Alaska’s Vice of Loyalty, Alliances and Sales did a Reddit Ask Me Anything. He took a dig at Delta for undercutting their LATAM partnership and reports that top tier elites with the airline are upgraded more than 60% of the time.
- As an American Airlines AAdvantage Executive Platinum, right below their own top elites on the upgrade list, my only Alaska flights have been upgraded (with a companion).
- Alaska seems to largely have enough seats up front relative to their top elite pool, and do a better job with upgrades than competitors, despite moving in the direction of the rest of the industry monetizing first class seats to infrequent flyers for minor ducats.
- But it’s nothing like it once was, of course!
Brett Catlin was surprisingly candid, but he often is, and the format pretty much requires it or things go very badly. I assume he knew what he was getting into! And he revealed several things:
- Expect multi‑factor authentication for account login soon, to fight account takeover/redemption fraud.
- While you’re seeing more expensive awards than you used to (especially for Hawaiian flights) that isn’t because they’re pricing the same seats higher – there’s been no material change to core pricing logic – you’re now seeing “all seats bookable with points,” and that means higher prices where cash demand is high (versus no redemption option at all).
- While they won’t return to pricing levels from a decade ago, they’re trying to avoid “monopoly-points” style inflation and keep redemption meaningful.
- Phantom partner award space is an issue, not just for Alaska, and stems from legacy technology and different booking platforms across airlines. Alaska’s immediate focus is catching failures earlier in the flow (before payment).
- They’re still a couple of years out from selling revenue premium economy tickets on partner airlines through their website.
- He described losses of big name partners – LATAM and Singapore Airlines – as “not fun” and tied to larger‑carrier pressure. That’s a pretty clear shot at Delta, which owns a significant stake in LATAM.
- They avoided the coupon book approach with their premium credit card. They wanted to do “4x dining & foreign” transactions but the math didn’t pencil. They also considered more lounge passes but that would have forced a higher annual fee.
- Currently Alaska doesn’t offer infant tickets on partner award redemptions. That means you can’t use your points and travel with a lap infant (unless you can get the partner to ticket it). You’d have to book an additional seat for a child under 2, which is far less available and lots of children that age can’t really sit in their own seat (and many seats don’t work well with a car seat or other restraint). The issue is “niche but impactful” and will be addressed. No timeframe was given.
- Catlin misses the old pre-pandemic 12 ounce cans of soda and wants those back.
- They’re actually actively discussing pet travel recognition (“frequent ‘fur’st class travelers”).
Here’s a good rorschach test for a loyalty executive – ask them what their favorite loyalty programs are besides their own. Do they understand value and can they think like a customer? Here’s what Catlin had to say.
I’ll answer this a couple of ways. First, I have a ton of respect for programs like Aeroplan, AAdvantage, Flying Blue, and Qantas Frequent Flyer. They all offer compelling member value, have innovated over time, and built real trust with their members.
In terms of my favorite loyalty program (Atmos excluded), it’s without a doubt World of Hyatt. I love how they’ve managed to put rewards at the center of the brand and use it as a way to punch above their weight in an industry dominated by consolidated giants (sound familiar?). They’ve invested in the details: tech that works, a great mobile-first experience, benefits that can be shared (amazing!), and a really solid earn/burn proposition.
My favorite recent Hyatt redemption was at the Park Hyatt Sydney with my spouse and six-year-old – terrific value, an awesome breakfast, and a swoon-worthy location. I’m also looking forward to the Park Hyatt Niseko this winter with the family (and getting there on an Air Group 787 via SEA/NRT). Thanks to the Reddit community for helping me figure out when redemptions opened at the PH Niseko to score four nights with the suite upgrade!
Good answer, though I’d push back a bit on Qantas. It’s good for the region, and they’re good at merchandising, and much of what’s bad isn’t exactly the fault of the loyalty program – strict credit card interchange regulation forced massive devaluation given a desire to maintain earning of a point per dollar on spending (each point had to be worth less). The other major problem is award availability but that’s a revenue management issue, that stems from lack of aircraft relative to demand coming out of the pandemic (although long haul premium cabin space was never good, but they now do make more space available to their own members than to partner carriers).
