Latest news with #travelchallenge
Skift
28-06-2025
- Business
- Skift
Extreme Loyalty: The Airlines Turning Travel Into a Competitive Sport
In a drive for loyalty and attention, high-stakes travel challenges are growing in popularity. These airline campaigns generate buzz, but they also raise thorny questions around ethics, sustainability, and long-term brand impact. Earlier this week, JetBlue launched one of the quirkiest promotions by a U.S. airline in years: a loyalty challenge that rewards customers who visit 25 JetBlue destinations by the end of 2025 with coveted perks through 2050. To mark its 25th anniversary, the '25 for 25' campaign offers members of its TrueBlue loyalty program a quarter-century of Mosaic 1 status – part of JetBlue's elite tier – plus up to 350,000 bonus points. Members who hit 15 destinations earn 150,000 points; 20 destinations bring an additional 200,000 points; and those who hit the full 25 unlock the status windfall. Ed Pouthier, the carrier's VP of loyalty and personalization describes the promotion as 'a thank you to the customers who've helped us reach 25 years of incredible growth.' While headline-making in the United States, JetBlue's campaign is just the latest in a global wave of high-concept airline marketing stunts. Abu Dhabi's Etihad Airways launched 'The Extraordinary Challenge' at the end of May. It is offering Etihad Guest members the chance to win up to 5 million miles by flying to each of the airline's 15 new destinations. The first to complete the challenge will win 5 million points; the second, 3 million; and the third, 1 million. In marketing materials, the UAE carrier says that 5 million Etihad Guest miles 'can equate to over 500 Economy flights, or more than 70 trips in Business, or more than 40 unforgettable journeys in First.' To qualify, participants must fly to or from all of the following destinations by May 25, 2026: Addis Ababa, Algiers, Atlanta, Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Peshawar, Phnom Penh, Prague, Sochi, Taipei, Tunis, and Warsaw. Service to some of these destinations doesn't start until later this year. Getting Creative, But At What Cost? 'Like all companies, airline marketing campaigns have had to get creative to break through and grab people's attention, especially when the subject is somewhat mundane like new seat upholstery or new destinations,' says Scott Keyes of Going (formerly Scott's Cheap Flights). 'But Etihad's campaign of offering 5 million miles to one winner is perhaps the most audacious and attention-grabbing attempt I've seen for a new route announcement.' Chelsea Curran, director of integrated PR, destinations, resorts, and experiences, at Crowe PR, offered additional behind-the-scenes insight about the latest campaigns and similar stunts. 'We've seen airlines, hotels, and hospitality brands jump on PR stunts for years designed to help them spark global attention,' she says. 'These are geared towards doing more than just going viral: They are well designed to help generate long-lasting buzz, deepen brand understanding, and engage and inspire conversations amongst travelers with the Etihad brand at the forefront.' Another high-profile example comes from the Scandinavian carrier SAS. Last year, it ran a campaign that rewarded members of its EuroBonus loyalty program by turning them into 'points millionaires.' To be eligible for the prize, members had to fly with 15 out of 17 SkyTeam alliance airlines. The contest period took place from October 8 to December 31, 2024. Despite having less than three months to fly with 15 global airlines, 940 of the 42,700 participants were successful. Of course, there's the bottom line to keep in mind, but these campaigns can be a relative bargain for airlines. The cost of a stunt like this to Etihad is 'trivial, of course,' says Keyes. 'They can print as many miles as they want, and even assuming a generous 1-cent-per-mile accounting cost, the prize is equivalent to $50,000, a rounding error in an airline's marketing budget." Sustainability Questions For all of the recent hype, is it a simple case of back to the future? The hyper-competitive period following airline deregulation in the 1980s was full of wacky campaigns. However, unlike the 1980s, the socially conscious modern air traveler has an additional angle to consider. A major issue with this style of airline promotion is the risk that they grate against stated sustainability goals and mission statements. Skift called in generative AI to create the best itinerary to visit each of the cities in Etihad's Extraordinary Challenge. The brief was to use flights connecting through the carrier's Abu Dhabi hub as sparingly as possible. Our prompt allowed other airlines to directly connect each destination as long as Etihad flights were used for at least one flight in or out. According to its calculations, flying to and from each of these cities in the most efficient manner possible would add up to about 85,563 miles (137,700 km) in the air. That would generate around 30.3 tons (27.5 tonnes) of CO₂ per passenger, around twice the average annual individual carbon footprint. Depending on how many people enter the competition, it's a challenge that could leave quite a mark. Etihad won Environmental Airline of the Year in 2023 and the airline plans to reach net-zero carbon emissions by 2050. Etihad declined to comment when approached by Skift for this story. Who Pays the Price? There's also the human factor. While it might not cost airlines much to facilitate the stunts or their prizes, it can be contestants who shoulder the cost instead. 'There's concern among some about the amount of wasted travel hours and additional emissions that [the Etihad] competition entails,' says Keyes. 'After all, there will be many people competing to win the 5 million miles, and all but three of them will see their efforts in vain." The recent SAS and JetBlue promotions differ in that there is no limit to the number of successful participants. However, travel that's consumption-focused and performative (staying somewhere only long enough to say you've been there, 'doing it for the 'gram') is the antithesis of sustainable travel, which prioritizes slow travel, reducing carbon footprint, and forming meaningful connections on the ground. 