I received my American Airlines AAdvantage Executive Platinum status renewal membership kit last week and noticed several things about it.
- There’s no longer a membership card enclosed. The membership card used to indicate million miler status (X million miles), and so there’s no longer any indication of this.
- Just one luggage tag, not two
My kit didn’t contain any employee recognition certificates, but I’m told other members received theirs.
In 2020 American Airlines stopped sending out physical elite membership cards and luggage tags to members promoting their “fully digital experience.” It was a cost-cutting move, taking something of emotional value away from top customers.
Then a year later physical membership kits were restored for Platinum Pro and Executive Platinum elite members.
- Platinum Pro members received a membership card and six employee recognition certificates.
- Executive Platinum members also received two luggage tags.
Now the membership card has been dropped, luggage tags reduced by half, and employee recognition certificates ended as part of these kits. They’re just a cheaper self-mailer with less personalization and at lower cost.
I’m especially glad that the employee recognition cards are still supposed to be included. Each coupon is a raffle entry. They used to be called “Round of Applause” certificates, often referred to by frequent flyers as “AAplause” certificates. Each month American would draw winners of prizes of AAdvantage frequent flyer miles (and before that the You’re SomeOne Special or “SOS” program gave positive space travel). They moved to the US Airways system of quarterly drawings for cash, and handing out entries was still a nice way to say thank you to employees who provide ‘above and beyond’ service.
American Airlines confirmed to me that they no longer produce membership cards (for Executive Platinum and Platinum Pro members) since “AAdvantage membership cards are now digital and available online / within the app” and also that “1 bag tag is correct.”
PPro. Received my kit the other day. Included one tag and certificates. I don’t use the tag so they can drop that as far as I’m concerned. They will send you as many certificates as you want – just need to call and request them so I’m not concerned that they only sent a few.
PEx in Feb 2023, no certificates, so basically the same as your pack Gary.
3 million-mile, former EP(lost during Covid) here: AA simply does not care about the customer experience any longer; on any level. I’m moving to UA. So far…vast improvement.
The older generation received these shiny plastic cards and believed they were actually elite.
The newer generation recognizes this as marketing to fools.
Psychologists have observed that IQ averages in populations tend to increase over time.
Only got the one tag, no membership card package last fall after reearning EP. This was also the first time such a membership card would have shown the 2 Million Miler level. I did get A&B certificates in the package.
Wait? AA is cutting back on something? Surely you are mistaken, Gary. AA would NEVER cut back on something customer-facing. That would be unheard of given how much value they place on their customers.
cheAAp!
This year’s ConciergeKey kit also did not include a physical membership card … at least mine didn’t. It did still include the individualized metal luggage tag made from the metal of a retired aircraft. Also did include the employee recognition certificates.
While I admit I was disappointed when opening mine (it’s just nice to get a beautiful package and box to feel special/appreciated), I don’t really use any of it so agree with reducing waste and saving money (it truly is just a waste of money..). That said, I’d love to see some creative way to bring back that special feeling that you get when you feel appreciated and thanked for your loyalty. Maybe they could reinvest the saved money to train FA’s to greet us all by name or mandate other personalized things/experiences onboard to make us feel appreciated and special.
@ Gary — This is a smart move. It is a waste of money to do otherwise. I’ve had many top statuses on and off over the years, and I have never and will never use an elite luggage tag. It makes you look like a douche and makes you a target for theft.
I have elite level membership cards from the late 1990’s …. it’s a keepsake!
In the year 2030, you may have to pay a service fee to maintain elite status, not just qualifying
Yo Gary, I read your article on BoardingArea about Maui needing tourists. This is a Marketing issue – all people see is the terrible news stories about the places destroyed. If Maui wants tourists, get the good parts of the island on TV!
Catching up with United. Not even sure why they still bother with a mailer that’s basically a pamphlet.
Also, UA stopped the 1K gifts long ago. No more city-themed coasters, bag handle wraps; luggage tags.
Nice reduction in waste: good job AA! Now just go all the way and eliminate the bag tags.
Status has very little to do with flying anymore: it’s mostly people spending on specific credit cards or buying millions of miles like Gary did, people who would never be elite without it.
And those employee coupons never made a real difference since AA doesn’t do squat to employees that don’t provide good service. To the contrary, since they introduced them customer-facing employees have gotten worse, not better. Good riddance.
Oh no the bag tags! Not the bag tags! How else will people know who is important and who isn’t? I really laugh when I see someone who has like a half dozen of them on their bag. I just shake my head and feel sorry for them.
PlatPro. Mine came with the certificates. In fact I got 6 instead of the usual four.
This is not new…this is what my EXP renewal kit looked like last year.
The luggage tags are the most useless things ever…they just go from the mailer directly to the trash can. They should just stop with those as well.
– signed, an AA EXP.
” I have never and will never use an elite luggage tag. It makes you look like a douche” Exactly.
Elite status doesn’t mean anything when anybody can achieve it by just buying groceries. AA realizes this and are behaving accordingly.
Please post news re AA FA strike vote!!
@Henry
I’m not coming back to Maui while hotels are charging top dollar (I’ve seen between 700 and and 1300. hotels won’t drop prices because existing reservations will cancel and book at lower rate) airfares are sky high and then get a guilt trip to accept less in amenities and benefits because of fires.
While AA cheaped out and no longer does the employee drawings, it is still nice to receive recognition from our customers so please use your certificates when an employee does go above and beyond. Morale is admittedly low so when we can see our efforts to make a difference for you are appreciated it helps us keep going.
