I think it’s time for some people to plan certain travel again based on where we are in the pandemic.

Of course we are also in a deep recession and possibly a depression (if so, hopefully one that snaps back to mere recession quickly) and I think brands need to be sensitive to where we are in this unique moment. Most brands have been taking a milquetoast approach loyalty programs can engage members even when they aren’t traveling and lead airlines out of their current mess.

We’re past the stage where every discussion of travel leads to trip shaming, and have entered a stage where people disagree about whether they’re ready. That means it’s at least possible to offer promotions now without being universally shouted down for encouraging travel that nearly everyone agrees people shouldn’t be doing.

Still, because it remains controversial and because so many people are either out of work or have less discretionary income (or are feeling uncertain about their financial position) I’d rather see immediate discounts than dropping miles into accounts. Marriott for instance is offering discounts on future trips. Even better would be award redemption discounts for people not looking to spend money at this time. Either way, the message is ‘when you’re ready or need to travel, we’re here to help make it more affordable.’

American AAdvantage is taking a different approach, jumping ahead to encouraging future travel with bonus miles for bookings made now. That’s in effect a rebate, or discount, for acting today and lending the airline money.

Unfortunately what they’re offering is really meager, just 500 bonus miles per American Airlines (marketed and operated) flight when you book now through May 18 for travel July 1 – December 31, 2020. Registration required and you’re eligible for no more than 5000 miles total with this promotion.

As long as you book by May 31 you are eligible to make a change without a change fee, although making a change after May 18 loses the 500 mile bonus.

At 1.4 cents per mile this worth is an extra $7 per flight (a connecting roundtrip nets 2000 miles or $28 in value). That’s not enough to move the needle for me, especially because there could well be better bonuses later (on American… or another airline) and because it seems likely that some airlines may decide to extend their booking flexibility even further. There’s no reason not to register of course just in case you do wind up buying tickets in the next week.