'Given travelers, especially Millennials and Gen Z, are seeking more meaningful, slower trips versus globe-hopping on long, non-stop journeys, this stunt can feel at odds with the rising call for more sustainable and responsible travel,' Curran adds. For its part, JetBlue told Skift: "As a primarily leisure airline, this promotion is designed to celebrate exploration, encouraging customers to connect with friends and family across our network, or visit destinations they may not have discovered yet. "Importantly, the promotion is built around our regularly scheduled flights, not added capacity or special charters created solely for the program," a spokesperson added. Despite the campaign still being in its first week, JetBlue reports "great enthusiasm," with more than 650 bookings already made through a dedicated promotion landing page. The Russian Factor An additional consideration for the Etihad competition in particular is accessibility. While the airline says the competition is 'offering anyone the chance to participate and win,' the required stop in Sochi, Russia, might deter some. This could be because of visa restrictions, safety concerns given the conflict in Ukraine, or the questionable morality of flying into a country at war to win loyalty points. 'Whether intentional or not, the fact that one of the required stops is in Russia effectively excludes most American and Western European travelers from participating,' says Keyes. In the near term, is there a way forward for attention-grabbing airline PR stunts? Curran suggests initiatives that align more toward sustainable travel while still creating buzz. 'This might include challenges that entice travelers to show off their low-carbon travel, creating immersive experiences in local communities or slow travel itineraries that help travelers experience longer, more meaningful trips,' she notes. 'In a crowded market, we'll continue to see travel brands push boundaries and the key to ensuring these will be successful is to anchor them in purpose and your brand mission, not just promotion.' What am I looking at? The performance of airline sector stocks within the ST200. The index includes companies publicly traded across global markets including network carriers, low-cost carriers, and other related companies. The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more airlines sector financial performance. Read the full methodology behind the Skift Travel 200.
The Independent
20-06-2025
- The Independent
I traveled to all 50 US state capitals in 30 days — these were the two worst cities
"There were people screaming by the capitol building. Everywhere." YouTuber Joey Kinsley, who goes by the name "Sir Yacht" online, is telling The Independent about an odyssey he undertook in which he visited all 50 US state capitals in just 30 days, driving around 500 miles a day (though he had to fly to Hawaii and Alaska, of course). The travel and food influencer, who describes himself as a "professional dumb**s", has previously "eaten only potato chips for 48 hours", run a marathon "without training" and swum in all five Great Lakes in one day. But the state capital adventure was his "toughest ever challenge", one that physically and mentally "cooked" him. The month-long "speed run" gave Joey, from Cleveland, Ohio, a fascinating snapshot of America, with eye-opening experiences coming thick and fast. But not all of them were ones he'd care to repeat. In that category were visits to state capitals he suggests visitors should avoid. One is Olympia, Washington state, where he encountered the screaming. Joey continues: "The screaming was very weird. The locals weren't mean, necessarily. But they were scary. "Unfortunately, Olympia was kind of sketchy." Albany, the state capital of New York, also underwhelmed. Joey explains: "With Albany, New York, I found very little to say positively about that place. Now, I'm sure the suburbs are great. I'm sure the people are great. But I couldn't leave faster." He adds: "A lot of the capitals are just a little rundown." Luckily for Joey, there were plenty of places that he enjoyed. He reveals: "I went through Montana, Oregon, Washington and other parts of California I hadn't been to. And it's just so beautiful out there. "The air is so fresh. I went through the plains of America, like North Dakota, and other places, and it's a little terrifying, but worth it when you get to go to these really beautiful, lush areas. "And it was the first time I'd ever been to Hawaii. And it was awesome. Really cool." Joey also picks out some places as having particularly friendly locals. He reveals: "Madison, Wisconsin — super, super friendly. Little Rock, Arkansas — really friendly. Helena, Montana — very, very friendly." Joey discovered that locals in places that don't get much limelight loved the attention. He explains: "What I discovered is that people love representation. If you're in a place that's underrepresented or not talked about, the locals will ask, 'Why are you here?' When I told them I'm visiting all 50 of the US state capitals they wanted to hear more about the journey and they got really excited. They want to show you the cool spots and the cool history." If Joey repeated the trip, would he do it differently? He replies: "If I were to do it again, it would probably be broken up, so that I could enjoy the areas more, learn more about it. I essentially did a speed run of the United States. "I thought I would hit a wall about halfway through the tip. But I hit a wall on the second day. "It was just the amount of driving. After the second day I was like, 'Holy cow, I'm staring down the barrel of a gun. I have 28 more days after this and I'm already exhausted.'" However, despite the fatigue, Joey says it was a "really cool thing to do". He says: "Talking to people from every walk of life, meeting people on the open road… it was a really cool thing to do. And I'm eager to do something like that again."
