—Can the JPY 3 million spending threshold be combined across multiple SFC cards? Is ANA seeking to increase card spending by using lounge access as an incentive? Why was the Star Alliance status of SFC LITE members changed to Silver?
Qualification will be determined by aggregating spending, including through ANA Pay.
The intention is not to use lounge access as an incentive. Rather, ANA aims to create a cycle in which revenue gained from increased card spending is reinvested in facility investments, such as lounge expansions, and in customer rewards.
Regarding the change in Star Alliance status, because restrictions—including no access during busy periods and an advance-reservation system—will be placed on domestic lounge use, ANA had no choice but to change the status to Silver under Star Alliance common rules. Under those rules, Gold status and access to partner lounges are administered as an integrated benefit. SFC PLUS members, meanwhile, will receive additional benefits, including 5,000 bonus miles per year.
—Given that ANA has previously encouraged SFC enrollment with messaging such as “status for life,” why were no transitional measures introduced based on the length of membership, such as years of membership or vested rights?
ANA acknowledged that it had previously provided guidance to Platinum members and above that suggested lifetime status, and sincerely and deeply apologized for betraying members’ expectations.
ANA did not introduce measures based on years of membership because, while it appreciates long-standing patronage, creating distinctions or exceptions based on membership duration would undermine the rationality of the program as a whole when considering future customers and the long-term sustainability of services. The program was designed on the premise of treating past, present, and future customers equally. ANA evaluates past flight activity through its Million Miler Program and recognizes that methods of evaluating lifetime activity, including everyday spending, are an issue for future consideration.
—What is ANA’s view on the fact that SFC LITE members will lose benefits such as priority boarding, priority baggage delivery, and partner lounge access when flying other airlines after becoming Star Alliance Silver members? What alternative proposals were considered during the process that led to the redesign?
ANA said it was a difficult decision and apologized for the restrictions on priority services when using other airlines. However, when flying on ANA-operated services, members will continue to have access to various priority services, including check-in, boarding, and baggage handling, as well as ANA’s own lounges at Haneda, Narita, and Honolulu, as before.
During the review process, ANA also calculated the impact of lowering the threshold to JPY 2 million. However, it concluded that the JPY 3 million threshold was the most reasonable approach, as congestion would not be resolved and the number of lounge access slots available to LITE members through an advance-reservation system and similar measures would be sharply reduced.
—How does ANA view the issue of corporate business travelers who cannot use personal card payments under their companies’ rules and therefore cannot qualify for SFC PLUS? Are there concerns that requirements will be tightened further in the future?
ANA has no plans to make the requirements stricter in the future and basically intends to improve services and enhance rewards.
ANA recognizes the issue in corporate travel where the passenger, an individual, and the payer, a company, are different. However, customers who frequently fly on business trips can continue to use lounges and priority services as before by earning status such as Platinum membership through flight activity in a single year, measured in Premium Points. This is the result of organizing and clarifying the respective roles of Premium Member services, which are based on flight activity, and SFC, which is based on everyday spending.
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