News and Research

Why Airline Rewards Programs Are Trying Harder to Keep You Loyal

May 5, 2021

Wall Street Journal

While top-tier travelers fervently covet their status, many travelers have found that status isn’t the golden goose it used to be, says Jay Sorensen, president of IdeaWorksCompany, a Shorewood, Wis.-based consulting firm specializing in loyalty programs.  Being in the lower or middle rungs of the status ladder no longer wins upgrades, since airlines are selling more first-class seats at discounted prices. You can earn early-boarding and baggage-fee waiver perks just by having an airline’s credit card.  In addition, the programs have become significantly more complex, with thresholds built around complicated measures like elite-qualifying points.

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