American Airlines’ AAdvantage Business incentive programme has now begun awarding miles and loyalty points for bookings made with travel agents.
The new deal, which came into effect on July 16, is a complete volte-face from American’s previous position, a policy that allowed AAdvantage Business members to earn miles and loyalty points only for direct bookings and bookings through preferred agencies. This was reported by Travel News.
“This was kind of expected in the context of the statement that American Airlines made about a month ago where there were changes in leadership and there was an indication that there was also going to be a change in strategic direction,” Otto de Vries, Asata CEO and Executive Director of WTAAA told Travel News.
“At the same time there was an acknowledgement on their part that they had probably gone too far on a number of the steps and decisions that they'd taken. From an industry perspective it's gratifying to see that American Airlines has acknowledged the value and the contribution that the travel management companies and travel agents make when it comes to managing corporate bookings and the importance of being able to allow those agencies to facilitate and look after the corporate customers that the airlines and the agencies share, ensuring that they can continue to collect and enjoy the rewards that come with loyalty,” said De Vries.
The revision is the latest in American’s plan to unwind controversial steps taken between April 2023 and May 2024, while the aviation industry watched keenly from the sidelines.
Firstly, the carrier removed 40% of its fare inventory from non-NDC booking channels, turning a deaf ear to pleas from travel agent associations such as The American Society of Travel Agents. It then followed this up with its bold attempt to divert the business of TMCs by enticing them to book direct with the airline, using the corporate loyalty programme as bait. It also required agents who wanted to sell AA at all to register with the airline, putting stringent criteria in place.
The airline has since returned most of the fare content that it had pulled from legacy booking systems and has now abandoned the plan to exclude agents’ bookings in the accrual of clients’ loyalty points on tickets purchased through travel agencies that hadn't met NDC targets.
AA says by the end of the year it will offer AAdvantage Business clients servicing capabilities, including the ability to set and customise their travel policies, manage and redeem shared trip credits and transfer tickets between employees.
