In a recent survey of frequent flier program management, 66% recognize seat availability is “too limited” at the lowest reward level.

Representatives from more than 70 frequent flier programs have gathered in Vancouver Canada for the third annual FFP Conference. The event is the world’s largest gathering of frequent flier program executives and measures the pulse of the loyalty marketing industry. IdeaWorks, in cooperation with conference organizer Airline Information, distributed a survey during February 2007 to more than 100 registered conference attendees.

The survey results demonstrate an almost painful level of awareness of consumer resentment over reward availability issues. Here is a sampling of the observations from the analysis:

• 67% of program executives recognized that consumers are frustrated by the lack of basic reward availability for the entire airline industry.



• Nearly 60% of survey respondents anticipate some level of increased reward availability for 2007.



• 42% of program executives indicate top management now rates the ancillary revenues generated by frequent flier programs as the benefit of greatest importance.

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