Why Do Airlines Give Special Perks To Non-Elite Frequent Flyers? (2024)

SkyMiles, Executive Club, Skywards—today, the loyalty program landscape is saturated. Almost every primary legacy carrier and even some low-cost competitors have some form of loyalty scheme.

In most cases, to get complimentary upgrades or lounge access, you must have flown a lot with the airline and earned status. But some airlines do nice things for people without status too...

The why...

In the early stages of brand loyalty, airlines face a big problem - how do they keep customers choosing them consistently for their travels, and how can they create a returning customer?

The answer is pretty simple, especially since those enrolled in a frequent flier program think of flying an airline more often - the carrier must convince them to join. They do so by making their patrons feel like they are part of an exclusive club. Let's look at Delta as an example.

The how: US case study of Delta

Starting on February 1, passengers flying on 80% of Delta's services had access to the new amenity the airline provided - free WiFi. With this move, Delta became the first major US airline to deploy the perk (although it was years behind JetBlue).

A key element of the free connectivity offer is that you have to be a SkyMiles member to get it, which costs nothing at all.

It's not only Delta that's dangling the carrot of staying connected in exchange for loyalty. Since mid 2023, Singapore Airlines has been offering free WiFi in all cabin classes, as long as you're a KrisFlyer member. Other airlines, such as Emirates, give all loyalty members access to free messaging inflight.

Once the member is acquired, the airline has opened the opportunity to do business with that person again. This might be through another flight booking, a credit card, selling miles or a multitude of other opportunities.

That person is now invested in collecting their miles, and will favor booking with that airline again when they have another trip to take.

The how: GCC case study of Emirates

Emirates has one of the more exciting benefits for those willing to give its Skywards loyalty program a shot.

First, passengers in the lowest tier of membership, Silver, get access to Emirates lounges which is extremely rare.

Granted, it is challenging to get the status - you would need four return flights in economy flex or two return flights in business class to earn it - but it's an enticing prospect for new members. With its backbone of long-haul operations, granting perks faster makes sense for its passengers, who are often traveling a long way.

But there is one thing that differentiates Emirates from many airlines, especially outside the Middle East - reduced-price lounge access for Skyward's newest members. Skyward Blue members can access the lounge for between $125 and $250, depending on the location.

That's still expensive, but it's a sweet taste of luxury without the expense of a business class flight.

Other ways airlines give perks to non-elite flyers

KLM, Air France, BA, United, and almost every airline worldwide offer ways for customers to earn miles at their destination without holding any status.

A good example of an airline-hotel partnership is Flying Blue, which has an exclusive deal with Booking.com, allowing customers to earn 2 miles per $1 spent. This is effectively a "free" mile in the customer's mind, which can then be used to buy flights for "free."

Other airlines have partnerships with car rental firms, energy companies and much more. Most important of all are their credit card partnerships, where customers can see themselves progressing towards tiers and rewards without leaving the ground.

Bottom line

In conclusion, the current landscape of airline loyalty programs, such as SkyMiles, Executive Club, and Skywards, illustrates an industry-wide effort to cultivate consumer loyalty and engagement.

Airlines are innovating beyond traditional reward schemes to accommodate even those without elite status, offering complimentary WiFi, lounge access at reduced rates, and ways to earn miles through everyday activities.

Delta's initiative to provide free WiFi across its fleet signifies a move towards enhancing the passenger experience and setting new industry standards. Emirates' offer of lounge access to lower-tier members, albeit for a fee, also highlights the evolving nature of loyalty programs to be more inclusive.

By integrating such benefits, airlines foster brand loyalty and create a more value-driven relationship with their passengers, encouraging repeated business and attracting new customers.

So, what do you think of how airlines attract new frequent flyers? Is there anything you believe we have missed? Please feel free to let us know in the comments.