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Just how meaningless is the airline elite level?
Christopher Elliott, everyone's favorite travel consumer advocate has an article posted on CNN that has me scratching my head. Posted between a discussion of how American Express mishandled a loyalty perk, Elliot claims that airline elite levels are "generally meaningless".
I'll leave the American Express debate to Christopher, who has much more experience in dealing with those matters, and focus for a second on his statement about the elite levels.
My initial reaction is "are you kidding me?". Then, once I calmed down, I decided to think about my own personal experiences with the airlines I fly, and how being an "elite" has helped me over the years.
Lets get one thing out of the way first - a "general member" or even lower tiered "elite" is indeed mainly marketing, and generally meaningless..
Just because you figured out how to sign up for the frequent flier program does not make you an elite, despite waving your blue card at the check in desk, nobody is going to upgrade you.
| I am an elite, and I love it | |
|---|---|
| I am an elite, and it is indeed meaningless | |
| Don't have it, but do want it | |
| Don't have it, don't want it |
However, once you prove your loyalty to the airline by flying them enough, they'll reward you with a shiny card and a pretty decent list of perks. For example; once I had flown enough with British Airways, they made me "gold", which is their highest (public) tier. With this new card, I was able to use their lounges any time I flew them, and even gain access to their lounge when I was forced to fly a different airline. The card got me upgraded on about 1 in 3 flights, and when I flew with friends, they'd often upgrade them too.
I'd get similar treatment from United Airlines, Lufthansa and BMI. In fact, I don't recall ever being loyal to an airline and not seeing them prove their love to me. Not once did I ever achieve elite status and wonder why I even bothered.
When I was stranded at an airport after missing my connecting flight, one call to the British Airways Gold desk got me rebooked on the next available flight, without having to stand in line and keep my fingers crossed that they could find me a seat. If I needed a last minute award ticket, the airlines were almost always able to accommodate me. If I booked a flight in coach, a quick trip to their website would get me upgraded, in exchange for one of their complimentary upgrade vouchers. On some long haul flights, such an upgrade could easily be worth $7500. You do the math.
But then it all dawned on me - Chris Elliot does not want you to know about elite levels, and would rather you not bother trying to achieve elite status. Because let's be honest - the fewer elite fliers there are, the more free seats we'll see up front for upgrades and the more free food is available in the lounge. At least, that is the only logical reason I could think of.
Reader Comments (Page 1 of 1)
Heather Poole Feb 4th 2009 6:31PM
I'm so glad the "I'm an elite member and I love it!" category is winning. My husband is an elite member and he loves it so much he just about kills himself to become an elite member every year, even if that means taking an extra trip just to get the miles.
TC Feb 4th 2009 6:46PM
I remember achieving Elite status for 1 year with NWA, and the automatcic upgrades the following year were great. Too bad I only fly once a year to the Philippines to see my son. I always end up 4 to 5 thousand miles short every year.
Tom Johansmeyer Feb 5th 2009 6:31AM
I have to agree with you about NWA. I was platinum for a year and gold the next, and it was amazing. After flying Boston to Omaha for the better part of a year, those upgrades were crucial.
It was really funny to watch the progression of upgrades throughout the year. When I first started going to Omaha, I didn't have any miles and thus no status. After a few weeks, I made silver ... and the people at platinum finished their projects and no longer flew my route. Then, they guys who were at gold moved up to platinum, and I moved up to gold. Then, they finished their projects, and I started getting upgraded on almost every flight.
Long-winded, but yes. Status makes a huge difference. Not so much at silver, but it starts to matter at gold. At platinum ... fantastic.
jesse gomer Feb 4th 2009 8:54PM
On a recent trip with AA they waived the baggage charge because i have the gold membership. I was traveling with my family of four, and each had a bag so it saved us $120 roundtrip
lori.humm Feb 4th 2009 8:53PM
I am elite on Delta and I fly a lot of small airports. I'm really quite frustrated when they tell everyone to get on the plane and do not allow elites to board first. I don't get many perks since the planes are too small for first class, I'd at least like to get on and get settled without having to wait in the queue. I think you are wrong about Christopher - the airlines are forgetting how to treat elite passengers, at least domestic ones.
BrianM Feb 5th 2009 7:34AM
I think the top answer should have read: "I am an elite member and it is better than not being elite"
It really is not about loving it, but the way that people are being herded on and off aircraft, the reduced leg room in most aisles, no meals, no movies, no drinks (water even), and the do not bother me attitude of most of the airlines (and yes I blame the airlines for the attitude as they accept and encourage it from their employees by not treating them with much respect). Elite status is a way of not being abused as much.