Approximately 50,000 people signed up for Scandinavian Airlines’ (SAS) challenge to become frequent flyer “millionaires,” but only 900 participants successfully completed the task, earning rewards valued at $10,000 in airline points.
The airline’s promotional campaign invited travelers to accumulate one million frequent flyer points, a goal that proved too ambitious for the vast majority of participants. While thousands began the journey, less than 2% managed to cross the finish line and claim the substantial travel rewards.
Two successful participants have now shared their experiences, revealing the extraordinary lengths they went to in order to achieve millionaire status in the airline’s loyalty program. These dedicated travelers spent days in the air, strategically booking flights and maximizing point-earning opportunities to reach the coveted milestone.
The Million-Point Strategy
The successful participants disclosed that their achievement required careful planning and significant time investment. Rather than casual travel, they approached the challenge methodically, often booking consecutive flights specifically to accumulate points.
One participant explained: “I essentially lived in the sky for weeks. It wasn’t about the destinations but maximizing flight segments and bonus point opportunities. I studied the program rules and found the most efficient routes to earn points quickly.”
The other successful traveler described similar tactics: “I focused on flights with the highest point-to-dollar ratio and took advantage of every promotion. Some days I would take four or five flights back-to-back, never leaving the airport between connections.”
The Value of Loyalty
The $10,000 equivalent in airline points represents a substantial reward for those who completed the challenge. These points can be redeemed for premium class travel, upgrades, and other perks across SAS and its partner airlines.
For the airline, the campaign served multiple purposes beyond customer engagement. It generated significant flight bookings during the challenge period and created a core group of highly engaged customers who are now invested in the SAS loyalty ecosystem.
Industry analysts note that such challenges, while extreme, highlight the growing competition among airlines for loyal customers, particularly high-value frequent travelers who generate substantial revenue.
The Physical and Financial Cost
Both million-point achievers acknowledged the physical toll of their quest. Constant travel, jet lag, and time away from home were significant factors they had to manage.
The financial investment was also considerable. While the points earned are valued at approximately $10,000, participants had to purchase numerous flights to accumulate them. The successful challengers indicated they carefully calculated their spending to ensure the value of points earned exceeded their investment.
Key considerations for participants included:
- Selecting routes with the highest point-earning potential
- Taking advantage of point multipliers and special promotions
- Booking during off-peak times when flights were less expensive
- Maximizing status bonuses that increased point earnings
The challenge demonstrates the lengths to which some travelers will go to maximize loyalty program benefits. While most passengers collect points through regular travel, these “point millionaires” turned point accumulation into a dedicated project.
As airlines continue to refine their loyalty programs to attract and retain customers, extreme challenges like the SAS millionaire campaign show the power of these programs to drive customer behavior and create strong brand advocates among the most dedicated travelers.
