Elite No More
by David Rosen | Senior Vice President
I didn’t complain when domestic roundtrip travel rewards went from 20,000 to 25,000. I didn’t complain when it became virtually impossible to fly on saver fares to Hawaii or Europe. I didn’t compain when my United threshold bonuses were removed. I didn’t compain when the 500 mile bonuses for using the easy check in kiosk or booking online were eliminated.
You see, I fundamentally understood how cost pressures, liability pressures, bankruptcy pressures were all contributing to lowering the perceived value of airline frequent flyer programs. And I certainly understand that airlines no longer have to give an incentive for using the web or touching the screen at the airport. I think we’ve all figured out those tasks by now.
But, now I hear that US Airways is removing the elite accrual bonus. Now I’m mad. Part of keeping me placated about the other hits to the programs was my inflated accrual rate. Who cares if it’s 25% more miles to fly, I’m earning twice as many miles!
Will others follow suit? Since American launched Advantage more than 25 years ago, there has been lock-step lemming behavior with every positive and negative program change. I’m not optomistic.
