Extreme Loyalty: The Airlines Turning Travel Into a Competitive Sport

In a drive for loyalty and attention, high-stakes travel challenges are growing in popularity. These airline campaigns generate buzz, but they also raise thorny questions around ethics, sustainability, and long-term brand impact.

Earlier this week, JetBlue launched one of the quirkiest promotions by a U.S. airline in years: a loyalty challenge that rewards customers who visit 25 JetBlue destinations by the end of 2025 with coveted perks through 2050.

To mark its 25th anniversary, the “25 for 25” campaign offers members of its TrueBlue loyalty program a quarter-century of Mosaic 1 status – part of JetBlue’s elite tier – plus up to 350,000 bonus points. Members who hit 15 destinations earn 150,000 points; 20 destinations bring an additional 200,000 points; and those who hit the full 25 unlock the status windfall.

Ed Pouthier, the carrier’s VP of loyalty and personalization describes the promotion as “a thank you to the customers who’ve helped us reach 25 years of incredible growth.”

While headline-making in the United States, JetBlue’s campaign is just the latest in a global wave of high-concept airline marketing stunts.

Abu Dhabi’s Etihad Airways launched “The Extraordinary Challenge” at the end of May. It is offering Etihad Guest members the chance to win up to 5 million miles by flying to each of the airline’s 15 new destinations. The first to complete the challenge will win 5 million points; the second, 3 million; and the third, 1 million.

In marketing materials, the UAE carrier says that 5 million Etihad Guest miles “can equate to over 500 Economy flights, or more than 70 trips in Business, or more than 40 unforgettable journeys in First.”

To qualify, participants must fly to or from all of the following destinations by May 25, 2026: Addis Ababa, Algiers, Atlanta, Chiang Mai, Hanoi, Hong Kong,