PROGRAM

Are loyalty programs a fool’s game?


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Today is Frequent Flier Appreciation Day, better known as April Fool’s Day.

At least that’s the way hundreds of thousands of disillusioned United Airlines Mileage Plus members see it after their program was unceremoniously devalued last month. One of them is Ben Lawrance, who, for more than a decade flew on United or one of its Star Alliance partners “almost exclusively” to build and maintain his elite status.
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Are loyalty programs worth “nothing”?


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I’ve been biting my tongue for the last three months, trying to avoid loyalty program questions from readers. But after hearing from William Howard, I had to break my silence.
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