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Co-branded credit cards have long been a valuable tool for airlines and consumers alike. For airlines, these partnerships provide an additional revenue stream and a way to reward loyal customers. For consumers, co-branded credit cards offer attractive perks, such as free flights, upgrades, and other travel-related benefits. However, a persistent issue that has frustrated consumers over the years is the devaluation of rewards.
The Issue: Reward Devaluation Hurts Consumers
Consumers earn rewards like points or miles through purchases made on co-branded credit cards, expecting to use them for travel or other perks. This is especially true for frequent flyers who participate in airline rewards programs like the American Airlines‘ AAdvantage program. However, the value of these rewards can be drastically reduced without much notice. The Delta Air Lines‘ SkyMiles program is an example where frequent flyers have experienced such devaluation. This often happens when issuers or merchants decide to increase the number of points or miles required for redemption, commonly referred to as a “devaluation.”
From a consumer’s perspective, this feels unfair. People spend years accumulating points, only to discover that the same reward now costs significantly more points. What was once a free flight might now require thousands more miles, making it harder to redeem for the rewards they were originally promised.
Consumers also argue that card issuers do not protect them from the decisions made by co-brand partners (i.e., airlines or hotel chains). Changes to loyalty programs, including frequent flyer programs, such as reducing the benefits available through points or increasing the thresholds for elite status, further erode the value of these rewards. In short, consumers feel that they are losing value on the rewards they’ve already earned, and there’s little they can do about it.
A Bulk Redemption Trend Before Devaluation
One interesting phenomenon that often accompanies devaluation is the surge in redemptions. When airlines or merchants announce a devaluation, there is frequently a rush to redeem points before the new, less favorable terms take effect. United Airlines and its MileagePlus program often experience a surge in redemptions before devaluation, with members rushing to redeem miles within the Star Alliance framework. This can be seen as consumers attempting to salvage as much value as possible before their rewards are diminished.
For airlines, this sudden spike in redemptions can pose challenges. The influx of redemption requests can affect seat availability, inventory management, and overall customer satisfaction, especially if customers cannot find available flights or other rewards they want before the devaluation takes place.
Airlines Can Mitigate the Impact
Airlines may not have full control over co-branded credit card devaluation decisions made by their issuing partners, but they can take proactive steps to mitigate the impact. One approach is to track changes in redemption behavior when devaluation or policy changes (such as expiration modifications) are announced.
For example, by monitoring customer redemption patterns in real time, airlines can better prepare for bulk redemptions that occur before devaluation kicks in. They can adjust inventory accordingly, ensuring a better customer experience and minimizing operational disruptions. Airlines can also analyze breakage rates—rewards that go unredeemed—to understand how devaluation or expiration policies affect customer behavior over time.
A Data-Driven Solution for Airlines
One of the key challenges for airlines is identifying trends in customer behavior related to rewards redemptions, breakage, and flight bookings during times of devaluation. With the help of data analytics, airlines can track these changes and adjust their airline rewards program strategies to better align with consumer needs and expectations.
For example, airlines could use predictive modeling to anticipate when large volumes of redemptions are likely to occur and adjust reward availability accordingly. They could also monitor breakage rates to understand how often customers are losing rewards due to expiration or devaluation and tailor communication efforts to encourage timely redemptions. The best and most efficient airline rewards programs use data analytics to improve customer satisfaction by optimizing point earning and redemption processes, ensuring a seamless experience for travelers.
This kind of data-driven approach can help airlines balance the financial benefits of reward devaluation with the need to maintain customer satisfaction. While devaluation may be inevitable in some cases, airlines can at least ensure that they are prepared for the changes and minimize negative customer reactions.
Conclusion: Protecting Consumers and Enhancing Airline Strategy
Co-branded credit card devaluation remains a persistent issue, leaving many consumers feeling shortchanged and frustrated. While airlines may not have full control over these changes, they can play a critical role in mitigating the impact. By closely tracking redemption patterns, breakage rates, and customer behavior during devaluation periods, airlines can better anticipate and adapt to these changes, providing a smoother experience for their customers.
In an era where customer loyalty is increasingly fragile, being able to adjust to devaluation trends and improve communication with consumers will help airlines retain trust and loyalty. Both airlines and consumers stand to benefit from a more transparent and data-driven approach to managing co-branded credit card rewards.