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Guest Post: Plan For Change And Success Will Follow

If there is one point that we make over and over again talking to prospects, new clients, and existing clients, it's the importance of building flexibility into a program from the very beginning. No program can work on its own without any sort of

Social Media, Brands and...Customers: Are We Having Fun Yet?

The world we live and work in is still abuzz about social media and the increased prominence of brand initiatives.  Even this morning, none other than The Wall Street Journal pronounced "The End of the Email Era".While we'll save c

"The Frequent Traveler's Answer to The Oscar, Emmy and Grammy Awards" Shuts Down

The Freddie Awards, the frequent traveler's answer to the Oscar, Emmy and Grammy Awards, shuts down

State of the Loyalty Marketing Industry

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The Low Bar of Loyalty Marketing

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Who's Got The Best Loyalty Program?

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A Wide Range of Perspectives, Best Practices and Practical Lessons for All

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A Grand Slam in the Making

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More Frequent Flyer Program News

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posted Thursday, 7 August 2008

Today American Airlines announced some changes to AAdvantage following a review similar to Delta's.  While AA's are more extensive, it's worth noting (and The New York Times reported) that they also sent an email to AAdvantage members about the change.  And they did this simultaneous to the public release!  Good for them.

The bulk of changes at AAdvantage are added fees and mileage requirements for upgrades.  This will serve to make upgrades both more available (ok - this might be relative but it shouldn't hurt) and help the airline from a yield management standpoint, assuming it gets more business travelers to actually pay more for front cabin seats. 

One thing AA did not change were reward levels for domestic coach.  This is both smart and not surprising, as American has been way ahead of Delta in terms of mileage sale revenue to partners and they would be devaluing their miles by increasing reward levels. 

Finally, on a related note, SkyMiles today sent out an email offer of half-price tickets for Atlanta Braves games.  This follows similar moves related to their sponsorship of the Atlanta Symphony Orchestra and serves as a nice value-added "surprise and delight".

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