Travelling with distinction: Globetrotting DJ enjoys top tier benefits
Ottawa- born, Amsterdam- based Max Graham expects launch of Aeroplan Distinction to provide him additional rewards
Max Graham tours almost nonstop to make music for audiences around the world. The celebrity disc jockey and musician has performed in 68 countries over the last 13 years, flying between 150,000 and 200,000 miles annually, and has clocked more than two million miles with Aeroplan.
“My life is pretty crazy,” says Graham, who estimates that he averages only five or six days at home each month. “I am sometimes in and out of a country within 12 hours. Travelling as much as I do, I learn the ins and outs of the airline and make friends among the staff, which is kind of fun.”
Graham, who grew up in Ottawa and is now based in Amsterdam, says, since 2000 he has been one of around 300 celebrity musician/ composer/ DJs who spins CDs around the globe.
“For want of a better term, DJs are the new rock stars,” says the 42- year- old keyboardist, who discovered the underground electronic scene in 1994 and has been part of this world ever since.
“We sell out entire arenas spinning CDs,” he says. “The youth today are into electronic music and this is what has become popular, so the musician who writes the music and the DJ who presents it are one and the same.”
One advantage of Graham’s success as a globetrotting DJ is that he can enjoy the many benefits that come with being a toptier collector with Aeroplan.
“I use my miles almost as fast as I get them,” he says. “For instance, whenever I have 100,000, I take a friend with me.”
He also expects the recently announced launch of Aeroplan’s Distinction, which is designed to reward top point- accumulating members, to bring him additional benefits. Vince Timpano, president and chief executive officer of Aimia Canada, which operates the Aeroplan loyalty program, describes the new tiered recognition program and other enhancements
“I use my miles almost as fast as I get them,” DJ Max Graham says. “For instance, whenever I have 100,000, I take a friend with me.
that go into effect Jan. 1, 2014, as “the most significant changes in the Aeroplan’s program history.” They include lower mileage requirements for both one- way and return reward flights, depending on status within the program, bonus mile offers on eligible Air Canada flights and with select hotel partners and Aeroplan’s e- store, and preferential treatment and special partner and reward offers.
As well as the three- tiered Distinction initiative, two other major changes to the Aeroplan program are the introduction of Market Fare flight rewards and the cancellation of a seven- year expiry date on unused Aeroplan miles. Aimia’s chief commercial officer Kevin O’Brien says these changes are a result of a consultation on ways to “enhance the member experience and broaden our program and we’ve been listening to what’s important to our members. Member feedback has inspired the significantly improved benefits we’re bringing to the program.”
The Market Fare flight rewards program will allow redemptions on one- way flights at 50 per cent of the Aeroplan miles required for a return flight. ( Previously, a one- way flight required 67 per cent.)
“The thinking is to give members the flexibility they’re looking for,” says O’Brien. “Maybe it works better for someone to buy a ticket outbound and use a redemption to come back, for instance.”
If members are prepared to use more Aeroplan miles to select a specific flight and time, they may do so. The number of miles depends on the market value of that flight. “We take the market fare price of an Air Canada ticket from any of the inventory and re- price it in miles,” explains O’Brien. “It may cost a few more points, but that is unlikely, as we are dropping the price on market fare price rewards by about 20 per cent on today’s prices. For the Distinction program, it’s even more than that. We’re really trying to deliver the best of both possible worlds.”
Further good news for members is the decision to cancel the unpopular seven- year redemption policy. “Under the old policy, any miles unredeemed seven years after their accumulation date would be cleared out of member accounts,” explains O’Brien, adding that this policy, scheduled for implementation in 2014, did not go into effect. Now no points will expire, “as long as members stay active in the program.”
“Basically, we are redesigning the whole program to be very member- centric,” says O’Brien. “And this is the start of a journey for us. There will be further evolution as in time for the 30th anniversary of Aeroplan next year.”