Despite being hobbled by a less aggressive co-brand credit card issuer in Bank of America, Alaska reports in their fourth quarter earnings call that they “saw double-digit percentage growth in our revenues” from Mileage Plan and that comes on top of “incredible years of growth in our loyalty program since the acquisition.”
The financial performance of the program demonstrates that charting their own course – investing more in marketing – drives customer loyalty and revenue to the airline and helps them to compete effectively against less generous airlines