Cathay Pacific Asia Miles Go Blockchain

Cathay Pacific Asia Miles Go Blockchain

by May 9, 2018

The Cathay Pacific Group and its rewards programme, Asia Miles, are launching their first application of smart blockchain technology in a marketing campaign, in collaboration with Accenture.

asia milesThe innovative technology is at the core of a new platform and mobile application for a newly launched Asia Miles dining promotion in Hong Kong – Unlock More Miles – Asia Miles members will have miles earned credited to their accounts within next day.

The beauty of this initiative is that it helps improve business efficiency by minimising back-office administration.

The Mobile App has been designed by Cathay Pacific and Asia Miles. It has been delivered by Accenture, using a mixture of deep blockchain, loyalty and aviation industry technology expertise.

By harnessing blockchain technology, the Cathay Pacific Group and Asia Miles are providing Asia Miles partners with a single data source when managing account activity. This allows Asia Miles, partners and members a near real-time ability to manage rewards.

Speaking on the development, Cathay Pacific General Manager IT Solutions, Lawrence Fong, said:

Lawrence Fong

Lawrence Fong

“Cathay Pacific is committed to benefiting customers through innovation and technology. We are pleased to partner with Accenture and we will continue to leverage its technology to develop more applications that our customers value.

As a start, we are very excited by the first offering resulting from our co-operation – the marketing campaign launched by Asia Miles which we expect to be well received. ”


Asia Miles Chief Executive Officer, Stephen SY Wong, said:

“As Asia’s leading travel and lifestyle rewards programme, Asia Miles aims at improving member experience with blockchain technology through gamified miles earning and faster miles crediting.

Continuing a culture of innovation and adapting new technologies, we are keen to extend this initiative with other marketing campaigns across our partner network in the near future, continuing to bring added values to our members and partners.”


As the Cathay Pacific Group actively pursues new technology, the use of blockchain defines the future of business using a transparent and secure transaction database. With Asia Miles’ newly launched “Unlock More Miles” marketing campaign in dining as an example, key stakeholders including members, partners and the company will all benefit in various ways.

Better experience

The “Unlock More Miles” marketing campaign will allow Asia Miles members to keep track of their miles earning journey in a timely manner, even if they are on the go via the Asia Miles Mobile App.

Enhanced engagement level

Member engagement and participation can be boosted where “gamification” is enabled to create an element of fun in their miles-earning journey.

More efficient operation

Transaction history will be transparent between Asia Miles and participating dining partners in Hong Kong by sharing the same set of data. Data fulfilment procedures can be automated to drive better efficiency.

To learn more, view the video below.