However airlines spin it, when a mileage program changes its frequent flier rules it’s usually not good news for consumers.
Photo by Aaron Barnaby, unsplash
The most recent mileage program changes by American Airlines, scheduled to take effect in May, could be the worst yet for many travelers.
Raising elite status requirements is always annoying. Personally, I am a long-time United Airlines frequent flier. The 2023’s doubling of the dollar spend requirement knocked me and many others out of top regular tier. On the other hand, if too many are elite, then the value of the status is diminished. Last year my biggest regular complaint from United platinum and 1ks is that they never got upgraded.
Usually, most of the changes only affect a comparatively few travelers.
American’s change could affect almost everyone. In short, the program says that only travelers who book directly online, by phone or at the airport with American (or an “‘eligible partner”) or through preferred travel agencies will get miles. There are exceptions for travelers whose companies have a business contract with American, for their business travel at least.
Now, full disclosure, I work for an agency that expects to be preferred, though nothing is set in stone. However, it’s not going to be obvious to the average consumer which agencies are and are not preferred, especially online agencies. Search engines add to the confusion because, for starters, searching for an airline may send you to a third party site…. something that ensares many less than tech-savvy consumers.
But the clear and admitted strategy for American is to push for as many direct connect bookings as possible. Because whether you are a frequent flier, or just want enough status not to pay for checked bags, or dreaming of one Hawaii trip someday, who doesn’t love miles?
What’s wrong with mileage program changes for travelers?
First, if you book directly with American (or a partner airline) you won’t see alternatives with other airlines, which could be either faster or less expensive or both. Good travel agents, and good online agencies, can save travelers money and time.
Second, not all Americans are tech savvy. Human interaction can make a big difference. Older travelers may not feel comfortable with apps. And bookings by phone often have a surcharge. For even slightly complicated situations, a family traveling together, or multiple destination trips, clients worried about luggage fees (for example, students going to college).
Third, if passengers book directly, and there’s a problem, you are at the mercy of agents at the airport. Sometimes this can mean an easily rebooked flight. Sometimes it can be no back-up options for days, not to mention hours of long lines or hold time. It is bad enough on a random busy day. However, with holiday travel, snow, tornadoes, or many other weather events, things can get very bad indeed.
A day or two delay can be an inconvenience or a potential disaster.
I once had a business class client in 2021 when American delayed a flight by five hours. They had a four-hour connection, meaning they’d be stuck in Dallas for 2 days and no other options even in coach available for at least 48 hours. And, they were flying two days in advance for a cruise. It took hours to resolve, finally getting an agency help desk supervisor to move them to a different airline. Plus, the flight was from a different airport two hours away.
Ask any travel agent — we all still get regular calls or emails from passengers who booked direct. They can’t reach their airline and they want to pay us to help. Of course, this list often includes the younger generation who think they can do it themselves, until they have a big problem. But we can’t help, short of doing a new ticket, as we are not allowed to touch direct bookings. That is the problem with mileage program changes.
AI cannot easily deal with the vagaries of travel and mileage program changes.
Perhaps Artificial Intelligence will help a bit. But will it understand that a traveler stuck in Philadelphia might in a pinch be able to go to DC or Newark? Or what other factors might affect a choice — how flexible are people? Are they traveling with a pet (or do they have pet sitter issues)? Does time matter more than comfort? (Comfort meaning everything from a family being seated together to staying in business class or ‘main cabin extra.’)
The list goes on.
The short version is that American Airlines deliberately limits the booking options for travelers. AA is taking advantage of their position as a legacy carrier in the United States, subsidized by our tax dollars. The oligopolistic approach is wrong. AA will hurt millions of travelers, especially those who are least tech savvy and who can least afford it.
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Janice Hough is a California-based travel agent a travel blogger and a part-time comedy writer. A frequent flier herself, she’s been doing battle with airlines, hotels, and other travel companies for over three decades. Besides writing for Travelers United, Janice has a humor blog at Leftcoastsportsbabe.com (Warning, the political and sports humor therein does not represent the views of anyone but herself.)
