Are Loyalty Programs Worth It?
Quitting a frequent-flier program looks easy: You cut up your card and donate the miles to charity. And that's it.
But after a recent column in which I questioned the value of loyalty programs, I realized that there's a little more to it. Living miles-free in a world that's polluted with points is exceedingly difficult -- and for some, impossible.
"We canceled our United credit card after that," she told me. "I go to
Problem is, people like Finberg, a retiree who lives in
It's easy to see why people might be having doubts about their loyalty. Take the issue of seat availability. A recent survey found that from June to October, 68 percent of the United award seats requested were available. United's numbers are so-so in comparison with other carriers.
There's also the value of points. Airline miles have been assessed as being worth anywhere from one-tenth of a cent to no more than
If airlines are calling their own loyalty points worthless and acting as if they are worthless, is it any wonder that customers are doing the same?
"When we enrolled, the ads all said, 'Round-trip flights for 20,000 miles,'" she recalls. So she began collecting miles; she amassed 45,000 and her husband earned 62,000. When the time came to cash them in, she was told that she'd either have to pay a
There's no telling how many disgruntled frequent fliers and guests such as Watchke are out there. Travel companies do not disclose loyalty program membership numbers, nor do they reveal the number of miles members have earned, but by some estimates, there are several trillion unredeemed miles floating around out there. If you do the math, it's obvious that travelers are on the losing end of that equation.
Air travelers aren't the only ones terminating their loyalty program memberships.
"We decided that we would use up our earned points as soon as possible, before they were devalued again, and that we would stay at a Hilton property only if the price was far below the competitors'," she said. "Since that is not likely to happen, Hilton has lost our business."
But the problem, as I mentioned, isn't leaving. It is instead feeling as if you're being left behind. If you stop collecting miles and no longer try to earn elite status, then you're doomed to spend the rest of your flights stuck in economy class, and at hotels, you could end up with the worst room in the house -- you know, the one between the elevator and the ice machine.
How do you live in a world where you can earn a mile for anything? How do you travel with any dignity when you're punished for saying "no" to loyalty programs? The difficult answer is that you must. Until we break our collective addiction to miles and tell travel companies that they can't play customer-service games according to our loyalty status, then nothing will change.
If those red-carpet boarding areas at the airport annoy you, as well as the way elite fliers are treated like royalty while the rest of us in the back of the plane suffer, just wait. Travel companies are actively looking for new ways to segment us, giving their best services to their top customers and leaving the scraps to the ordinary tourists. It won't be long before there's a completely different set of rules: one for the haves and one for the have-nots.
"It was truly amazing how quickly the preferred status turned into forgotten status," he said. "The loyalty simply evaporated."
To which I say: Why should travelers wait?
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