It’s time to question one of the most basic tenets of travel: Everyone should participate in an airline loyalty program.
A tectonic shift in the world of travel rewards is forcing passengers to reconsider their allegiances — or whether it’s worth being loyal at all. Given the already hopelessly convoluted nature of these programs, I’m surprised it took so long.
Frequent fliers have been hardest hit. In recent months, both Delta Air Lines and United Airlines revised their programs so that only the biggest spenders get the best perks. Soon, flying often won’t be enough to reach an airline’s coveted elite status. Expect more companies to follow.
If you don’t like some of the recent changes to your airline loyalty program, talk to Mike Croswell. He’s a United Airlines “Million Miler” who assumed that his three decades of devotion to the airline would be reciprocated after he stopped being a frequent flier.
Like many frequent travelers, Glenn Haussman recently received an e-mail from Delta Air Lines about an “update” to its SkyMiles loyalty program. It was so understated that some passengers didn’t bother to read it. But Haussman did.
“I was not thrilled,” says Haussman, who works for a hotel industry Web site in New York. “It made me feel less valuable to Delta.”
How can a loyalty program make passengers feel unappreciated? Delta is the first legacy airline to tie the value of its frequent-flier program to the amount of money you spend, as opposed to the number of miles you fly. Beginning Jan. 1, 2014, the airline’s frequent fliers will earn “elite” status, which gives them access to upgrades and other perks, through a combination of miles or segments flown and annual spending on Delta flights. Read more “Warning! Soon, airline loyalty will cost you”
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