| Will
airline bankruptcy wipe out frequent-flier miles? | | By
Melissa M. Ezarik Bankrate.com |
| As gas prices soar and reports
on already-struggling airlines land in the media almost daily, consumers who find
themselves in the air a lot may have mile-high worries.
Blackout dates, limited seating
and higher transaction fees for cashing in on frequent-flier reward miles are
the least of those fears. Delta Air Lines and Northwest Airlines are the latest
names making bankruptcy headlines. What if your favorite airline spirals into
bankruptcy or ceases operations? It's enough to give the most seasoned reward
program members white-knuckle fever. With more than
163 million members, of 92 programs worldwide, with almost 10 trillion outstanding
miles in their accounts as of early 2005, according to frequent-traveler program
guru Randy Petersen, that's a lot of potentially lost time in the friendly skies. Should
members be concerned? Program profits
First things first: Airlines aren't looking to dump their reward programs. They
bring in money. Lots of it. "So far the economics of these
programs are so attractive to airlines and so attractive to third parties. And
they aren't going anywhere except upward," says Robert Mann, a Port Washington,
N.Y.,-based former airline executive who's now an industry analyst and consultant. How
can a giveaway turn a profit? The key is nonflight activity, which accounts for
more than half of miles earned, excluding promotions and other bonuses, explains
Petersen, who has been chairman and president of several frequent-traveler-program
related businesses, including InsideFlyer
magazine, since the mid-1980s. From credit-card issuers
to hotels and rental car companies, program partners are paying airlines for each
mile earned. And with airlines giving away available seats only, "It's a
really good business," he says. A case in point: "United
Airlines' Mileage Plus is still out there kicking," Mann says. When United
Airlines, which filed for Chapter 11 bankruptcy in 2002, announced its reorganization
plan in 2005, shareholders were told the frequent-flier program was strong and
profitable; it would remain unchanged. "They don't want
to upset people who may fly somebody else," Petersen says. After
all, these programs -- and the airline industry at large -- depend on customer
loyalty. Program membership is "kind of the go-to list that airlines use
to try to work their way out of bankruptcy," Mann says. Both
Delta and Northwest, since having filed Chapter 11, have assured customers their
rewards programs are secure. You can read Delta's FAQ about Skymiles at Delta.com
and you can read Northwest's letter to customers at NWA.com.
Airlines try to keep regular fliers happy during the best
and worst of times. During this year's Northwest Airlines mechanics strike, for
instance, the chance to earn 100,000 bonus miles and other promotions popped up
for WorldPerks program customers. "Northwest strives to
keep our most loyal customers by keeping the program's value proposition strong,"
says spokeswoman Tracy Carlson. That can mean replicating other airlines' offers.
Northwest, for example, announced soon after the strike began that it would match
a United frequent-flier promotion. If
history repeats ... While the past can never fully
predict the future, experts note that history has been kind to loyal customers
of major airlines. Program points "actually turn out to be pretty persistent
currency," Mann says. Even through bankruptcies, miles haven't been extinguished. |