TPG readers share their wish lists for travel loyalty program changes after coronavirus
Travel loyalty programs have already made substantial adjustments to elite status expiration, change and cancellation fees and more due to the coronavirus outbreak. With travel still at unprecedented lows, we'll likely see further policy changes to reengage loyal customers and attract new ones once it's safe to travel again.
We asked TPG Lounge readers to share their loyalty program wish lists for when travel resumes, and what kinds of changes, improvements and promotions would earn their business, especially in a post-pandemic world.
Here are some of our favorite answers. (Some responses have been lightly edited for style and clarity).
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More flexibility and better perks
Many readers pointed out the need for increased flexibility to change and cancel flights, and some noted benefits in need of adjustment due to the travel downturn.
"I would be more likely to book a trip further in advance if they eliminated change fees industry-wide." — Christopher B.
"Broader application and use for Amex airline-fee credits. I have three credit-earning cards and no use for any of it." — Loren G. M.
"Reasonable cancellation policies for award tickets, free until 60 days before travel and topping out at $50." — Kenny B.
"Having an alternative to companion fares for single people who aren’t always traveling with their children. Also, please stop expecting us to move around the plane to accommodate everyone just because we are alone." — Janice L.
Related: Complete guide to changing and canceling award tickets
"More flexibility and fewer penalties. I am almost exclusive to Southwest due to their flexibility, ease of using points and clear policies. If another airline matched these policies, I would fly them as well. " — Andrea J.
"If the question is really 'what would earn your loyalty' — it's not the loyalty program itself. Any of the major U.S airlines would have to take such a huge leap in a loyalty program versus competition for me to jump ship — I just don't see that as realistic. What has me loyal to American Airlines at the moment? I'm around Charlotte (CLT). Direct flights almost anywhere in the country — I'm sold. International is a different story. The American Express / ANA deal and unbelievably good service — they will have my business any time I can." — Tom S.
"Miles bonus of some kind to help us make up for the loss. Kind of like what Alaska did all 2019 with certain California to New York and Boston routes — all flights were double-miles eligible if you signed up." — Hing P.
Related: What airline loyalty programs could look like after coronavirus
Elite status earning and benefits adjustments
Some readers noted there'll need to be a shift in elite status earning requirements and benefits in order to keep customers happy.
"I'd like the airlines to go back to a non-revenue model of earning status ... but, yeah, pipe dreams!" — Julie B.
"For British Airways to finally see reason and do something about status holders besides those who are expiring in June. They're one of the last holdouts to be doing nothing for their elite members and it's getting frustrating to see them doing nothing while almost everyone else, including even AA, is singing the same tune." — Matthew T.
"Free sit-down breakfast for hotel elite members since buffets aren’t safe." — Grant G.
"A separate phone line for status customers, making it easier for them to reach agents and handle cancellations/rebookings." — Martin S.
Related: Complete guide to airline elite status during the coronavirus outbreak
Award charts and devaluations
A common theme with many readers was award chart changes and devaluations, such as those Marriott Bonvoy and United Mileage Plus implemented during the COVID outbreak.
"Pipe dream: pause devaluations for a year or two. It’s exhausting and most people will be on pause this year. Perhaps also allow those who had hotels booked at rates before they increased to book again at that rate. I’m still bitter about the 10 days I had to cancel in Maui that I booked with Marriott before category changes and at off-peak rates." — Lisa L. W.
"Reinstate award charts." — Kelley W. G.
"Marriott Bonvoy stops constantly devaluing their points and increasing their awards chart. Either that or they need to start implementing increased transfer rates from transferable points currencies." — Mchl M.
"The opposite of every single thing United has done during COVID." — Justin M.
Related: The days of American Airlines' award charts look to be numbered
"With Marriott Bonvoy, since we’re dreaming ... as someone else said, stop the devaluations and constant category increases. With the merger and since they have massively and repeatedly devalued things! All the while, not adding any way to increase your earning power. If they want to keep charging more points they should also increase the abilities and ratios for earning points! NO resort fees for top elites (like World of Hyatt). And, make everyone participate equally across hotels or leave the program. It’s so annoying and gets complicated that so many individual hotels and different brands pick and choose that in which they do and don’t want to participate." — Naomi T. M.
"I'm hoping for no changes to Iberia Plus as I go to Spain yearly for vacation. Also hoping Aeroplan doesn't do something wild like limit availability or partners or increase reward prices." — Aaron R.
"I’m so over Hilton’s point system! That’s the only reason I didn’t apply for their credit cards. It’s too variable; like sure I can get a night for 60,000 points typically but when it comes down to looking they are 150,000 points." — Allie T.
TPG featured card
Rewards
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.