American Airlines AAdvantage Chief on the New Simplicity in Loyalty
Photo Credit: American Airlines has made major changes to its frequent flyer program Skift / Edward Russell
Skift Take
During the pandemic, American Airlines altered its frequent flyer programs, recognizing that the program had become too complicated and also that credit card use — not air travel — provides the bulk of the income.
The biggest airline frequent flyer program just made some major changes. It now equates miles from credit card use to miles from flying. It got rid of three nearly useless metrics. It even eliminated the word "elite” from program nomenclature as in today’s world, many people just don’t want to think of themselves as elite.
American Airlines’ goal in the changes to American Advantage were to simplify the program, which had grown complex, and also to make it more attractive to people who accumulate miles not by flying but by using credit cards and patronizing partners such as hotels and rental car companies. Three-quarters of its cash flow derives from third parties, particularly the two banks who issue American credit cards.
“(During the pandemic, it became clear that) we had loyal members who had not set foot on our aircraft,” said Heather Samp, the managing director who ove
