The world of airline loyalty programs is undergoing a seismic shift, leaving many frequent fliers feeling frustrated and betrayed. For years, these programs were designed to reward travelers for their loyalty, offering perks like lounge access, priority security, and free seat selection in exchange for miles flown or points earned. However, the landscape has changed dramatically. Airlines are now moving away from traditional loyalty-based systems and instead embracing spend-based models, where the amount of money a traveler spends determines their rewards and status. This shift has made it increasingly difficult for budget-conscious flyers to maintain their hard-earned status, leading many to abandon their once-trusted airlines and explore alternative options.
At the heart of this transformation is the growing trend among airlines to prioritize big spenders over loyal customers. Programs that once rewarded travelers based on the number of miles they flew now favor those who shell out the most cash. For instance, Delta Air Lines made headlines in September 2023 by announcing a switch to a purely spend-based system, a move that has since become a benchmark for other airlines. Under this new model, passengers earn points based on their spending rather than the distance they travel. While this change benefits high rollers, it has left many loyal customers feeling undervalued and disillusioned. For example, SuzAnn Brantner, a longtime Delta flier with the airline’s highest loyalty status, the Diamond Medallion, found herself questioning whether maintaining her status was worth the escalating costs. Previously, she needed to spend $15,000 annually to retain her top-tier status, but Delta now requires a whopping $28,000. Additionally, her American Express Delta Reserve credit card, once a reliable way to access Sky Club lounges, now restricts her lounge access unless she spends at least $75,000 each year. These changes have left Brantner, like many others, feeling pushed away by the airline she once trusted.
The impact of these changes is not limited to individual travelers; it has also affected the broader loyalty landscape. Frustrated by the devaluation of their hard-earned points and the rising costs of maintaining their status, many frequent fliers are abandoning their long-standing loyalty to traditional carriers. Some, like Benjamin Carter, a veterinary chief medical officer with Delta’s Diamond Medallion status, are even considering budget airlines like Spirit for their business trips. Carter, who has been in the top tier of Delta’s loyalty program for six years, expressed his dissatisfaction with the airline’s poor customer service and the escalating costs of maintaining his elite status. “If I’m able to find an airline that gives me more point-to-point service with less connections, that will be a huge factor in determining who I choose going forward,” he said. Similarly, SuzAnn Brantner has started flying with American Airlines for her work trips, citing the more convenient, nonstop flights they offer. The backlash against Delta’s changes was so intense that CEO Ed Bastian publicly admitted the airline may have gone too far, acknowledging the widespread frustration among loyal customers.
The shift toward spend-based loyalty programs is not unique to Delta; other major airlines, including American and United, have adopted similar models. This trend has been met with considerable disappointment from frequent fliers who have spent years accumulating miles and loyalty points. Dan Daley, a freelance journalist who has flown more than four million miles with American Airlines, is one such traveler. For 17 years, Daley held the airline’s highest status, Executive Platinum, and went to great lengths to maintain it, even taking a day trip to Paris solely to accumulate miles. However, as American shifted its reward structure, Daley watched as his hard-earned points were gradually devalued. “I saw the game was becoming rigged,” he said. Disillusioned with the system, Daley abandoned his loyalty status and adopted a new approach: flying less and only purchasing first-class tickets on whichever airline offered the best deal. “It’s been a much better ride ever since,” he added. His story reflects the growing sentiment among frequent fliers that loyalty programs are no longer a two-way street, but rather a one-sided system that favors the airline and its most lucrative customers.
The ripple effects of these changes are being felt across the industry. In 2023 alone, British Airways, Iberia, and Qantas announced upcoming changes to their loyalty schemes, further solidifying the trend toward spend-based rewards. These adjustments are expected to make it harder for travelers to earn and redeem points, with higher spending requirements and reduced benefits. For instance, British Airways announced that achieving frequent flier status would become more challenging starting in April, while Qantas revealed that earning loyalty points would require travelers to spend more money beginning in August. These changes have left many loyal customers feeling betrayed and defeated. Rob, a British Airways Executive Club member who wished to remain anonymous, was nearly halfway to achieving “Lifetime Gold” status—a prestigious, lifelong perk—when the airline announced its changes. “All my lifetime plans reaching it just before retirement have been blown out the window,” he told CNN. The financial burden of maintaining his status, which he estimated would cost around $50,000 for him and his wife, was simply unsustainable. “It’d probably cost $50,000 between us to maintain Gold,” he said. “That’s not a viable proposition for 99.9 percent of people in this country.”
The widespread dissatisfaction among frequent fliers highlights a deeper issue: the erosion of trust between travelers and airlines. For years, loyalty programs were built on the promise of mutual benefit—travelers earned rewards for their loyalty, and airlines retained their customers. However, the shift toward spend-based models has splintered this trust, leaving many feeling undervalued and exploited. Paula Thomas, another British Airways Executive Club member, summed up the frustration: “It’s extremely disappointing for someone who wants something of value. If you’re not allowing people to enjoy what you’ve promised, or if you’re moving the carrot further away, you’ve misrepresented the value of the program. Business is business, but it has to be fair.” Her sentiments echo those of many travelers who feel that airlines have reneged on their promises, leaving them with little incentive to remain loyal. As a result, many are taking matters into their own hands, ditching their loyalty cards and credit cards, and embracing a more flexible approach to travel. Instead of being tied to a single airline, they are now flying as “free agents,” choosing the best deals and most convenient options available.
The future of airline loyalty programs remains uncertain, but one thing is clear: the relationship between travelers and airlines has fundamentally changed. Gone are the days when miles and loyalty were the primary currency; today, it’s about how much you spend. While this shift may benefit high rollers and premium travelers, it has left many loyal customers feeling disillusioned and disenfranchised. As airlines continue to revamp their loyalty programs, they risk alienating their most dedicated customers—those who have stood by them for years, even when cheaper options were available. The long-term consequences of this trend remain to be seen, but one thing is certain: travelers are voting with their wallets, and airlines would do well to take notice.
