Feeling the Love

“The gap between payers and non-payers continues to narrow,” saysy Rick Garlick, global and travel and hospitality practice lead at J.D. Pow Power. Yet, th the level of satisfaction in airline reward redemption remain remains high, according to a recently released study by J.D. Power. Althou Although the report was commissioned by several airlines, it indicat indicated an overall satisfaction by fliers despite the policies that requir require the dollar spend over miles earned. Six factors were measured: ease of redeeming points/miles; rewa reward program terms; account maintenance/management; e ease of earning points/miles; variety of benefits available; and customer service. Satisfaction was measured on a 1,000-point scale. Most answers came out on the upper end of the scale: 650-882. Highest on everyone’s list in the survey was Alaska Airlines, which for West Coast fliers, allows a miles formula and has strong partner programs. Other smaller carriers with a strong and loyal fan base include JetBlue,Virgin America and Southwest Airlines, although these airlines also operate programs that are revenue based. “Alaska’s purchasing of Virgin America will mean a lot more utility as pieces come together,”says Harteveldt. “And as Alaska builds up more of a presence it could pose a very credible challenge to the other airlines. JetBlue has a presence in important markets for United and Delta and will no doubt grow. Travelers could move business in those directions,”he notes. “I don’t fault airlines for trying to make money,” Harteveldt says.“But economies are cyclical and there are a lot of people out there reassessing their loyalties.” BT