flight rescheduling. Additionally, Smiles will offer passes that allow customers to experience benefits from a tier higher than their own for a day.
For example, in the Silver Category, customers who reach 10 qualifying segments or 10,000 miles will be entitled to the Gold experience, which includes discounts on GOL seats, access to VIP lounges, and two free checked bags. Similarly, Gold Category members can unlock the Diamond category experience after reaching 21 segments or 21,000 miles.
Another exciting feature is that passengers who consistently choose GOL for their air travel will receive even greater rewards. Within the Diamond category, they will enjoy exclusive benefits such as a concierge service to assist them throughout their journey, more cabin upgrades, free cancellations, flight rescheduling, and the ability to gift Gold category privileges to others.
Carla Fonseca, CEO of Smiles and Vice President of Customer Experience at GOL’s Marketing and Sales, emphasizes that these program changes reflect their commitment to enhancing the customer experience and delivering added value to travelers. They have simplified the program to make it more accessible and are showing greater appreciation for those who prioritize flying with them.
To further simplify the program, Smiles is streamlining the rules for category qualification. Under the new model, customers can earn more miles per category. For redeemable miles, the conversion rate is now straightforward: for every R$1 spent, customers will earn 1 mile in the Smiles category, with increasing rates for higher tiers (2 miles for Silver, 3 miles for Gold, and 4 miles for Diamond). Qualifying miles, on the other hand, are granted at a 1:1 ratio for every 1 real spent.
Requalification and category upgrades will also be easier, requiring fewer miles and segments. To attain the Silver Category, customers need to collect 6 qualifying miles or 6 segments; for Gold, it’s 12,000 miles or 12 segments; and for Diamond, 24,000 miles or 24 segments.
In addition to these changes, Smiles will introduce “Rota Favorita,” a service that allows frequent customers in the Silver, Gold, and Diamond categories to register their most-traveled routes with GOL, enabling them to earn more redeemable miles. The number of routes that can be registered and the miles earned per real spent will vary based on the loyalty tier.
It’s worth noting that redeemable miles can be used for various purposes, including booking airline tickets, reserving hotels, purchasing products from Shopping Smiles, and accessing other services through the program’s website. Smiles has partnerships with over 60 airlines serving 1,600 destinations worldwide, as well as partners in fuel supply, car rental, transfers, tours, shows, retail products, pet supplies, health services, and more.
These changes are scheduled to take effect 90 days after customers receive communication about them and will be available starting in November 2023.
Source: GOL