Hyatt is undoubtedly the best program for elite guests given a more robust breakfast benefit, consistent delivery of late checkout, and confirmed suites at time of booking. If their footprint works for you, it’s hard to argue a customer looking for a program to stick with should go elsewhere, despite some consistency challenges and significant points devaluation over the past five years.
It’s not just spin that Delta SkyMiles doesn’t get mentioned here, and not coincidence that Alaska’s loyalty program has remained a key differentiator with Delta that’s driven the airline’s strong performance in the face of that carrier’s onslaught in the home Seattle market. Competition turns out to be actually good for consumers.
AS will eventually be forced to monetize the first class cabin. Particularly as the airline will having rising costs as Alaska expands it’s routes.
@ Gary — Why does everyone believe this guy? The reality is that Alaska has done nothing but cut, cut, cut, yet somehow he manages to make people think they are improving things. They have not so far.
For me the biggest news was that for travelers who choose “Mileage earn” they have stated that there will be no Class of Service bonuses, just miles flown.
An exception for this is for partner travel booked on partners which gets a boost to 250% of actual mileage when business class is purchased from a partner.
They clearly want us to book J elsewhere. Don’t understand it, but I will plan accordingly.
George is right.
They have used their loyalty program as an incentive to book w/ them. It is a cost.
DL has no relationship with SQ so certainly had nothing to do with their decision to put distance between themselves and AS.
AS just might find that, as AS has to raise the cost of miles to partners, less of them are interested in having a relationship with AS.
Since all Wall Street analysts that cover ALK have downgraded their earnings estimates, this merger might be harder to pull off than AS execs have predicted. AAL and LUV have seen similar analyst activity. In contrast, DL kicks off airline Q3 earnings this Thursday and 15 out of 17 analysts have upgraded their earnings estimates. UAL is half up, half down.
Upgrades 60% of the time? My personal experience pre-pandemic was that it was higher than that.
There’s no question in my mind that it’s harder today to get upgraded on AS than before – as they have started being more strategic with monetizing upgrades. Transcon paid upgrades right before the flight are $200 at times now – as you sweat to battlefield clear.
But, I’ll take 60% over less than 10% for Delta…
“He described losses of big name partners – LATAM and Singapore Airlines – as “not fun” and tied to larger‑carrier pressure. That’s a pretty clear shot at Delta, which owns a significant stake in LATAM.”
I guess, but Delta owns ever so much slightly more of LATAM than QR. Delta is LA’s only JV so maybe that matters to the other owners (not DL/QR) but it’s hard to see Delta’s 10% ownership stake as being little more than a very interested party.
@Tim Dunn, @MaxPower — Aww, you two are getting along today, so far. How sweet. I’ll give that Atmos(t) a few more comments, then the gloves come off!
Sounds like Alaska has a problem filling those first class seats if they can upgrade that many people. Delta does a much better job at filling its premium seats and doesn’t have them to offer for free upgrades. If I was the owner of Alaska I would be wondering why I am not selling those seats.
with all due respect, Elliott only owns about 15% of WN but has taken a wrecking ball to their business model.
10% seems more than enough to have LA ditch a mileage partner – if DL was so inclined to ask LA to do that.
But the point is still that DL has no influence at SQ and SQ pulled back. Trying to come up w/ a theory based on one data point will invariably lead to errors.
AS has long bought loyalty through more generous awards and upgrades – which do have a cost – and through partner rewards.
Not only do other airlines have less of an incentive to partner w/ AS as AS has to reshape its awards program to incentivize people to fly its own metal instead of its partners, but AS is increasingly competing w/ its partners.
I have never understood how the AS-KE partnership survived as long as it has; if DL was out to cut off partners, KE would have been the first place to look. Apparently DL and KE (and their JV) benefit by having KE have access to AS and DL networks and loyalty programs.
“Alaska Airlines VP Boasts . . . they do a poor job of attracting full-fare premium passengers and aren’t successfully montizing available seats.”
