The big protest of the frequent flyers did not materialize as details on the restructuring of Lufthansa's frequent flyer program Miles & More became known on Monday. That was probably due to the fact that Lufthansa has learned a lot.
In 2010, the last major change in the program was decided - and above all, this was associated with a devaluation of award miles. Because the announcement deadlines were initially very short, it hailed criticism. The frequent flyer Tobias Eggendorfer sued the airline.
This time Lufthansa takes time. The new features should enter into force until 2021, by which time one wants to have a lot of conversation with the customers. It may also be necessary, because the changes are big - they do not affect the premium mile system, but the calculation that determines whether the passenger receives a frequent flyer status and, if so, which one.
So far, passengers collected status miles at Lufthansa. These were dependent on how high-quality so expensive a ticket was, how far the distance covered or for which travel class the flight ticket was booked. That was sometimes treacherous. For example, those who flew Business Class from Frankfurt to Los Angeles were sometimes only credited with Economy Class mileage, namely when the cheapest booking class P was used.
That should be easier now. Instead of status miles, points are credited (as has been the case with British Airways for some time), and their allocation is based on distance and on the transport class. Probably the most important change for Lufthansa frequent flyers: The status will in future only be at least one instead of at least two years.
Status level plays with vanity
The requirements do not diverge significantly, but Lufthansa is paying more attention to the fact that customers really do fly a lot with Lufthansa Group lines if they want to have a status of the crane line. Even bonus miles fall away for those travelers who already have a status. They currently receive an additional 25 percent of the credited mileage.
That to a certain extent Airtrain train connections are credited for the status reminiscent of bygone times. Because the route between Stuttgart and Frankfurt am Main is too short for a flight, Lufthansa provided an ICE wagon with a flight number and wrote miles for the train ticket.
Countless mileage hunters drove back and forth in these trains all day long - virtually. They bought the tickets, checked in from home and cashed in without leaving their couch. At some point, the Lufthansa came behind it and demanded from now on that the passengers at the station check in quite real.
While award miles are a simple rebate system, status levels play with the vanity of the clientele. They are an emotional issue - some people travel around more or less senselessly just to get the coveted card. More than 150 frequent flyer programs exist worldwide, trillions of miles are generated each year.
Customers have become more disloyal
American Airlines (AA) was the first airline to set up a frequent flyer program in 1981. His name: AAdvantage. Almost all the big lines quickly followed suit. The secret: The then AA boss Robert Crandall had found that five percent of his customers for 40 percent of sales were responsible and would have to be rewarded accordingly. Lufthansa introduced its program only in 1993.
But have mileage collection programs come out of fashion? The fact is: customers have become more disloyal. Prices can be compared quickly today, few company travel guidelines allow you to simply use the same airline if there are cheaper alternatives.
Lufthansa is also seeing another phenomenon: Passengers are building their travel package more and more individually. Whereas travelers used to fly only First, it is more common today for Business Class to be flown on the way there - for example, because a presentation still needs to be completed - and on the way back the First Class sleeping comfort is used.
What Miles & More offers
If you believe in frequent flyers in Internet forums, Miles & More is a bad program: overcrowded lounges, hardly any status advantages, poor conditions for collecting miles. But in the end, there are not a few people who fly with other airlines, but their status card but rather want to have with Lufthansa.
The Senator lounges offer no secret luxury, but they need not shy away from the international comparison, such as with the US line United and their "clubs" called lounges. The business class waiting rooms of Lufthansa, mocked as a potato salad paradise because of the sparse catering, offer a basic service for waiting passengers.
On board , the benefits of a frequent flyer status at Lufthansa are manageable. Senator and HON Circle members are allowed to board earlier, and the booking system will block the additional seat in Economy Class. But if the plane is very busy, these seats will be forgiven and the blockage lifted. Upgrades seldom have anything to do with the status today. Important is also the value of the booked tariff. Flight attendants should address status customers at the service by their name - but this rarely happens, at the same time not all frequent flyers like too much familiarity.
Where Lufthansa absolutely does not need to shy away from the global comparison are the first-class lounges . Champagne is served here, there is often a chauffeur service to the plane with a Porsche, even a full bath can take travelers. In Frankfurt, first-class customers and HON Circle members can even use their own terminal, slightly away from the actual airport buildings. A separate security and passport control makes traveling there particularly efficient.
Status crazy people talk about tricks
Most recently, only tickets in Business and First Class for qualifying for the HON Circle. Now also segments in the tourist class can be counted - as it once was. What should annoy HONs: their status will in future only for at least a year. If a project in a distant country that requires regular travel is about one year away, the status could be down and must be acquired again.
For some time, ways have been discussed of how status cards can best be acquired in the future. Status crazy people should make it a hobby to fly on a journey as many segments. Because every flight counts. Forums are already exchanged gimmicks, as could be acquirable by clever linking together of cheap business class flights Senator status for around 3000 euros.
Especially eager customers can get a frequent flyer status in the future also lifelong. Previously, this was reserved for older customers, the offer was never really officially advertised. For example, to retain Senator status forever, you would have had the Gold Card for ten years and flown 2000 times through Europe in Economy Class.
