USA TODAY International Edition
J.D. Power: JetBlue, Southwest are 1-2 in frequent-flier ratings
Alaska Airlines is third in customer satisfaction
JetBlue Airways’ “TrueBlue” frequent-flier program topped the list for customer satisfaction for the second consecutive year.
That’s according to J.D. Power, which revealed its 2018 Airline Loyalty Program Satisfaction Study on Wednesday. It’s the second year the group looked specifically at airline loyalty programs, a study that’s in addition to J.D. Power’s long-running overall customer-satisfaction ratings for airlines.
JetBlue’s program bested runner-up Southwest and third-place finisher Alaska Airlines in the study that looked at the USA’s six biggest carriers.
J.D. Power found that travelers’ satisfaction improved year over year, rising 16 points on a 1,000-point scale as compared to 2017.
“Airlines have worked hard over the past several years to demonstrate the value of their loyalty programs, particularly to general members,” Michael Taylor, J.D. Power’s Travel Practice Lead, said in a statement.
Despite the increase, however, the study found that confusion about program rules – including on how to redeem points – was a significant drag on the satisfaction scores at some airlines.
Taylor said while efforts by carriers in the study “are paying off in the form of improved overall satisfaction scores, airlines have a huge opportunity to improve when it comes to customers’ ease of understanding the rewards program.”
The 2018 J.D. Power study found that half of “general,” nonelite frequent filers say they do not completely understand how their airline’s program works. Even among elite-level frequent fliers, about a third found the rules of their programs to be confusing.
“JetBlue does very well in this area, though across the industry it’s only happening about half the time,” Taylor added.
J.D. Power’s study focusing on frequent-flier programs is one of several that have begun to look not simply at airlines, but specifically at their loyalty programs. Another such study was released in March by The Points Guy website; that study gave Alaska Airlines’ program the top rating, followed by those at Southwest and Delta.
Among other interesting findings in the J.D. Power study:
❚ Name recognition:
J.D. Power says “overall satisfaction scores increase 120 points among status members and 78 points among general members when their name is used by airline staff or when their preferences are recognized.”
❚ Point hoarding:
The survey found that 74 percent of frequent-flier members say they prefer to keep collecting points or miles until they have enough to redeem for a big-ticket item. Only 13 percent “prefer to redeem their points for quick discounts,” according to J.D. Power.
Overall airline ratings
1. JetBlue (TrueBlue): 812 points (on a 1,000-point scale)
2. Southwest (Rapid Rewards): 798
3. Alaska Airlines (Mileage Plan): 791
4. Delta (SkyMiles): 786 Industry average: 776
5. American (AAdvantage): 749
6. United (MileagePlus): 746
Frontier updates frequent-flier program
Frontier Airlines is revamping its frequent-flier program, touting the move as a “reinvention” that will add new benefits and perks for its top customers.
Frontier’s loyalty program will now be known as “Frontier Miles,” a name that replaces the company’s previous EarlyReturns branding.
Among the changes:
❚ Elite status changes:
Frontier now offers three levels of elite status. Frontier’s previous EarlyReturns program offered just one tier, which was gained when a member flew 20,000 elite-qualifying miles in a calendar year. Under the new setup, Frontier’s elitestatus tiers will be available for customers who hit one of three elite-qualifying mileage thresholds: 20,000 miles, 50,000 miles and 100,000 miles. Each tier brings additional benefits.
❚ Family benefits:
Frontier will allow elite Frontier Miles members – and those who have its new Frontier-branded credit card – to pool miles with up to seven additional family members. Frontier adds that “because all families are not the same, we leave it to the customer to define their family in the program.”
The carrier says there will be no fees or mileage minimums for eligible members who wish to pool miles for an award.
❚ Credit-card update:
Cardholders of Frontier’s re-launched credit card can now earn one elite-qualifying mile for every dollar spent on the card. Frontier claims it is the only airline to offer a 1for-1 option for earning elite miles per dollar spent.
Other airlines offer spending options but only after reaching a threshold.
For example, some airlines will offer 5,000 elite-qualifying miles, but only after spending $20,000 in a calendar year.