Frequent flier executives concerned about reward availability: survey

Seat availability is “too limited” at the lowest reward level, as per the findings of a recent survey of frequent flier programme management. (2/28/2007)As per the survey, conducted by IdeaWorks, in cooperation with Airline Information and Global Flight, during February, 67 percent of programme executives recognised that consumers are frustrated by the lack of basic reward availability for the entire airline industry. This awareness seems to be having an affect on policy, as nearly 60 percent of survey respondents anticipate some level of increased reward availability for 2007. According to a release related to the survey: “The dynamics of frequent flier programmes have clearly changed over the years. What began as a method to increase loyalty has now become a source of desperately-needed revenues. 42 percent of programme executives indicate top management now rates the ancillary revenues generated by frequent flier programs as the benefit of greatest importance.” It added that booking reward tickets is a top-of-mind issue for frequent fliers. “It seems every frequent flier has a tale of woe on the topic of reward availability. Consumers might be surprised to learn programme executives are very aware of the problem. The survey measured perception of the reward availability issue by comparing it to other areas of complaint, and by seeking feedback for the airline industry as a whole. By every measure, reward availability appears to be problem number one in the airline industry.”

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