Arabian Business
27-05-2025
- Business
- Arabian Business
Etihad to gift one globetrotting passenger 5m air miles in biggest ever giveaway
Etihad has launched a first of its kind competition inviting new and existing Etihad Guest members to win up to five million miles by flying to each of the airline's 15 new year-round destinations launching in 2025. Mark Potter, Managing Director Etihad Guest, said: 'This challenge embodies Etihad's purpose to give flight to ambition. We're inviting our adventurous members and travellers to explore 15 incredible destinations while competing for our largest-ever miles prize.' First, Second and Third place will be determined by the first three Etihad Guest members to complete The Extraordinary Challenge. Etihad Guest frequent flyer miles competition The first winner will receive five million Etihad Guest miles, three million miles will go to second place, and one million miles for third place. Etihad Guest miles can be redeemed on flights, holidays and a huge range of items from the Etihad Guest Reward Shop, turning miles into unforgettable rewards and experiences. Five million Etihad Guest miles can equate to more than 500 Economy flights, or more than 70 trips in Business, or more than 40 unforgettable journeys in First. View this post on Instagram A post shared by Etihad Airways (@etihad) Etihad Guest members embarking on the challenge will be able to see where they are on a dedicated race dashboard, featuring a digital passport that gets stamped with each destination visited, encouraging participants to keep travelling and be rewarded for each remarkable step. The live leaderboard will also illustrate to members their position in the race against other members, creating friendly competition among a community of like-minded, passionate travellers in a race to win the prize of a lifetime. The challenge is open to both new and existing Etihad Guest members, offering anyone the chance to participate and win. Members of the airline's loyalty programme must register via the link to enter the competition, track their progress and be eligible to win. Terms & Conditions apply. To win, guests are challenged to fly on an Etihad-operated flight to or from each of the new destinations: Addis Ababa Algiers Atlanta Chiang Mai Hanoi Hong Kong Krabi Medan Peshawar Phnom Penh Prague Sochi Taipei Tunis Warsaw Trips must be made by May 25, 2026.
Zawya
27-05-2025
- Business
- Zawya
Etihad Guest offers 5mln miles in a race to discover Etihad's newest destinations
First to complete the 15 destinations will win 5,000,000 Etihad Guest miles, the largest prize in the programme 's history Abu Dhabi, UAE – Etihad has launched a first of its kind competition inviting new and existing Etihad Guest members to win up to five million miles by flying to each of the airline's 15 new year-round destinations launching in 2025. Mark Potter, Managing Director Etihad Guest, said, 'This challenge embodies Etihad's purpose to give flight to ambition. We're inviting our adventurous members and travellers to explore 15 incredible destinations while competing for our largest-ever miles prize.' First, Second and Third place will be determined by the first three Etihad Guest members to complete The Extraordinary Challenge. The First winner will receive five million Etihad Guest miles, three million miles will go to Second place, and one million miles for Third place. Etihad Guest miles can be redeemed on flights, holidays and a huge range of items from the Etihad Guest Reward Shop, turning miles into unforgettable rewards and experiences. Five million Etihad Guest miles can equate to over 500 Economy flights, or more than 70 trips in Business, or more than 40 unforgettable journeys in First. Etihad Guest members embarking on the challenge will be able to see where they are on a dedicated race dashboard, featuring a digital passport that gets stamped with each destination visited, encouraging participants to keep travelling and be rewarded for each remarkable step. The live leaderboard will also illustrate to members their position in the race against other members, creating friendly competition among a community of likeminded, passionate travellers in a race to win the prize of a lifetime. The challenge is open to both new and existing Etihad Guest members, offering anyone the chance to participate and win. Members of the airline's loyalty programme must register via the link to enter the competition, track their progress and be eligible to win. Terms & Conditions apply. To win, guests are challenged to fly on an Etihad operated flight to or from each of the new destinations Addis Ababa, Algiers, Atlanta, Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Peshawar, Phnom Penh, Prague, Sochi, Taipei, Tunis and Warsaw by 25 May 2026. Register for the competition at for the chance to achieve the extraordinary. Members are encouraged to use the hashtag #EYextraordinarymiles when sharing their journey to the finish line on social media channels. About Etihad Airways Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world's leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia, and North America. Together with Etihad's codeshare partners, Etihad's network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more. To learn more, visit For further details: Duty Media Officer Etihad Airways Tel: +97150 818 9596 Email: dutymediaofficer@
