Starting next year, Alaska Airlines is set to revamp its Mileage Plan program by introducing new perks that celebrate milestones achieved by its members between various elite status levels. This initiative is poised to not only enhance the customer experience but also encourage greater engagement with the airline. In a competitive landscape where airlines continuously strive to attract and retain loyal customers, Alaska’s new approach may provide a significant edge, particularly in how it rewards miles earned through both flying and spending.
A salient feature of the revamped Mileage Plan is the increase in the qualifying criteria for Elite Qualifying Miles (EQMs). Members can expect to accumulate EQMs in new and diverse ways, thereby unlocking exciting rewards. These include the much-coveted bonus miles, complimentary meals, free internet access, coveted lounge entry, and even elevated Mileage Plan status for a single journey. Additionally, the ability to roll over unused EQMs into the next year is particularly appealing for frequent travelers who may not consistently reach the next elite tier.
Unlike many airlines that base their mileage calculations on expenditure, Alaska Airlines stands out by crediting miles based on the distance flown. This is a potential advantage for those who prioritize travel over high-spending fare classes. Members currently achieve MVP status at 20,000 EQMs, with tiered levels continuing to MVP Gold and the elite MVP Gold 75k and 100k statuses.
The new milestone benefits will kick in at several intervals: 30,000, 55,000, 85,000, 150,000, 200,000, and 250,000 EQMs. This tiered system mirrors recent loyalty enhancements by competitors such as JetBlue and American Airlines. The idea is to cultivate a sense of achievement and reward members as they progress through the various thresholds, keeping them engaged and motivated to maintain their loyalty.
Looking ahead to 2025, Alaska Airlines is not stopping at mere enhancements. Following its acquisition of Hawaiian Airlines, the Mileage Plan will integrate features with Hawaiian’s program, likely enriching the overall experience for members. This includes earning EQMs for flights booked using miles and expanding the partners through which EQMs can be accrued, thus broadening the scope of the program.
According to Matthew Klint, a prominent voice in the travel blogosphere, the changes might reflect a mixed bag of outcomes for members. While there are certainly positives such as increased earning avenues and the incorporation of various spending activities into the EQM calculation, there are adjustments that might not favor all members equally. For example, the reduction of EQMs for partner bookings made outside Alaska’s direct channels can pose disadvantages for some frequent flyers.
However, Klint ultimately views these transitions as a net positive that aligns with broader trends in the airline industry. Alaska Airlines has demonstrated a commitment to adapt and innovate, which positions it favorably against its competitors. As the travel industry evolves, initiatives like the revamped Mileage Plan will be crucial for airlines looking to maintain loyalty and optimize their reward structures.
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