Small Luxuries

Recently I got promoted on my frequent flyer program of an airlines. In little ironic but interesting grading system, I am now a Platinum member of this program. An inevitable thing if you travel too much. I have been round this bend before, over period of my short life I have been, 'Gold' and 'Platinum' Member of Airline programs, 'Diamond' member of hotel priority club, carried my 'Golden Passport' (which is really a plastic card of golden color), 'Senator' member or 'Silver Crest' club member of international airlines, 'Gold' member of car renting companies and so on. I think I am kind of gullible person who actually falls for this kind of harmless marketing.

Many of these program do not offer anything tangible; an airline frequent flyer gets more free passages to exotic destinations in adverts but in reality to achieve that status you have to fly to US and back to India every other day of your life. Some time back an European airline offered me free stay and a redemption gift ('flash light that works as a radio' - in case the flight crashes and I get marooned on a remote island - yeah right!). Airline frequent flyer status has some practical advantages, such as easy access to the lounges - which are primarily created to show the gaps in rich and poor in extremely capitalist airports. The prolonged stays at hotels gets you a preferential room and some times a fluffy teddy bear with name of the hotel on it. Couple of times I tried to pass these gifts to others, but the brand labels always get you.

For a long time I did not actually bought into this loyalty programs, but then my yet-to-be-wife at the time, reminded me of intangible benefits of these things - i.e. walking into priority check-in lane, or getting bigger rooms at hotel, and I was kind of hooked. Over next several years, I practically signed for any program of any commercial merchandiser that was on offer. Now I am loyalty club member of couple of grocery shops in US, bookshops in Frankfurt and India, at least 5 airlines, 4 different hotel chains and a Chinese eatery at Singapore airport. Similarly my wife has loyalty cards for several malls in the city and outside.

I particularly like the respect which these companies treat their loyal customers. It does not translate into anything significant but the operators at check-in counters are more friendly than necessary, some times they make an attempt at remembering your choices, provide a tiny bit of preference over other customers. These things are gratifying enough for generally downtrodden people like me. Few days ago I was flying on domestic sector and just before take-off, the air hostess came to me and gave me ear plugs, I thanked her and asked how come I get this favor; she informed me that 'they' knew the preferences of frequent flyers... cool! In Europe, I checked in earlier than the arrival time and front desk was apologetic that they could not get a bigger room for regular customer like me - in ordinary circumstances hotels would not even allow you to check-in before the time. When I achieved my first 'Platinum' status, getting free breakfast at the hotel was an attraction, then the rooms at top floors.

Separate check-in queues, people trying to remember your preferences, easier upgrades, these are indeed insignificant things and only pathetic people like me actually go for it - but then what is life without small luxuries?