Let's Give Alaska Airlines Credit for Listening

Yesterday I was rather blunt in saying that I had lost my trust in the Alaska Airlines Mileage Plan program. But after partially rolling back its latest no-notice devaluation, I’m happy to shower Alaska Airlines with praise.

First, Alaska restricted the ability to book Cathay Pacific, Hainan, and JAL awards within 72 hours of travel. This change was made without notice, with Alaska citing fraud as the basis for the change. Consumers pushed back and last night Alaska relented, restoring the ability to book these awards within 72 hours of travel except for exclusively intra-Asia itineraries.

Intra-Asia flights as part of a larger itinerary are still permitted. Note the hashtag #VoiceHeard in the second Alaska tweet below.

It’s still a little ironic. Intra-Asia awards are no longer permitted on three airlines within 72 hours of travel and yet Alaska is being universally praised today. Alaska still imposed a no-notice devaluation. That’s incredible marketing.

The advance booking restriction for these carriers, including awards from North America to Asia will be removed by close of business. The 72-hour advance booking requirement will remain in place for intra-Asia awards only on CX, JL, and HU.

— Alaska Airlines (@AlaskaAir) February 15, 2018

Update – The advance booking restriction for these carriers, including awards from North America to Asia are being removed. The 72-hour advance booking requirement will remain in place for intra-Asia awards only. #VoiceHeard

— Alaska Airlines (@AlaskaAir) February 15, 2018

But let’s celebrate that the Mileage Plan program listened to us. We’ve lost Air France, Delta, and KLM…it would have been a shame to essentially lose Cathay Pacific and JAL as well, since most first class seats only appear within a few days of travel.

CONCLUSION

Alaska earns praise this morning because it listened to its members and softened the blow. While it did still have enact a no-notice devaluation and while the program may is therefore objectively less valuable today, it could have been much worse. In the one-way street of airline loyalty, we’ll take whatever victories we can…