@this comes in my daydreams
you might want to learn how to spell monetizing before critiquing those that do that for living. Delta has made no dent whatsoever vs Alaska. Alaska has only grown in their overall market share since DL started going in SEA. To say nothing of how relevant AS now is in OR and CA vs Delta in CA (or OR but who are we kidding there… DL is a joke there)
Cute though.
Reading this blog got me to thinking. Way back when………………. when I just started traveling for biz, I often flew AS. At one point they were giving out gold to frequent flyers. On a hunch, I went through my old junk from biz flying days. Besides finding my old Executive Traveler folio, and card, along with my Ionosphere card, and a pocket Eastern flight guide. And lo and behold, I found 7 grams of Alaska gold bullion. Well, I can’t retire on it, but I believe in today’s market it is worth about $500.
Thanks AS.
Given a choice out of SAN, I always choose Alaska, despite my Executive Platinum status with AA. And yes, I am upgraded at least 75% of the time on 3-4 roundtrips every year, and usually with the spouse, a better batting average than I have with AA.
@Diego
Despite your AA EP Status? isn’t that a benefit? you did nothing and Alaska rewards your AA status.
I’m old here
Back in the day as a Platinum member on AA I could upgrade with fair ease
now as an exec plat rarely ever on American or Alaska in my experiences more recently
Great points here in this thread ALASKA needs a first class that folks wish to pay for more often
More comfortable seats, better leg room and superior dining which it doesn’t have so I rarely ever buy it
ALSO they deny refuse all Emeralds except their own elites any benefits when booking awards from ones Alaska account refusing to enter their ADVANTAGE account numbers unless flying revenue tickets
So I’ve cut my flying with them 90% or more
It’s interesting American treats Alaska customers more respectfully yet Alaska craps on Americans customers when using atmos points
Alaska sucks these days but not much worse than the others.
AS has by far and away the most consistent domestic F, and, other than DL/UA/AAs lie-flat seats, they have the best dometic F. Delta’s leg room is a complete joke. If AA would keep their aircraft in better conidtion, even they would be far better than Delta.
Max,
feel free to list the marketshares for all airlines in Pacific Northwest.
DL never said that it intended to pass AS in size; it is mind-blowing that people like you that harp incessantly on a goal that exists only in your mind.
The issue here – which you clearly struggle to grasp – is that AS has decided to go after one more of the travel areas from the PNW where AS is not the largest; AS has long been the largest carrier on the west coast from the PNW, DL has long been the largest international carrier.
AS went after HA because AS can’t figure out how to grow and an advantage by just being a domestic carrier.
SO, yes, AS’ own actions prove that it is trying to close the gap that it most certainly does have to DL.
As a 100K Million Miler, I’ve gotten upgraded about 80% of the time this year.
I’m thankful that Alaska recognizes the value of upgrades to its FFP.
Delta’s not only monetized its First Class cabin, but it’s also less spacious and offers inferior catering to Alaska.
No thanks, Delta. I’ll stick with Alaska.
@Tim
PNW
Alaska: first place along with OneWorld partners
Delta: not in first place anywhere
WA: Alaska
OR: Alaska
California: not Delta
You realize I can look this up?
you just couldn’t provide a list.
let me start it for you
1. AS
2. DL
The notion that DL has failed because it isn’t #1 is a perverse figment of your imagination.
and DL IS the largest airline at LAX
And DL’s share in SEA, since that is what you are fixated on, has largely come from other carriers. Feel free to post the share losses for UA and WN over the past 10 years.
No, you won’t do that.
1990.
it was fun while it lasted.
There appears to be new peace in the Middle East so we’ve got that going for us.
lol
I guess I forgot where I mentioned UA and WN share in SEA. Oh wait. I never brought up your red herring, as usual.
DL is the largest metal at LAX while the AA gates are being remodeled. They’re still the smallest alliance on just about every metric.
you’re so tiresome and boring.
