When it comes to travel, is loyalty dead?
That’s the question many travelers have been asking themselves during a record-breaking summer.
Advertisement
Andy Abramson did it when American Airlines delayed his recent flight from Orlando to Las Vegas. When a representative told him he couldn’t get on an earlier flight because he didn’t have enough status, he said, “That was my breaking point.”
Advertisement
Abramson, a communications consultant from Las Vegas, says he’ll avoid American Airlines from now on, preferring Southwest, Delta — or really, any other airline.
News Roundups Catch up on the day’s news you need to know. SIGN UP Or with: Google Facebook By signing up you agree to our Terms of Service and Privacy Policy
Recent research suggests many other travelers are beginning to reach their breaking points, too. About 1 in 10 consumers reported poor experiences with an airline or hotel this year, according to a recent survey by the XM Institute, a customer service consultancy. Roughly half of those surveyed say they decreased or entirely eliminated their spending with the offending company as a result.
Ari Lightman, a professor of digital media and marketing at Carnegie Mellon University, says inadequate customer support, degradation in service quality and a negative perception of travel companies are making them question their loyalties.
Advertisement
“That’s especially true for the younger generation, which doesn’t have any perceived loyalty to a specific travel brand,” he adds.
American Airlines says Abramson’s delay was related to maintenance and that all passengers are treated the same way when it comes to rescheduled flights. “Our team’s mission is to look after all our customers,” a spokeswoman added.
Why are travelers near their breaking point?
There are two main reasons many travelers are questioning their loyalties.
Advertisement
First, there’s a shortsighted focus on profits in the travel industry. Demand for travel is soaring, there’s less competition, and companies are taking advantage of this seller’s market by raising prices and providing even less service. It’s perfectly awful.
Advertisement
“Cost-cutting in a time of tight margins in an era of consolidation has fueled extreme attention to profits,” says customer service expert Chip Bell.
Second, travel companies are devaluing and diluting their loyalty programs. The days of quickly redeeming hard-earned loyalty points for a free flight or hotel room are long gone.
Now you practically need to be an insider to get any benefit from a loyalty program, say experts like Tim Hentschel, CEO of HotelPlanner.
Advertisement
“There are also concerns about loyalty points becoming stale or diluted over time, or rules changing without warning that dilute the value of the program,” he adds.
So should you switch travel companies?
If you’re having second thoughts about your loyalties, join the club. Here’s how to know when it’s time to jump ship.
When service is consistently bad. If you experience frequent delays, cancellations or unhelpful customer service, you need to start thinking about switching, says Mario Matulich, president of CMP, a customer service consultancy. “If a competitor offers significantly better rewards, lower prices or superior services, switching providers is an easy choice,” he says.
If your company isn’t sorry for what it did. “Service recovery” is a term for how a company makes up for the problem with the guest, such as an apology letter or a reversal of charges. If your company isn’t interested in recovery when something goes wrong, maybe it’s time to move on, says Rob DelliBovi, CEO of RDB Hospitality. “If there’s no service recovery, you should consider switching,” he adds.
If you get a better offer. If someone takes better care of you, maybe it’s time to switch sides, says Melissa Copeland, a principal of Blue Orbit Consulting, a customer service consultancy. “You’ll know it’s time when you aren’t enjoying your experiences anymore,” she says. She recently did that with a hotel chain to which she’d been loyal for years. “I tried another brand and I had a great experience,” she says. Now she’s considering a switch to that brand.
Advertisement
Bottom line: You’ll know when you’re ready to move on.
How bad has it gotten?
Look, I’m not going to sugarcoat it: Many businesses are taking advantage of the surge in travel by raising prices and cutting customer service. Complaints to my consumer advocacy nonprofit organization have more than doubled in the first half of this year as this trend accelerates.
The stories are similar to Abramson’s. Large travel companies are cutting back on their customer service or automating certain functions. They’re adding new rules to maximize their profits, rules that make the company more money but drive customers crazy.
Advertisement
But some companies will fight for your business. Andrew Jernigan, CEO of Insured Nomads, recalls a minor incident that reminded him that some companies still appreciate his business.
It happened after having what he calls a “not so great” dinner experience at a Hilton. As he left the restaurant, a manager asked him how he liked his dinner, and he casually mentioned his disappointment. “Dinner was on the house,” he says.
Can you guess which hotel he booked next?
That’s right, Hilton got his business again.
