Latam grants lifetime Black status to loyal customers – 03/07/2024 – Tourism

Starting this Thursday (7), customers of the airline Latam will be able to enjoy the privileges of the company’s loyalty program, the Latam Pass, for life. In a ceremony in the main hall of the Theatro Municipal de São Paulo, the company announced that, annually, it will select the most loyal long-term passengers to present them with the benefit.

Initially, 146 Black customers and 654 Platinum customers were awarded. These people, who according to the company were those who most chose Latam to fly in recent years, will be entitled to preferential check-in and boarding, access to VIP lounges, exclusive service, complimentary cabin upgrade, priority baggage and some other benefits for the rest of your life.

“This is our ‘thank you’ and the greatest recognition we have ever given to our most loyal customer. In this first year, 800 people will have the privilege of having a lifetime category. Our commitment is to continue to always recognize those who choose the most Latam when flying”, says Martin Holdschmidt, general director of Latam Pass.

Typically, the statuses gained by customers in loyalty programs are renewed every 12 months — it is necessary to maintain frequency on flights with a particular company throughout each year to not lose the status and benefits associated with them. With the new benefits, the airline’s most loyal customers will no longer need to worry about the possible loss of their status.

To reach the Black category in Latam, for example, you need to accumulate 80,000 qualifying points throughout each year. Points are calculated based on the amount of money spent on tickets. According to Latam rules, 80 thousand points are equivalent to R$32 thousand reais spent on national tickets or just over US$13 thousand (around R$73 thousand) on international tickets.

Recently, Latam also started to remotely board its Black Signature customers, the highest category of the program, in Congonhas, with Audi electric vehicles — one of the treats offered to those who fly most with the company.