@Maximus Dickheadius. Great. Let’s see how you think this works. First, you “win” if I misspell something. Second, you “win” if you think this was a comment about Alaska vs. Delta in Seattle. I gave you my take. Give your take. The one who is right wins . . . bragging rights. Why make a travel blog like a Packer vs. Bears bar fight?
@Tim Dunn, @MaxPower — Fun, indeed. I enjoyed from my seats in the peanut gallery. Lasted Atoms(t) a day!
(And, @Tim Dunn, I still need to make it back out to the PNW, and had planned to visit PDX on DL, but had to postpone; really want to attempt DeltaOne outta SEA to try the new D1 lounge.)
@This comes to mind — I honestly thought ‘@Maximus Dickheadius’ was another one of @Un’s characters on here, yet I realized you were mocking @MaxPower. Then you did a Saw-like, let’s-play-a-game thing with those ‘I win’ questions… odd cookie.
I was a VX elite. I am overall very happy at Alaska.
Sure. I chastise them for bad IT and they don’t post flights properly.
But their food is the best food domestically in the USA or Canada for that matter (anyone that knows AC parsley omelette still being served for 50 years knows what I mean) in the front or back.
I just hope they bring a premium feel to their AS branded 787s. This is the real large project (other than IT) that they need to do.
Thier lounges are quiet and quite premium feel versus UA/AA/DL which feel like a holiday inn express buffet ravaged by hungry zombies.
I just wish changes to earning was clear and full. Not full of concepts and not with any t and c that has been proof read.
@1990 I can’t tell if I’m supposed to be an asshole roman gladiator or the next Caesar getting ready to marry Cleopatra
though I appreciate the Latin royalty angle from “this comes…”
Though I can assure everyone on this website, you’ll never see me in a BearsPackers bar fight. What trash. There’s a reason the Bears are moving out of Chicago proper
Does he think ORD is my second home?
Max,
feel free to show us on AA’s financial statements where AS’ flights – which are not part of any JV with AA – show up.
Tiresome is you using the same tired and clearly false statements over and over and over again.
AA pulled back at LAX because it wasn’t making money. The race in LAX for #2 MIGHT be between AA and UA; DL is firmly at the front of the pack.
1990,
yeah, DL has functioning business class lounges at SEA; their domestic competitor is still working on it – along w/ premium economy and many of the other elements that come standard w/ true global carriers.
Think you can get over to Sharm el Sheik to see the ink flow tomorrow?
Now if only someone can bring peace to Ukraine. I do kinda like that the US is providing Ukraine w/ 1500 mile missiles. Fuel shortages might make folks in Moscow realize life is not business as usual.
@MaxPower — I’m all for more Gladiator sequel. Yes, please.
You bring up a good point, where’s occasional commenter, @O’Hare Is My Second Home, or whoever?
Tim,
You’ll have fun when you learn about how alliances and reciprocal loyalty works. You seem to be all about alliances when it comes to Delta dropping the biggest route from LAX, LHR…
but don’t seem to be aware of how Alaska and AA are quite complementary to AA’s historic position at LAX and southern California. But live your dream
“Tiresome is you using the same tired and clearly false statements over and over and over again.”
Which ones are those again? Delta’s size in Southern California? Their inferior partners in LAX vs AA and UA?
It’s like you find a talking point, rally around it, then have no idea how to respond to anything in response.
Sleep tight, Timmy
Does your wife really not care when you’re just typing well into the night and leaving her alone ? I’m starting to think she doesn’t exist…
@Tim Dunn — I am cautiously optimistic about the peace plans, especially the release of the remaining hostages; it seems getting the Arab countries on-board was huge. Credit to #47 and his team; so, maybe he will get his ‘prize’ after all. Perhaps, instead of Egypt, we should be heading to Stockholm! Bah…
max.
it is YOU that needs to understand what an alliance is and what revenue sharing is.
Just because AA pulled down huge amounts of its own presence on the west coast, teased how it would build SEA but has not, and now subcontracts flying to AS doesn’t mean a thing to AA
AA and AS do not share revenue or jointly capacity plan as much as you want to believe otherwise.
