Northwest and Delta clearly really want to keep travelers loyal to their brands. Both airlines have been sending their elite-level frequent flier program members e-mails announcing a “gift” of elite-qualifying miles (EQMs, or, in the case of Delta, MQMs for “Medallion Qualifying Miles”), making it easier to requalify for status next year. Which, in turn, increases the likelihood that those travelers will stay with the brand.
With few exceptions, EQMs are earned primarily by flying, unlike the redeemable miles that can also be earned through credit card spending, rental cars, etc. So EQMs are a greater measure of loyalty to an airline (and its alliance partners) than redeemables.
The size of the EQM gift ranges from 5000 EQMs (20% of the way to entry-level status) all the way to 15,000, but according to reports on Flyertalk threads (here for Delta, here for Northwest), there’s no obvious rhyme or reason. A traveler with 140K miles under his belt for the year got a 5000 mile bonus (which doesnt’ really change anything) while a traveler with far fewer miles got more. I don’t get it.
Reader Cindy forwarded me a message she received from Northwest, quoted below:
A jump start can be the perfect beginning.
That’s why we’re excited to provide you with 10,000 complimentary Elite Qualifying Miles (EQMs) – which have already been deposited into your WorldPerks account – to help you requalify for Elite status in 2010.
We understand your ability to travel is more restricted this year, due to the economy and other factors, but we hope you’ll continue to fly with us and enjoy your elite status benefits while continuing to add even more Elite Qualification Miles to your balance. Take advantage of our vast new network, serving almost 400 destinations in more than 65 countries on six continents, including new routes to Johannesburg, Sydney, Saigon and beyond. Book a flight today.
You’re the reason we fly,
Jeff Robertson
Vice President – Loyalty Programs
This is bound to please many people who might have lost their status (and the commensurate perks) next year. On the flip side, it’s bound to annoy people who get fewer EQMs than they think they deserve, relative to others. It can equally annoy customers who earned their status through actual flying, instead of bonuses. But hey, it’s a business decision on the part of the airlines, and they think they’ll be able to keep more business this way.
Will other airlines follow suit?…
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July 9th, 2009 at 6:35 pm
I’m a plat on Delta who had 130K MQM’s year to date and got 15K. I believe that a lot of this was based on hub captivity and revenue value.
July 9th, 2009 at 7:57 pm
I’m also a Platinum on Delta, but only had 25k MQM’s for this year as my travel has switched primarily to Continental. I also got 15K additional MQM’s.
I was shocked that Delta actually gave out these MQM’s.
Carol http://www.smartwomentravelers.com
July 10th, 2009 at 11:58 am
I’m with NWA and I received the email noted above as well. I’ve only been able to maintain Silver Elite for the last two years. Given the economy and the reduced business travel I’m doing, I didn’t expect to maintain that this year. This will certainly help.
I got 10K EQMs and that with one booked trip later this fall, will secure me my pitiful silver elite status.
Interestingly, they were added on two separate days in blocks of 5000.
July 10th, 2009 at 12:21 pm
Well, I just found this email from NWelta:
“Sorry for the confusion regarding your EQM jump start.
You recently received an e-mail from us stating that 10,000 Elite Qualifying Miles (EQMs) were deposited into your WorldPerks account.
The 10,000 EQMs will be posted in your account in two separate 5,000-EQM transactions. They will both be deposited by July 11, 2009.
We hope this helps you requalify for Elite status in 2010.
Thank you for your loyalty. “
July 10th, 2009 at 12:36 pm
I got 5k deposited. I’m in the same boat as Holocron – I used to be gold and have only been silver the last couple years. I’m still about 5k short so far this year, but will probably make it now thanks to this gift. Wish I would have been given 10k though.
July 10th, 2009 at 12:38 pm
oh wait, scratch that, they DID give me 10k now that I look at my account. Nice.
July 28th, 2009 at 4:34 pm
I only got 5k and I have been Platinum for the last 6 years. Average 100k a year. Also a Millon Miler for Delta. This year has been slow, only 25k so far. I could have used the extra 10k this year!
November 17th, 2009 at 8:44 am
I would go for budget carriers and skip those 2 above completely for good. If only budget carriers would discover long-haul routes, things would look even brighter.
Cheers from Bali,
Chris
http://www.nomad4ever.com
Life is what you make it!