The ExPlat luggage tag prevents any flight attendant from playing luggage Tetris with your bag and / or moving it to a different bin.
American Airlines is in a nose dive. As a 3M member I see the need for a change in management and in the meantime I al flying Delta.
I guess the guru has to do something to justify his existence. All these cost cutter measures aren’t registering at the stock market. Not yet….. and somehow, I just don’t think cheapening the brand is going to help very much. Doesn’t being an elite member imply something better than your last 12 months of flying or spending with a particular card? I guess not. I think it’s becoming the norm though. You feeling special? I’m thinking, No.
“We’re not paying a $1 more than we have to”. AA value statement.
EXP: one baggage tag (never use them), and six certificates. Someone here is saying that there are no drawings for employees anymore. I usually give them all to the single person who deserves them, so I don’t have to worry about them until next year…if there are no drawings, that seems pointless, so, I would like to know about whether the drawings have been discontinued. Then the quest for six individuals will begin…
I still have my old Gold luggage tags with the Scissor Eagle, as well as my old Gold membership card. I wonder if the card will still work at a ticketing kiosk
I’m a Millennial and an EXP and I for one actually appreciate the card (which they actually stopped the year before Gary) and the luggage tag (was sad to only get 1 last year), and I love using the certs to make an employees day/hour/min.
I think AA should actually UPGRADE the kits and add MORE personalization and AAditional gifts to the package. Make it something that members have to OPT into. Those members that are too cool/environmentalists can not recieve one. But for those that this symbol really matters too: They receive it and can be proud of this accomplishment and their loyalty and will be free marketers to their friends and family. Heck, I would even pay a small fee/redeem miles to have a better quality kit from AA as a proud and loyal Executive Platinum. $5 for a card, $10 for a card and additional luggage tag, $25 to upgrade the quality of the luggage tags, etc. Have HUB specific gifts for members to buy/collect. And if AA wants us to redeem miles and take them off their books/liabilities,, then give us OPTIONS to redeem them besides ridiculous flight prices.
Y’all would be surprised at how much people like branded status symbols.
EXECUTIVE PLATINUMB.
I appreciate the luggage tags for my carry-on. The AA staff notice them and immediately treat me differently. And, it prevents my backpack from being moved behind me if I am flying in economy on a full flight.
I also place the tags in the upper front zipper of my checked luggage. This has proven useful when my bags do not arrive on my flight (rare occurrence but happens with tight international connections). I inform the baggage claim where the tag is so they can quickly verify my ownership.
I just crossed 4 million miles this month and live abroad. I have not received my kit since Covid…
I’ve been declined by two flight attendants over the past year when I tried to give them the recognition certs. They both said thanks but it’s not really anything meaningful to them. (?) go figure.
@Gary this has been true for some months. I did not receive a current Exec Plat card on turnover in March of this year.
AA’s parsimonious decision is not without consequence. Some airlines, e.g. Turkish, WILL NOT grant a status match without a photo of a CARD.
I doubt AA cares. There’s a lot they seen not to care about these days, even things that pertain to their best customers.
I’m sure they justify all this by telling themselves that they are saving the environment by not printing cards or luggage tags for people. It’s stupid. Your most loyal customers should feel special. I’m a lowly platinum loser and don’t get jack but I certainly would love AA more if they sent me a couple of bucks worth of swag that I might even show off to other customers in passive marketing. This is just reflective of their management in my opinion.
I’ve been Executive Platinum for a couple years now. I received some plat pro luggage tags last year but never seen anything (tags, recognition certificates) for being EP.
YAY! the kits were aweful. Love the tags but the rest were a relic of the past. I have my AAdvantage card from the early 80’s and current digital on my phone. Welcome to the 21st century.
@Christopher Collopy I hope you enjoy the food over at UA.
Personally, I do use the luggage tags, but have so many of them, going back to USAir and Piedmont. I update the tags on my luggage when they get overly worn out or grungy. Not long ago, Marriott sent me a tag in a box that probably cost more than the tag. Then, there’s the assortment of various other airline tags. There’s no way to use them all, especially since I rarely check bags. My wife is also an EP, so we have double the # of tags. The benefit of the tag is that if you do check a bag,, your FF# on the tag can help the airline find you if the paper tag fell off.
But rather than eliminating tags, what they should do is put an EMV-type chip in the tag that is scanned by luggage handlers and luggage sorting systems. That could eliminate paper tags, and eventually simplify luggage drop-off if your travel plans are associated with your personal identifier in the chip. The airlines could even get together and accept a chipped luggage tag issued by any other airline. Might save money, reduce plastic waste, and speed luggage handling.
To avoid waste, they could offer you a choice in your annual welcome letter (or email). Luggage tag, a certain number of miles to your choice of a charity, or plant a tree
I’m a *G with SK. They don’t sell cards by default but you can request them online. I did and the physical card still occasionally comes handy. This is a very unfortunate way to cut costs.
The certificates mean nothing now. No drawings and only worth $1 in points to redeem for a gift card.
As a member of Premium Services I can attest our team consistantly goes above and beyond for our elite fliers, both in the lounge and Flagship check in. Its a shame not all our colleagues are afforded the time to spend on assisting our passengers, but that is just how it goes and have been told my many Keys, EP, Pro, Plats that they really appreciate how I figured out how to solve their situations personally.
What means more to us for recognition is when gratitude is Direct Messaged to AA either by going on AA.Com or via social media.