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Airlines

Alaska Airlines Changes Its Upgrade Policy as It Inches Towards a Revenue-Based Loyalty Program

Grant Martin

Photo Credit: Alaska Air and Virgin America planes on the tarmac. The former is joining other carriers as it shifts to a revenue-based loyalty program.  Alaska Airlines

Skift Take

Alaska is changing its loyalty program to add revenue considerations to its upgrade process. Beyond the immediate impact, that move may foreshadow a dark future for its loyalty program.

Alaska Airlines, which operates one of the last mileage-based loyalty programs in the country, bowed to competitive pressure this week and took steps to include revenue-based components into MileagePlan. The updates center around how elite members are upgraded on the airline. Traditionally, airline loyalty programs have upgraded frequent flyers based primarily on elite status; when space is available, highest level elite

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