Looking back a couple of years when I needed to fly somewhere I went to AA.com and booked one of the itineraries it offered me. I connected on American rather than flying non-stop on a competitor, or took less convenient flight times. I even spent more on tickets because American Airlines treated me well as an Executive Platinum member.
That’s the power of a strong loyalty marketing program. It earns incremental business and increased wallet share, converting trips that would have gone to a competitor.
I will still earn Executive Platinum status meaning I’ll hit at least 100,000 qualifying miles and — having spend $50,000 on the Barclaycard Aviator Silver MasterCard and received 6000 elite qualifying dollars — I’ll hit at least $12,000 in qualifying spend.
However I don’t go out of my way to fly American. I’ve flown United, Delta, Alaska, Southwest, and Virgin America on paid domestic itineraries this year. In fact I fly Southwest Airlines today.
American is making a predictable play to try to generate incremental business, sending out targeted offers of bonus miles based on spend over the next three months. The offer they sent me is too much spend for too little juice.
Register below using promotion code FM30J before you travel and no later than July 21, 2017
Earn 6,000 Elite Qualifying Dollars (EQDs) on American or other select airlines* between the date you register and October 13, 2017
Once reached, we’ll deposit the award miles into your account within 10 business days
And $6000 in 3 months is more than I’m going to spend on American tickets, because upgrades are harder to get and confirmed upgrade inventory even on domestic flights has dried up. Fewer confirmed systemwide upgrades (that are harder to use) are awarded. And fewer redeemable miles are rewarded for flying, too (since break-even mileage earning with the old distance-based system is set substantially higher than the average fare).
Last year United ran a targeted offer of bonus miles based on qualifying dollars earned between April 19 and September 4. My offer required fewer dollars spent on tickets, and offered up to 75,000 miles. Along a certain margin it did encourage me to book more United tickets for travel I was going to do anyway, where United schedules were equally convenient and priced.
In my case 30,000 American AAdvantage miles isn’t going to move the needle on my wallet share enough to get me to more than double the spend I’d give American in the upcoming quarter.
Perhaps others received better offers!
Terms and conditions:
This is an exclusive offer only for members who received an email directly from American Airlines. You must register by 11:59 pm CDT on July 21, 2017, and prior to travel in order for your flights to count toward this promotion.
* AAdvantage® bonus mileage offer is only valid for travel on American Airlines marketed flights (operated by American Airlines, American Eagle service, British Airways, Iberia, Finnair or Japan Airlines). Flights marketed and or operated by other codeshare partners are not eligible for this promotion. Qualification for the bonus miles offer is based on Elite Qualifying Dollars (EQDs) earned on purchased, published fare tickets on eligible airlines between the date you register and October 13, 2017. Bonus EQDs earned as part of another promotion do not count toward elite status qualification or AAdvantage® Million MilerSM status. Travel flown prior to registration for this promotion is not eligible for the bonus mile offer. Bonus miles will post within 10 business days of reaching the EQD threshold.