Frontier Airlines Launches New Online Reward Programs
Frequent flier reward programs has taken on a whole new meaning for Frontier Airlines, which has rolled out a new program that lets customers use their miles to shop and bid on items from an online auction.
The More Store, an online miles shopping site, is designed to reward loyal Frontier travelers with offers that transcend the flight experience. Consumers can use their miles to buy items outright— gift certificates for Denver-area restaurants— bid on must-haves, such as a golf or spa package, via an online auction.
Consumers can access the More Store at Frontiermorestore.com.
The program, which kicked off June 28, is open to Frontier’s most frequent fliers— who fly between 15,000 miles and 25,000 miles a year who qualify for the airline’s Ascent and Summit level programs. About 40,000 people are Ascent and Summit level members.
“The airline industry has dummied down reward programs,” said Dan Vorlage, senior brand manager, Frontier Airlines. “It’s becoming more and more difficult for people to use their miles. We saw an opportunity to go in the opposite direction. We’re trying to be the kind of airline that adds an experience that is relevant to [consumers].”
Internet materials, TV and radio spots, print ads, e-mail blasts and p.r. support.
Under the program, frequent fliers can use their miles to bid on a host of products and packages. For example, travelers can bid on tickets to the CENTRIX Financial Grand Prix in Denver or on a football and jersey autographed by the Colorado Crush.
“It’s just like eBay,” Vorlage said.
The Denver, CO-based airline recently concluded bidding for one of its largest offers ever— 2006 Mercedes M-Class SUV worth $50,000. Bidding, which started July 14 at 10,000 miles ended July 28 with 1,043,500 miles. Mike Goyal of Seattle, WA, secured the winning bid. As part of the deal, Frontier Airlines paid for the vehicle’s taxes and registration, Vorlage said.
“We’re just trying to say ‘thank you’ to our most loyal customers,” Vorlage said.
If the winning bidder used his miles for flights, he would have received $15,000 worth of airline tickets, he added.
Frequent fliers can also buy items with their miles online, including a one-night stay at Brown Palace hotel in Denver for 7,500 miles or $50 gift certificates for 3,000 miles.
“In this day and age, an airline traveler’s loyalty is met with a hodge-podge of undecipherable restrictions, blackout dates, limited seats and a basic feeling that your loyalty’s not really being recognized or rewarded,” said Andrew Hudson, senior director of sales, marketing and corporate communications, in a statement. “Frontier is one of the few airlines that recognizes true loyalty is established through a consistently different and better travel experience and now, through the More Store, loyalty on Frontier will be rewarded through a different and better rewards program.”
In addition, the airline is running an online sweepstakes offering a 25,000 mile shopping spree at the More Store through August. EarlyReturns members must log on to Frontiermorestore.com and enter their e-mail address. One winner will be selected each week through Aug. 29. The sweepstakes is open to consumers 18 and older. Internet materials support.
Frontier Airlines launched its original loyalty program for all travelers, EarlyReturns, three years ago. The program lets consumers redeem free flights at 15,000 miles, with no blackout dates, Vorlage said. The airline has 1.4 million EarlyReturns members.
