4 Responses

  1. FlyBE’s Ultimate Award Capacity Control: Abolish Award Redemption for the Most Popular Routes - View from the Wing

    […] writes that FlyBE is removing their most popular award destinations from their redemption chart, […]

  2. Sean M.
    Sean M. at |

    I know a lot of the people at flyBe’s Sales/Marketing group and while this may seem counter intuitive at first glance, it actually makes sense when one considers their revenue philosophy. Their goal is to generate base revenue to cover costs from “core” business on each route (O&D sales through branded or traditional multi-option channels), and then use “outside the box” channels to generate additional revenue. Their FFP is in place not to generate any customer loyalty (there are no upgrades, etc… available for frequent flyers), but is primarily a revenue generation mechanism to market other loyalty products such as co-branded credit cards, etc..

    FFP redemptions only make economic sense when they are being used to cover the incremental cost of filling otherwise distressed inventory. On certain routes, flyBE seems to have concluded that they are incapable of doing so consistently. They are not afraid to redefine their business model. Sometimes it works and sometimes it doesn’t.

  3. Wandering Aramean
    Wandering Aramean at |

    I see where you’re coming from (or where the marketing folks are coming from), Sean, but I still disagree with the approach. Even only giving away one or two of those seats per month is a better marketing move for the organization than outright denying that the seats will ever be available.

    Just seems like a bad marketing decision to me. If the loyalty program doesn’t have any notable upside then why bother?

  4. John
    John at |

    In my experience there was never any award availability in any case. I even wrote to them in April 10 to complain to them that I had searched for award seats from April 10 to September 10 on all of their routes to these countries ex UK and found nothing. To this day I have not had a reply. The public announcement just confirms what many have known for a while. There never was, never has been and never will be any availability for these routes.