I am a member of United Airlines frequent-flier program. I have been for more than 20 years and it has paid off. At least once a year I accrue enough miles to qualify for a free round trip ticket to Hawaii. But, today I received a letter asking me to reconsider using my frequent-flier miles for award travel. Instead, United is trying to entice me to redeem my miles for a 27-inch high definition TV.
The letter details how United is becoming the latest carrier to allow frequent-flier program members to redeem their miles for a variety of items such as designer golf clubs, cookware or TVs. Frontier Airlines was among the first airlines to launch such a program and Delta will offer the program by the end of the month. United’s program is reserved for customers who have accumulated at least 25,000 miles; Delta’s program is reserved for those who have at least 75,000 frequent-flier miles.
Apparently, it is becoming more of a challenge for airlines to offer free trips. Because of higher fuel prices, many airlines are flying smaller planes, leaving fewer seats available for free award travel. As I looked through the items that United was offering I wondered if my miles were worth more than some of the merchandise they were offering (I don’t know how much a new set of golf clubs runs) and whether I could get a better price by purchasing the items at area stores.
I prefer to use my miles for free travel or for seating upgrades, but I could see where the offer of a new plasma TV may entice someone like my friend who has so many frequent-flier miles, he finds it difficult to use them all. But, I think he is in the minority. Most travelers I know would prefer that their airline just make it easier to use the miles for free trips. Personally, for once in my life I would like to successfully redeem my miles for a seat on a plane bound for Hawaii during the holiday season. I’ll take that over a plasma TV any day.