The Scourge of Invisible Fine Print in Loyalty Programs

woman squinting to read fine print
Photo: Adobe Stock.

Airport lounge access rules and other frequent flyer benefits can be difficult to understand at the best of times. You just have to look at AFF’s Help Desk thread dedicated to lounge access questions which has more than 3,000 posts.

It’s bad enough when airline staff incorrectly refuse lounge access because they didn’t follow their own rules. This is one of the easiest ways to piss off frequent flyers as it’s both embarrassing and difficult to compensate for.

It’s almost as bad when airlines change policies or create exceptions to rules, but don’t make that information available anywhere. (This doesn’t just apply to airlines – loyalty programs and many other businesses do the same.)

Exceptions that aren’t published anywhere

For example, I recently flew with KLM and expected to receive an additional checked baggage allowance through my Qantas Platinum status. The Qantas website states that this benefit is available “when travelling with KLM”, and there’s no fine print on the page to suggest there would be any exceptions. But when I checked in at the airport, the KLM staff told me I had no baggage allowance. I later asked Qantas about this, and they told me only QF codeshare flights qualified for Qantas status benefits.

If that’s the rule (and I’m still not 100% sure), then that’s fine. But how is anyone supposed to know this? It isn’t mentioned on any web page available to the public.

KLM planes at Amsterdam Schiphol Airport
KLM planes at Amsterdam Schiphol Airport. Photo: Matt Graham.

In another example, LATAM’s website states that LATAM Pass Platinum, Black and Black Signature members can access “all Qantas VIP lounges, available only for passengers flying with LATAM or Qantas”.

There is no fine print on that LATAM page suggesting that there might be some exceptions. But as it turns out, there are a lot. Again, how are LATAM Pass members meant to know this?

There are lots more examples of invisible fine print…

I could give you lots more examples, but here are just a few more.

Recently I tried to redeem my Etihad Guest miles for a one-way flight on Asiana. I called Etihad and they confirmed availability, but they couldn’t process the booking. Turns out that Etihad doesn’t allow one-way award bookings on Asiana. This restriction is not mentioned anywhere on Etihad’s website. Even the call centre didn’t know about it – until my booking failed.

During the pandemic, both Qantas and Virgin Australia suspended airport lounge access on arrival. Yet, both airlines were still advertising this benefit on their websites, with nothing to indicate it was suspended.

Here’s another one. When you want to credit a flight to a partner airline, you need to check which fare class you’re booking because some are ineligible to earn anything. But there are quite a few airlines, including Qantas, that do not display the fare class when you book on their websites. There is no way to be sure what fare class you’re booking – only various workarounds to try to guess it.

In a particularly egregious example, Hertz last year changed the way its Gold Plus Rewards points expire retrospectively. Instead of 18 months, members suddenly needed to rent a car at least every 12 months to prevent points from expiring. Unfortunately, Hertz implemented this change with no notice, causing many members to suddenly lose their points without warning.

For weeks after this change, the Hertz Gold Plus Rewards terms & conditions still said that points wouldn’t expire unless a member had no account activity for 24 months. Hertz didn’t even bother updating the fine print on its website until around six months later.

Hertz car hire counter
Hertz retrospectively changed its loyalty program’s point expiration policy without telling anyone. Photo: Matt Graham.

It’s not always bad news that’s hidden, though. For example, sometimes frequent flyers might actually have access to more lounges than advertised on the airline’s website.

Loyalty program members deserve access to accurate information

In most of the cases mentioned in this article, I genuinely don’t believe that the loyalty program was deliberately trying to be deceitful. Some of these are niche benefits listed on webpages that probably just haven’t been updated for a while.

At the same time, it’s incredibly frustrating for members when a loyalty program advertises one thing but delivers something else. Perhaps loyalty programs should take a bit more care in providing up-to-date information that won’t cause disappointing surprises.

It’s one thing for loyalty programs to list exceptions in the fine print. But when that fine print is invisible, even to people who specifically look for it, that’s treating customers like fools.

The editor of Australian Frequent Flyer, Matt's passion for travel has taken him to over 90 countries… with the help of frequent flyer points, of course!
Matt's favourite destinations (so far) are Germany, Brazil & Kazakhstan. His interests include aviation, economics & foreign languages, and he has a soft spot for good food and red wine.

You can connect with Matt by posting on the Australian Frequent Flyer community forum and tagging @AFF Editor.
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I love the photo of the Hertz office with nobody at home! 😂

A nice metaphor for no one around who gives a…..

I was recently surprised to see to see a lot of QF CRs on partner airlines in whY now come with zero baggage allowance. At the time of booking, it shows “?” against baggage. Either, they don’t know themselves or it‘s like the Riddler and you need to solve it yourself - probably at check in as you fork out $$$s. Lots of $$$s.

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Nice article Matt.

In your article you refer to ”…Qantas, that do not display the fare class when you book on their websites. There is no way to be sure what fare class you’re booking – only various workarounds to try to guess it.” And then “In most of the cases mentioned in this article, I genuinely don’t believe that the loyalty program was deliberately trying to be deceitful.”