As hard as it is for you to admit, DL has beat AA like a rug on washday in BOS, NYC and LAX and no amount of subcontracting to B6 or AS can hide that. UA has done the same at ORD.
It is beyond tiresome for someone that claims to understand airlines as much as you do to make claims that are little more than marketing fluff.
And DL just announced a very healthy 3rd quarter and raised guidance for the rest of the year, something AA certainly won’t do and it is doubtful that AS will do either.
1990,
let’s see how the next few days and weeks play out in the Middle East and beyond. Someone needed to come up w/ a solution that ended the carnage. and it took and will take a lot of players
@Tim Dunn — The only thing that appears constant is change. Whether its better or worse is still up for interpretation. I’d hope a cessation of hostilities in that region, as well as Eastern Europe, Africa, and elsewhere, and hopefully to prevent the wider war in East Asia. All of which would likely be better for international commerce and air travel, which I believe we all care deeply about here, or should.
1990
I couldn’t agree more with you, my friend
Imagine Prashant Sharma or Joe Kiely doing a SkyMiles AMA. HA! Those ree-ree’s wouldn’t be able to answer the question about favorite loyalty program. They also wouldn’t be able to answer why they’re about to strip benefits away from Diamonds. Get your emails ready for our guy Ed B.
@QuarterbackBill – Prashant Sharma is gone from Delta… https://viewfromthewing.com/the-skymiles-vp-who-promised-less-value-is-gone-but-the-damage-is-done/
Last month he moved to Citi
The inconvenient truth is the new Atmos program and AS/HA merger involve complexity the current AS and BoA tech stacks — and customer service reps, for that matter — can not yet support.
The resulting confusion and blow back have exposed other relatively recent program tweaks that either were poorly communicated or not communicated at all. As well as issues AS loyalists have been trying to tell deaf management ears for some time.
Some of the fixes will be easy, assuming the membership is patient.
Overall, the complications seem aggravated by an agile-like approach of adding one uncoordinated, untested layer of change on top of another.
There also is an emerging undercurrent of blaming members for the program launch issues. (“They should have moved their HA points over to AS when we asked them to” etc)
Not a good look.
@Gary…get ready for the destruction of Citi TY Points. Also get ready for Delta to remove CLEAR for Diamonds and them to lower the Amex statement credit Choice Benefit. That 1% GDP number they claimed several years ago was more like 0.51%…Delta math. Highly ethical. Speaking of ethics… Sharma or karma?
@QuarterbackBill — Most savvy travelers already have CLEAR reimbursed through Amex Platinum, so no big loss for Delta Diamond Medallions.
Unless they have a P1 (or their employer) who books and pays for all their flights for them, nearly all Diamonds likely have a Platinum card for themselves, namely for the 5x MR (far more valuable) on airfare, which, ironically, is better than any of the Delta credit cards (even, the Delta Reserve, just 3 SkyPesos/dollar on DL purchases).
As to your final point on ethics, please keep your Sharma and karma, give us some delicious shawarma, instead.
60% upgrades? Do not believe a word of that. That’s either a bald face lie or misleading at best. I flew another 100k this year and haven’t received a single upgrade other that PDX to Seattle. They have many open first class seats a couple days before departure but they always sell out in last 24 hours due to price drops. Alaska is no longer a differentiator in the space.
The guy from Alaska is a total liar. Alaska Airlines is selling every single seat in first class even until the last minute as an upgrade. On a recent flight to Maui from Seattle I noticed they were several first-class seats even though I was gold I was not upgraded to them and there was a waiting list not a single person was cleared every single seat that was available was purchased as an upgrade. This was never the case in the past the upgrades would have cleared at least 24 hours before. These people are such liars. I have proof because I was the one who purchased the upgraded seat as they kept dropping the price for the upgrade the closer it became time for the flight but not once did to think of releasing it to their gold members.
@Srini Rao — That is quite frustrating. It’s another reason why airline points and status programs really should be better regulated (DOT, FAA, FTC, CFPB, any and all of ’em); for now, it’s still the Wild West out there. Safe travels!