Enrich Miles changing to Enrich points

[Saanch]

Received a mail today about revamping the Enrich Miles program. Dear Valued Member, At Enrich, our goal remains to make your travel experiences truly rewarding. With that in mind, Enrich is introducing a fare-based earning scheme which makes your every travel experience even more worthwhile, giving you the ease and transparency in earning your frequent flyer points and more value in how you are being rewarded that you deserve. To complement this new fare-based earning scheme, a new tier qualification structure will simplify your progress towards the next tier status, giving you access to more privileges. This progressive milestone elevates Enrich as one of the fore runners of Frequent Flyer Programmes around the world, on par with fellow global airline leaders. Here are some key highlights that will take effect with the fare-based earning scheme on 1st April 2021. Earning Enrich Points for Rewards Redemptions: Earn Enrich Points – Enrich Miles will be known as Enrich Points. Rest assured, your existing Enrich Miles will be converted to Enrich Points on a one-to-one basis. Enrich Points for Fare Paid – You will be rewarded with Enrich Points for every Malaysian Ringgit spent on flights on base fare and carrier-related surcharges. This applies for travels on Malaysia Airlines and MASwings and soon, Firefly which will commence in 2022. Enrich Points for Partial Redemption – You can now earn Enrich Points on the Cash portion when you redeem a flight using Points + Cash. Enrich Points for Lifestyle Partners – Whenever you spend with any of our Lifestyle Partners such as shopping, dining and accommodation, you will continue to earn Enrich Points. Enrich Points for Global Partners – Earn Enrich Points based on distance when you travel on oneworld member airlines and partner airlines including with MH connecting flights, as well as codeshare flights. Earning Elite Tier for Travel Benefits and Lifestyle Privileges: Earn Elite Points - We’re simplifying the ways you can upgrade to your next tier status. Instead of Elite Miles and Elite Sectors, it will be based on Elite Points. Your Elite Miles and Elite Sectors earned until 31 March 2021 will be recalibrated to Enrich Points based on the new structure. Earn Elite Points for Distance Travelled - Elite Points is earned according to the distance you fly and your class of travel on Malaysia Airlines and oneworld member airlines. Keep your Elite Status - If you have already been upgraded to a higher tier before 1 April 2021, not to worry, you will continue to enjoy the privileges of that tier for the year until 31 March 2022. Elite Status and Benefits - Enrich will continue to offer four membership tiers: Blue, Silver, Gold and Platinum and you can be certain that all Elite Status benefits will remain.

 

[Mattg]

Any changes to redemptions/award charts?

I wonder if @trippin_the_rift has any thoughts on the new program?

 

[trippin_the_rift]

Any changes to redemptions/award charts?

I wonder if @trippin_the_rift has any thoughts on the new program?

What brought a cheeky smile to my face was reading the email from Enrich.
Specifically the first few sentences, and the last paragraph.

"Dear Valued Member,"

then at the end

"We remain committed to delivering personalised experiences"

Perhaps I can put this here and members can work out for themselves what the program changes might mean to them.

A more transparent and simpler loyalty programme.

The program changes are so transparent, that it's now impossible to calculate how many points you'll earn from a flight until you're on the final credit card payment page, and it's also simple. In fact, so simple, that the program changes need to be read in conjunction with a 79 question, 12-page FAQ document.

Would have been a lot more transparent, and simpler, to start the member communication with "We've Enhanced Enrich".

 

[AIRwin]

Would have been a lot more transparent, and simpler, to start the member communication off with "We've Enhanced Enrich".

Or relaunch Enrich as "Enhance"?

 

[Mattg]

Funnily enough, the press release refers to the changes as "elevating" the program. The first line then says:

Malaysia Airlines will be further enhancing its loyalty programme...

The word enhance then features two more times, along with a bunch of PR fluff.

The program changes are so transparent, that it's now impossible to calculate how many points you'll earn from a flight until you're on the final credit card payment page, and it's also simple. In fact, so simple, that the program changes need to be read in conjunction with a 79 question, 12-page FAQ document.

Would have been a lot more transparent, and simpler, to start the member communication with "We've Enhanced Enrich".

So, for those of us who haven't read through all 12 pages of the FAQs, what are the actual main changes here?

Surely after years of successive program devaluations, this is an actual improvement... right?!

 

[oz_mark]

"transparent and simpler"

Simpler and fairer has a better ring to it.

 

[trippin_the_rift]

So, for those of us who haven't read through all 12 pages of the FAQs, what are the actual main changes here?

Surely after years of successive program devaluations, this is an actual improvement... right?!

The changes are major and affect how members earn points and how members earn status. Similar grade of changes to Fairer and Simplier.

While I won't detail everything as it is too much to write out, the crux of it are:

- Renaming of all 'Miles' to 'Points'
- Points earning linked to how much you spend, excluding Gov taxes. The earn rate multiplier of 1.2 - 1.8x
(depending on status level) means that the only people who will earn more points under the new system are those paying through the nose for a ticket, or those on deep-discount economy class. Fundamentally, the program changes will now incentivize folks to SPEND LESS.
- No way to know how many points you'll earn until you're at the payment page. Even less transparency when booking via a travel agent or if there is a non-MH flight on your 232 issued MH ticket.
- Elite status power earning will be slightly better if you buy expensive short-haul tickets, and decrease for everyone else
- No changes to redemptions
- No changes to earn on OW partners

This will probably be the final straw that encourages AU based Enrich members to switch loyalty programs.
Big shame. Big big shame.

 

[Saanch]

If anyone interested here is the FAQ

https://www.malaysiaairlines.com/content/dam/mas/enrich/faq/FAQs_for_RBA_27Jan2021.pdf

 

[trippin_the_rift]

FYI, anyone interested in visualising the differences of the new vs old program earning of points and elite status.
Go here for the unofficial calculator: Malaysia Airlines Enrich Program Changes 2021

 

[AIRwin]

Received an email overnight of a further extension of miles/points validity to 31 December 2021...