Air China marked a significant milestone on Wednesday as it celebrated the 30th anniversary of its Phoenix Miles loyalty program with a grand event in Beijing. Themed "Life's Journey, Companion of a Lifetime," the event honored the program's remarkable growth and development and offered a glimpse into its future plans.

Launched in 1994 as the first frequent flyer program in the Chinese mainland, Air China's "Phoenix Miles" (originally named "Guo Hang Zhi Yin") has become a cornerstone of the service the airline offers. Over the past three decades, the program has expanded significantly, now boasting over 93 million members across Asia and beyond. In 2013, the program was rebranded as "Feng Huang Zhi Yin" — Phoenix Miles — and became the first multi-airline frequent flyer program in Asia, further solidifying its status as a leader in the aviation loyalty sector.

The anniversary event was attended by over 300 guests, including representatives from the Civil Aviation Administration of China (CAAC), the State Sports General Administration, the China Disabled Persons' Federation, as well as leaders from various partner organizations and over 85 Phoenix Miles members. Among them were representatives from Air China's affiliates, including Shenzhen Airlines, Shandong Airlines, and other key aviation and non-aviation partners.

The celebration not only reflected on the program's growth but also unveiled exciting new features and rewards for members. A special announcement included the launch of the Phoenix Miles' VIP Member Incentive Program, which will take effect in January 2025. Under this program, members who reach specific spending thresholds will enjoy a host of enhanced benefits, including upgrade vouchers, seat selection vouchers, mileage extensions, and free ticket change options.