Will You Join Me In Boycotting Lifemiles?
Avianca Lifemiles devalued again over the weekend, the second time in six months. Not only are prices higher, but there are reports of more flights being blocked from booking that should be available. As the very purpose of that loyalty program is to sell points and offer “cheap” Star Alliance redemptions, I view it as expendable and urge you all to join me in boycotting Lifemiles.
Info On Latest Avianca Lifemiles Devaluation
Not only are prices up, but more space seems to be blocked, which is even more pernicious. Let’s look at the latest changes in one-way pricing:
Between North America and Europe:
Economy class: From 35,000 miles to 40,000 miles (up by 14%)
Business class: From 70,000 miles to 80,000 miles (up by 15%)
Between North America and Asia:
Economy class: From 47,000 miles to 55,000 miles (up by 18%)
Business class: From 90,000 miles to 100,000 miles (up by 11%)
Between North America and Australia/New Zealand:
Economy class: From 40,000 miles to 55,000 miles (up by 38%)
Business class: From 80,000 miles to 100,000 miles (up by 25%)
Domestic pricing in North America on Air Canada and United has also risen (though I cannot yet see a pattern in the price increases).
Here’s what is even worse. Lifemiles was already notorious for blocking partner award space and now it seems to be even worse. That means that even at these new higher levels, many flights on Lufthansa, SWISS, Austrian, ANA, and others are not even available for booking (online or over the phone). And there’s phantom space too on Ethiopian Airlines (shows available, but isn’t actually bookable).
Customer service remains horrible, Lifemiles makes changes or cancellations difficult, and the website remaisn extremely clunky.
Why A Lifemiles Boycott?
With whatever (small) voice I have in this points and miles space, I would like to make an example of Lifemiles…to send a message that loyalty programs are a two-way street and that folks do have choice when it comes to buying miles, credit card spending, and choosing which program to send transferable points currency.
From this point on, I will not push the Lifemiles co-branded credit card, a lifemiles+ subscription plan, or any sale on purchased points. MY ADVICE: STAY AWAY FROM THIS PROGRAM. DO NOT DO BUSINESS WITH A PROGRAM THAT DOES NOT RESPECT YOU WHILE HAVING NO NETWORK OR OTHER MITIGATING REASON TO GRUDGINGLY REMAIN LOYAL.
And folks, the people running LifeMiles love sponsored content on blogs…don’t think some of those glowing stories are not bought and paid for. But I’m done with LifeMiles unless they walk back this latest devaluation and issue notice in the future before raising prices. Because this is a bait and switch. Selling miles on the basis of attractive redemptions and then raising prices without notice is the mark of an unethical company.
And while I question whether government regulation would be appropriate here or just make a bad matter worse (i.e. a German-style approach of your miles being valid at the redemption rate on the date of acquisition and not subject to devaluation), I do know that Lifemiles relies on folks like you and me to make its program a success. Stop buying Lifemiles. Stop transferring your credit card points to Lifemiles.
To be clear, devaluations are reasonable in the world of miles and points…it’s an inflationary world and no one is reasonably expecting award pricing to remain stagnant forever. But compare Lifemiles to Air Canada Aeroplan or Qantas Frequent Flyer. Aeroplan just announced what I expect will be a devaluation (United and Etihad redemptions will be priced at a variable level starting in March 2025), but at least gave two months of notice. Qantas will devalue its redemption charts later this year, but gave members six-months worth of notice.
That notice period makes all the difference between an honest and dishonest loyalty program. I’d prefer to pay a little more and deal with a program like Aeroplan that respects its members (not to mention makes award bookings so much easier and has far more competent customer service than Lifemiles).
CONCLUSION
Dear Lifemiles, you overstepped a line. Delta and United get away with it because they are massive and have a network that commands loyalty. You’re a loyalty program whose very premise was to offer cheaper flights, with Avianca essentially an afterthought (yeah, flying Avianca is hardly a premium experience…).
I’m not playing this game any longer…the latest round of price hikes is bad enough, but the blocking and lack of notice cross an unacceptable line.
Please consider joining me in this boycott. Pragmatically, even if a particular redemption you are eyeing is still slightly cheaper with Lifemiles, by rewarding them for a series of no-notice devaluations and an increased in seat blocking, we validate a strategy that assumes, as a premise, that we are so transactional that the ethics of a program mean nothing. No, I’m not willing to do that any longer.