For a small number of Loyalty programs I tend to agree with you, but much like the undertone of your article, it’s more about how much the Loyalty program is willing and able to get away with. Using your example above, I don’t believe for one second that Qantas was not trying to be deceitful. We’ve all witnessed and experienced their corrupt and deceptive culture manifest at the Consumer level over the past few years (eg. Bundle of No rights, ghost flights etc). I’m very confident that Qantas have deliberately chosen to hide the fare class to make it even more difficult to understand what you will or won’t earn with them, let alone a partner airline. This is a financially motivated decision to save on intangible costs (SCs, points). I guess that’s why they call it “Simpler and Fairer”.

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The Scourge of Invisible Fine Print in Loyalty Programs is an article written by the AFF editorial team:

You can leave a comment or discuss this topic below.

Too right. It is about time that Australian Consumer Law caught up with the surplus of dodgy, inaccurate and contradictory information, as they stick to the 'rules' when it comes to Consumer Law and their 'Conditions of Sale" and Carriage.

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Totally agree with the comments above. I feel Matt's article is too generous. Airlines and their loyalty programs have been swathed in rules for decades. They know the game they're playing, even if aspects of it are made worse by indifference and neglect when it comes to public-facing information. There is no forgivability owed when a program fails to update info, fails to inform members of the correct terms, fails to show booking classes, etc. And legally most of that wouldn't hold up if members actually sought to challenge so many aspects of undisclosed terms or unfulfilled benefits, but that requires time and money in most cases.

Neither a reward or revenue booking should lack correct info about fare class or baggage allowance, before entering into the contract or in the ticketed info, for instance. And while you could argue that the interface between different providers may exacerbate the problem (especially regarding baggage allowances), it's not like the airline industry has immature IT systems or has only just started working out how to share data correctly...

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With all respect and understanding...'I feel', too many of the Frequent Flyer Websites, AFF included, can be a little kindly and unforgiving of many of these repeat offending airlines...with their complex range of lounge access rules and points to fly rules...etc..the customer needs to be a workless, dogged, investigative, flying sleuth, to get even close to being on top of it all. I think simplicity has been purposely lost to sew confusion and financially exploit, rather than embrace the average FF.
I assume it's difficult for AFF and many other FF sites to really expose and stick it up 'em, when they are so close to the coughpit....the recent Qantas FF programme 'enhancements' is a great example of screwing the FF customer for double the number of points, under the incredible headline of 'giving FF what they have been asking for'.....as for searching for classic up the front with your partner, it's an odious exercise in frustrating futility.

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My own personal experience is flying SQ as a VA Plat - I want the points and status to go to my VA account but still want to make use of the free wifi for Krisflyer members in Economy.

SQ has a section when checking in online to add your Krisflyer number for the booking but also a separate one for points accrual which I can enter my VA number.

The issue with this is both times I've tried recently this removed my VA status so I wasn't immediately provided lounge, express path and priority luggage/boarding until I got MY VA status returned by the check-in agent.

Unfortunately their change removed my Krisflyer number from the booking so I wasn't able to use the inflight wifi.

I can't find any way to use benefits for both.

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it's not like the airline industry has immature IT systems or has only just started working out how to share data correctly

Perhaps not immature, but I'd say the lack of baggage allowance is usually the result of IT limitations. Of course, this is still the airlines fault for not improving their IT, but I doubt it's intentional to hide baggage allowance from complex or partner itineraries.

The lack of booking class is definitely an anti-consumer commercial decision though

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All the complexities around the lounge access, baggage allowance, etc, just begs the question why should it be like that? You'd think that as an industry it'd make also their life easier if the approaches were harmonised.

'KISS' is a great principle and would most likely be a lot cheaper to operate. By creating complexity, companies are spending a dollar to possibly save a penny. 🙄

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All the complexities around the lounge access, baggage allowance, etc, just begs the question why should it be like that? You'd think that as an industry it'd make also their life easier if the approaches were harmonised.

Part of that is that they are profit-driven entities "cooperating" for commercial reasons. A visit to an SQ lounge as a UA or VA or... ticket holder presumably triggers inter-airline fee transfers. No idea about baggage calculations on award tickets. But yeah, so the various entitlements are presumably wrapped in accounting and hence the lack of alignment/harmonisation/cooperation/consistency/etc.

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All the complexities around the lounge access, baggage allowance, etc, just begs the question why should it be like that? You'd think that as an industry it'd make also their life easier if the approaches were harmonised.

'KISS' is a great principle and would most likely be a lot cheaper to operate. By creating complexity, companies are spending a dollar to possibly save a penny. 🙄

I mean... We see just how legacy many airline booking and IT systems are regularly. In theory we really should need to type a bunch of IATA airport codes and then decipher a bunch of abbreviations that spit out to work out the fares , but that is indeed what systems like GDS is doing.

You can build some pretty interface over it which is what most airlines and google does, but the underlying tech is ancient. As for why noone has done something about it? Who knows.

PS funnily QF does make it very easy to see what the booking class is if you have QBR and book there. It is however a different booking system than their main site and is more tailored to trips and business travel management.

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