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| Version | User | Scope of changes |
|---|---|---|
| Sep 12 2007, 4:36 PM EDT (current) | jimglab | |
| Sep 12 2007, 4:35 PM EDT | jimglab | 3 words added, 1 photo added |
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When travelers cast their votes, smaller loyalty programs receive the kudos.
Every year, InsideFlyer magazine publishes the results of the Freddie Awards, online voting by frequent fliers around the world for the best frequent travel programs in nine categories. While I find the results interesting and sometimes baffling, they no doubt reflect what the average member values in bonuses, promotions and the programs in general.
Do I wish that American AAdvantage had won? Yes. The airline has shown a marked effort to ensure that its AAdvantage members get the awards they’ve earned, and the program deserves credit for its tremendous effort to keep its membership base engaged.
Do I wish that Hilton HHonors had won? Yes. HHonors consistently offers one of the best redemption values in the industry with its Point Stretcher awards, offering savings of 40 percent off the normal points redemption. The program has served its members with style and value from the very beginning without becoming stagnant.
But from what I know of Frontier EarlyReturns—which won the coveted Program of the Year award—the airline has clearly done a superb job providing value to its program members.
Which program puts more effort into marketing than this year’s Hotel Program of the Year award winner, InterContinental Hotels Group Priority Club Rewards? Frankly, no one. Although I can certainly understand why Priority Club Rewards won this year, I think recent changes made to the program without advance notice to its members will come back around.
The question I hear most about the Freddie results is, “Why don’t the big programs win?” The answer is not simple. Large programs continue to win in the hotel categories, though the strides that the smaller Choice Hotels program makes year after year seem to buck that trend. This year, larger frequent travel programs like American AAdvantage, United Mileage Plus and Continental OnePass did not make the list of winners.
Consider that all large frequent flier programs have focused on simply surviving these past five years. Until recently, they spent no money at all on improvements, and have largely been trapped in a cycle of two steps forward, one step back. What does American do after introducing 15,000-mile awards? Add service fees for upgrades. What does United do following the success of its Choices program? Cut back expiration dates. The list goes on and on.
For once, I’d like to see a frequent flier program recognize that positive changes should not always have caveats. That kind of progress would deserve an award.
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RANDY PETERSEN is publisher of InsideFlyer magazine and president of Frequent Flyer Services. Email Randy at editor@executivetravelmag.com.
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