The influence of frequent flyer programs

How influential is the loyalty program in incentivizing people to fly more with the company, even though they may have cheaper alternatives Image: Shutterstock

Fuqua assistant professor of marketing Tong Guo considers herself a savvy traveler, someone who before purchasing an airline ticket will weigh the benefits of low fares versus upgrades she might receive as a frequent flyer.

Her curiosity in all manners of travel dates back to graduate school, when as a Ph.D. student in quantitative marketing she began researching how to help businesses make wise decisions, and the consequences of those decisions on consumers.

So when she and two other scholars received permission from a leading U.S.-based airline to study its vast frequent-flyer program database, it was the research equivalent of hitting the Lotto. “I was so excited about this unique opportunity,” Guo said. “We ended up focusing on frequent flyer programs in this paper, an important marketing strategy pioneered by airline industry and adopted by many more businesses in almost every domain.”

Their study, published in the current issue of the journal Marketing Science, examined the histories and point accumulations of 3.5 million frequent-flyer program members to determine how influential is the loyalty program in incentivizing people to fly more with the company, even though they may have cheaper alternatives.

Among their findings:

• The closer that frequent-flyer program members get to “elite status”—making them eligible for benefits like upgrades and other perks—the more likely they are to choose that airline, even if it means paying more than a competitor’s rate. This is particularly true if their employer or a third party is footing the bill. As a result, employers pay on average 8% more for air travel due to frequent-flyer programs
•  When faced with paying a higher rate to maintain their elite status, frequent flyers usually choose a cheaper flight on a different airline if paying for the trip themselves. “If travelers had to pay out of pocket, our estimates suggest that companies would save at least 7% of their travel costs,” said Yesim Orhun of the University of Michigan, one of Guo’s collaborators.
• Contrary to the beliefs of many that loyalty programs exploit people's irrationality, consumer behavior is rational, and at least 1/3 of it can be explained by travelers not shouldering the monetary cost themselves but enjoying the benefit from the tier upgrade themselves.