Frequent flying isn’t so much of a thing right now, but loyalty programs are in many cases getting better as airlines fight to keep customers and generate sorely needed revenue after the coronavirus ransacked travel.
“These programs appeal to a carrier’s very best revenue-producing customers, so there is abundant need to keep these consumers happy,” said Jay Sorensen, a former Midwest Airlines executive who is now president of consultancy IdeaWorksCompany. “In the near term, consumers will see a windfall of cheap travel for redeeming points or miles.”
American Airlines said Tuesday its AAdvantage loyalty program — “the biggest asset we have in the company” — has a value of as much US$30 billion, and that it is negotiating with the U.S. Treasury Department to use at least part of it as collateral for a multibillion dollar loan. Bloomberg News reported in April that the Treasury Department was in talks with some carriers about accepting loyalty programs as collateral as they rushed to raise funds.
Emirates’ members account for almost 45 per cent of the carrier’s commercial revenue, according to Nejib Ben Khedher, divisional senior vice president of Emirates Skywards. Abu Dhabi’s Etihad says loyalty programs help it “obtain valuable data on each guest which allows us to tailor their experience,” while Singapore Airlines Ltd. does “not take their loyalty for granted.” Singapore Airlines last week reported a record loss.
Airline WoesOne risk is there’s little value left in miles or co-branded credit cards if the issuing airline collapses, which is a very real threat as the likes of Virgin Australia Holdings Ltd., Avianca Holdings SA and others show.
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