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Editorial Disclosure
Flying Blue might not be a household name in the U.S., but if you care about maximizing points and miles, it absolutely deserves a spot on your radar.
That’s the message from Peter Schinasi, the U.S.-based loyalty director for the Air France-KLM Group, who recently shared an update on how Flying Blue is doubling down on the North American market.
From a relaunched credit card to partnerships with all four major transferable points currencies, Flying Blue is trying to stay relevant with the U.S.-based travelers who matter most.
There’s much more to the story, so read on.
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A credit card for a niche audience
U.S. airlines have built billion-dollar businesses around cobranded credit cards. (Just look at what United announced last week.)
But Air France and KLM aren’t U.S.-based carriers, and Flying Blue is taking a different approach with its credit card portfolio.
The relaunched Air France KLM Visa Signature® Credit Card carries an $89 annual fee and is deliberately positioned below premium U.S. airline cards.
“This is not the primary revenue driver, nor will it ever be for Flying Blue,” Schinasi told me.
Instead, the card plays a supporting role in a strategy centered on transferable points and international travel.
According to Schinasi, the card targets two audiences. The first is loyal Air France-KLM flyers based in the U.S.
The real economic engine: points maximizers
The second audience is far more interesting — and much larger. These are travelers who are highly engaged with Flying Blue but may rarely (or never) fly Air France or KLM.
“We have a lot of people very loyal to Flying Blue who actually don’t fly on the airlines,” he said.
In other words, mileage maximizers.
These are the U.S.-based points enthusiasts who transfer bank points when there’s a bonus, book attractive redemption rates to Europe and beyond, and use programs opportunistically. (This is also why Flying Blue has been so keen to partner and share award availability data with U.S.-based programs such as Bilt.)
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For this group, the card’s low annual fee can make sense. It offers mileage expiration protection and an easier path toward elite status — including benefits like free checked bags and lounge access across SkyTeam.
Why transferable points are key
If there’s one pillar holding up Flying Blue’s U.S. strategy, it’s transferable points.
Flying Blue partners with all four major U.S. transferable points programs: Amex Membership Rewards, Chase Ultimate Rewards, Capital One Miles, and Citi ThankYou Rewards.
“This is the backbone of Flying Blue,” Schinasi said, referencing public disclosures that show the loyalty program operating as a standalone business unit with margins around 25%.
But this isn’t just about profitability.
Transfer partnerships introduce Flying Blue to travelers who might otherwise never consider crediting their domestic flights to a European airline. “We are finding customers we never would’ve found on our own,” he added.
And once travelers discover the transfer bonuses and redemption sweet spots, many stick around, he said.
The biggest challenge in the U.S.
Flying Blue’s challenge in America isn’t necessarily value (though like most programs, it’s less generous than it once was).
It’s visibility.
Unlike Delta (its transatlantic joint venture partner), United, or American, Air France-KLM doesn’t blanket the U.S. with domestic service. There’s no massive domestic hub network feeding loyalty.
Instead, the strategy is all about appealing to internationally focused travelers who are willing to look beyond a single airline’s ecosystem.
As Schinasi put it, “the opportunity in the U.S. is with customers who fly internationally and recognize the value Flying Blue offers.”
In other words, Flying Blue isn’t chasing the average domestic road warrior. It’s targeting travelers who compare award pricing across alliances, track transfer bonuses, and think strategically about where to credit their flights.
Flying Blue may never be for everyone in America. But for points-savvy travelers like you and me, that’s exactly the point.
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