Advertisement
“Hilton went above and beyond,” he says.
My advice: Do a little research to find companies that will fight for your business and won’t take you for granted. They’re still out there.
Christopher Elliott is an author, consumer advocate, and journalist. He founded Elliott Advocacy, a nonprofit organization that helps solve consumer problems. He publishes Elliott Confidential, a travel newsletter, and the Elliott Report, a news site about customer service. If you need help with a consumer problem, you can reach him here or email him at chris@elliott.org.
With travelers reaching their breaking point this summer, is loyalty dead?
- Advertisment - 
Recent Comments
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Big Tech companies will cover travel expenses for employees’ medical procedures, including abortion
on Russian cruise and ballistic missiles kill 4 in Ukraine and Ukrainian rockets kill 2 in Russian city
on A weaker dollar, skyrocketing prices and ‘record’ visitor numbers: Good luck in Europe this summer
on GameFly Sale Offering Nintendo Switch Sports at a Mind-Blowing Price, Don’t Miss the Opportunity!
on Ford Blue Cruise: US regulators investigate fatal crashes involving hands-free driving technology
on San Mateo County Community College District sues five companies over role in ‘pay to play’ scandal
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on The Rev. Al Sharpton to lead protest after Florida governor’s ban of African American studies course
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on Saipan, placid island setting for Assange’s last battle, is briefly mobbed – and bemused by the fuss
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on Iowa State starting RB Jirehl Brock among latest college football players charged in gambling probe
on Biden to tout bill’s prescription drug prices, energy provisions in pitch to Americans, aide says
on Iowa State starting RB Jirehl Brock among latest college football players charged in gambling probe
on The Rev. Al Sharpton to lead protest after Florida governor’s ban of African American studies course
on Sports World Hails ‘Superwoman’ Lindsey Vonn for Her Grand Comeback Despite Career-Changing Injury
on San Mateo County Community College District sues five companies over role in ‘pay to play’ scandal
on Saipan, placid island setting for Assange’s last battle, is briefly mobbed – and bemused by the fuss
on ‘Pokémon Scarlet’ and ‘Violet’ Fan Theories Suggest Legendary Time Travel, Alternate Dimension Plot
on Joe Manchin and Tommy Tuberville introduce bill on name, image and likeness rules for college sports
on Inside the Michael Jordan ‘Air’ movie, plus why NFL, others are buying into the sports film industry
on If you’re a frequent traveler, these wrap tops from Aday will revolutionize your on-the-go wardrobe
on How Does Jack Nicklaus Travel? Exploring the Private Jets Owned by the ‘Golden Bear’ Over the Years
on Hollywood Reporter: Tom Cruise negotiated with movie studios over AI before the actors strike began
on Ford Blue Cruise: US regulators investigate fatal crashes involving hands-free driving technology
on Dozens of boats cruise the Seine in a rehearsal for the Paris Olympics’ opening ceremony on July 26
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Boise State vs. Air Force live stream, odds, channel, prediction, how to watch on CBS Sports Network
on Biden to tout bill’s prescription drug prices, energy provisions in pitch to Americans, aide says
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Carlos Sainz’s Soccer Fanboy Emerges as Spaniard Shares Defining Moment With This Real Madrid Legend
on Biden: ‘At this point I’m not’ planning to visit East Palestine, Ohio, after toxic train derailment
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on Ahead of big sports weekend, dispute with Disney leaves millions of cable subscribers in the dark
on A heavy wave of Russian missile attacks pounds areas across Ukraine, killing at least 4 civilians
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on Army vs. Coastal Carolina live stream, how to watch online, CBS Sports Network channel finder, odds
on AL Rookie of the Year Julio Rodriguez Spreads Joy and Sportsmanship to the Youth of Loma de Cabrera
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on Dubai International Airport sees 41.6 million passengers in first half of year, more than in 2019
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on Dave Portnoy: Taylor Swift’s security should ‘drag Kim Kardashian to jail’ if she attends Eras Tour
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports, Serie A announce new TV rights deal; Paramount+ to air over 400 Italian soccer matches
on Cam Newton’s Violent Public Incident Draws Hilarious Reaction From 3x All-Star: “Where Do I Sign Up
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Angel Reese Launches Foundation Dedicated To Empowering Women Through Sports & Financial Literacy
on A weaker dollar, skyrocketing prices and ‘record’ visitor numbers: Good luck in Europe this summer