2017: Some Good, Some Bad, Some Meh – A Summary of Loyalty Program Changes

2017 was a big year for loyalty programs that devalued, merged and changed, and for frequent travelers who had no choice but to adapt. The points and miles world isn’t stagnant and keeps evolving, so let’s go ahead and summarize the most important changes that happened this year.

 

Southwest Made It More Difficult to Earn the Companion Pass

While the smoke from fireworks was still in the air and half-full champagne flutes were still on the table, Southwest Airlines Rapid Rewards program announced it would no longer count points transferred in from hotel programs toward Companion Pass. Right out of the gate, the year did not start well for the points and miles enthusiasts. Shortly after, though, the airline extended eligible transfers for a few months, but one of the relatively easy ways of earning the Pass is now long gone.

 

Hilton Re-Branded Its Loyalty Program

Hilton Honors (formerly known as Hilton Honors) dropped the H from its name and has implemented a myriad changes throughout the year. The program allowed points pooling among members, introduced Points & Money payments, one-time status extension for Diamond members and let members use Hilton Honors points as currency when shopping on Amazon. Some positive, some negative and some meh, but in one year, that’s a lot of changes for one program.

 

Chase Restricted Sapphire Sign-Up Bonuses, Introduced Reserve Referrals

Chase has lumped all Sapphire-branded credit cards into the same family of cards and made them all mutually exclusive of one another for customers. In other words, cardholders can now have to pick one from the Chase Sapphire, Chase Sapphire Preferred and Chase Sapphire Reserve cards. Those who already hold one of those cards cannot get approved for another or earn its bonus, unless the card has been closed or downgraded and it’s been at least 24 months since receiving the sign-up bonus on the previous card.

Additionally, the bank introduced referral bonuses on the premium Chase Sapphire Reserve Card, which previously were not available. Cardholders can earn 10,000 Ultimate Rewards points for each successful referral, up to 50,000 points per calendar year.

 

Alaska Airlines / Virgin America Merger Underway

Since the two airlines have officially merged, there have been some changes for both loyalty programs. Starting in January, Virgin America Elevate members could start converting their points to Alaska Airlines Mileage Plan miles at a ratio of 1,000-to-1,300. Both airlines also recognize each other’s elite flyers with reciprocal benefits, such as lounge access and cabin upgrades.

This year, Virgin America has lost its partnership with Airbnb and has been removed from the list of American Express Membership Rewards transfer partners. In fact, the Virgin Elevate program will meet its demise on Dec. 31, after which Mileage Plan will be the prevailing loyalty program for both airlines.

 

What are some other changes in the points and miles world that personally affected you this year?