by Thinus Ferreira
Attained by invitation only. These are the words that Airlink uses for Black-tier status - its mysterious and elusive top-tiered level only granted to a select few, literally high-flying individuals, in its Skybucks loyalty programme.
If you have to ask how to get it, you likely don't qualify - but I went digging for the facts behind this top tier in the local aviation loyalty biz that conjures up dreams of perks and privileges for the well-heeled jet set before and when they take to the skies.
Airlink's new loyalty programme just turned one year old since Skybucks was introduced in South Africa in March 2023 and according to the airline has now reached over 110 000 members.
With Cemair offering SkyRewards, Lift and Flysafair having no loyalty programmes of their own and SAA that fell out of the race with Voyager, Airlink has become the fastest-growing local airline loyalty awards programme, offering fliers its Skybucks programme with Blue, Red and Emerald tiers.
Hidden in the small print, however ... an elusive Black tier - with barely any information, anywhere, about it. Suffice to say, the Airlink website says Black-tiered status - getting it, and keeping it - is "attained by invitation only".
Of course a Black-tier is instantly reminiscent of the American culture of black credit cards - that ultimate consumer capitalist status symbol - like American Express' Black Amex Card for the ultra-rich like Oprah Winfrey and made from metal, that was first launched two decades ago.
"The Black-tier is an exclusive membership-by-invitation category for loyal members who fly 80 or more sectors in a 12-month period," Rodger Foster, Airlink CEO and managing director, tells me.
What that means in other words: Taking between six to seven flights per week on Airlink. And make no mistake - there definitely are those types of constantly-at-the-airport people.
"The air and non-air benefits and rewards exceed the Emerald-tier and include additional, meaningful non-air rewards such as exclusive one-of-a-kind experiences," Foster explains about its pinnacle membership level.
And how do you get it if you haven't got it? Well, just like the Black Amex Card, if you have to ask, you probably don't qualify. It's a polite case of "you don't have to call us, we'll call you".
About being invited into the rarified air of the Skybucks Black-tier circle, Airlink explains that "eligible members are contacted by a member of the Skybucks engagement team who presents them with their invitation to join the Black-tier".
So, how many of these secret high-flying Airlink Black-tiered customers exist among us mere grounded mortals? Well, Airlink doesn't really want to say.
"The number of Black-tier members continues to grow as Skybucks' overall membership expands and the number of Emerald-members eligible for invitation to joining the Black-tier increases," Foster says.
Is it a case of once you've reached the Black-tier that you get to remain part of the champagne-and-caviar brigade indefinitely? Uhm, no.
According to Airlink, membership for the Black-tier only remains valid for a year. To stay there, you've got to fly, baby.
Airlink says after a year of Black-tiered membership, "members are individually evaluated according to the recency and frequency of their travel, their spend on tickets and membership engagement".
That's the nice way of saying you will drop from your thinner air in the sky back down to where you were lifted from, if you don't keep on flying.
Airlink explains that Black-tiered "members tend to keep themselves well-informed of their own tier status "and communicate frequently with our Skybucks consultants".
Who exactly are these people having Black-tiered status? Springbok rugby players, perhaps? TV soap stars? Insta-influencers? Pan-African bank CEOs?
Foster says Black-tier membership with Airlink isn't determined by fame or public standing.
"Black-tier membership is for Airlink's most loyal customers," he says.
"It's not influenced by an individual's fame, title, office, position, professional status or public standing. Although members include some corporate executives and well-known individuals, the majority are customers Airlink is rewarding because, for professional or personal reasons, they fly with Airlink a lot more than others."
As to why Airlink chose the colour black for its top tier, and why it was made "by invitation only", the airline boss explains that "We chose black as it is synonymous with timeless grace, elegance, style, sophistication, top quality, professionalism and exclusivity".
"Also, because the Skybucks programme was designed for simplicity, we wanted to differentiate each tier and give it a relatable name. There is also a mystique to 'black', which we hope will pique the curiosity of Airlink customers".
He says Black-tier members get a high-level priority at all touchpoints throughout their Airlink journey. Those who want it, need to start by enrolling within Airlink's Skybucks frequent travel programme.
"Incredibly, some Black-tier members have already achieved up to 120 sectors in a rolling 12-month period," Foster reveals. "That averages a flight every three days!"
