Loyalty programs are cash cows for airlines. And in 2025, they have become one of airlines’ most important assets as the industry tilts more toward wealthier travelers.
U.S. airlines are expected to rake in billions from their loyalty programs and co-branded credit cards. Delta Air Lines has said it is on track to earn as much as $10 billion from its American Express partnership. During their most recent earnings calls, United said loyalty revenue was up 9%, and American said it grew 7%.
Here are five trends that defined loyalty programs in 2025 and give a glimpse into how the industry is thinking about frequent -flyer programs in the new year.
1. Airlines Reevaluate Benefits
As carriers continue to increase the thresholds for elite status, some are also reconsidering elite perks.
Delta, for example, made some changes to its program for elite flyers, called Choice Benefits, that are meant to appeal to a wider grou
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