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Underwhelming Travel Loyalty Programs
I want the things I like to improve. I know that’s not a groundbreaking statement, but I feel it’s important to start with that before exploring today’s topic. When something new is added to any product or service I already consume – an airline or a hotel chain, in today’s case – I have a more open mind to positively considering it. While I critically think of the development, I can’t ignore my natural incinations. But there’s no sugarcoating some aspects. And so it is with two travel loyalty programs. While I enjoy what Breeze Airways and Drury Hotels provide, their respective programs leave much to be desired.
Breezy Rewards
Why I Care
I’ve been satisfied flying Breeze Airways here and there since the airline began operating three or so years ago. One of my regional airports is a Breeze operating base (don’t call it a hub), and I take advantage of Breeze’s unique city pairs. Breeze has eliminated unnecessary connections for a number of our preferred destinations, which is reason enough we’ll continue flying them. They also offer a quasi-first class experience on a discount carrier, a novelty I’ve found they pull off quite nicely.
The Program
What Breeze doesn’t provide is a travel loyalty program which gives customers much reason to fly with them again. I seem to recall their loyalty program kicked off without a name, appearing as an afterthought in the airline’s development. Only recently did I discover the program is called Breezy Rewards. Unfortunately, the program is similarly inconsequential.
But I’ll start with the one positive. Breeze travelers have the capability to zero out their entire Breeze Points balance on future flights (points are worth one cent each). I’ve enjoyed doing so while topping off the rest of the purchase (not much is usually left to pay for, actually) with my Amex Platinum for 5x Membership Rewards. But earning Breeze points is a slog.
Moreover, their earning scheme doesn’t seem compatible with their customer base. Many pursue this low-cost airline for the fairly cheap deals they provide. Those are mostly found on what Breeze calls No Flex Fares, which earn 1x Breeze Points. Nice Fares earn 2x, while Nicer and Nicest earn 5x. Taking this into account with their fixed 1 cpp value, economically flying Breeze won’t lead to substantial redemptions any time soon.
And, finally, Breeze offers no elite status framework for customers.
The Credit Card
Admittedly, I was excited for the Breeze credit card once the partnership with Barclays was announced. I managed my expectations while thinking there would probably be some reason to eventually pursue the card. I was wrong. The Breeze Easy Visa from Barclays is largely a disappointment.
First off, the card offers a pedestrian (at best) signup bonus value of $500. New cardmembers pick up 50k Breeze points after spending $2k on the card within the first 90 days. The card earns 2x on grocery and restaurant spend and 1x everywhere else. But hey, cardholders acquire “up to” 10x on Breeze purchases, so let’s dig further.
- Earn 10x on Nicer Bundles, Nicest Bundles, and Trip Add-Ons – 5x when you buy, plus 5x when you fly.
- Earn 4x on Nice Bundles – 2x when you buy, plus 2x when you fly.
- Earn 2x on No Flex Fares – 1x when you buy, plus 1x when you fly.
Again, many flyers looking to maximize Breeze will buy No Flex Fares and are better off using a plethora of other products, even basic 2% cash back everywhere cards. Individuals opting for a bit more with Nice Bundles earn 4x, and many premium cards (with annual fees) do earn better there without being locked into the Breeze currency. The path to substantially earning 10x is antithetical for most discount-seeking Breeze customers.
And the non-Breeze bonus categories are laughable – most anyone paying attention to the points and travel hobby does better than 2x on grocery and restaurant spending. The final kick in the shorts is the $89 annual fee for a card whose features better fit a no-fee version.
Drury Rewards
Why I Care
A chain I don’t often visit, I’m a fan of the Drury Hotels experience. I’ve found Drury properties attractive, especially for families, and they offer solid benefits to all guests. Room rates cover primary hotel benefits, including a substantial, hot breakfast and a hearty 5:30 kickback reception. The breakfast’s a clear step above Holiday Inn Express and Hampton properties, and one could get away with calling the reception “dinner” in some circumstances.
The Program
Drury Rewards is as ordinary as its name. But even calling it ordinary may be a stretch, though. Drury doesn’t appear to put much effort or emphasis into the program. An internet search of Drury Rewards promptly brings up their “membership guide” – which links directly to the program terms and conditions. Members earn 10x Drury Rewards points on hotel rates, but not room incidentals.
Digging a bit more, one can find the program’s “rewards and benefits.” Drury touts such extremely creative options as exclusive member rates, free nights, retail gift cards, and airline miles. Free night redemptions provide the most cent per point value but are still consistently well below a penny each. Gift card redemptions are unsurprisingly horrendous – 0.25 cpp. Drury insults members slightly less when they redeem for charitable donations – that honorable move reflects a value of 0.33 cpp. Airline miles redemptions start at 25k Drury points; the transfer ratio isn’t clear, but Drury promptly advises such moves take four to six weeks to post. Like Breeze, Drury doesn’t appear to offer any elite status levels.
The Credit Card
A cobranded credit card exists, but this one shouldn’t. Commerce Bank offers the Drury Rewards Visa. New cardholders pick up 15k bonus points for spending $500 on the card. That’s a solid return on $500 spend, but that’s the only positive, perhaps other than this being a no-fee card. I doubt many want to pursue a card for a sub-$150 signup bonus. So what other reason is there to pick up this card?
I still don’t know. The card earns 5x at Drury Hotels, 2x on gas, restaurants, and utilities, and 1x everywhere else. Most everyone is better off charging their Drury stays to other cards offering a hotel/travel bonus category, perhaps even the Citi Strata Premier’s 3x. Those 2x categories reflect a value well under 2% cash back – no, thanks. Most are better off knowing this card doesn’t exist. To those of you, I apologize.
Underwhelming Travel Loyalty Programs – Conclusion
Maybe I need to look at these two travel loyalty programs another way. Perhaps Breeze and Drury are letting us know they don’t really need to offer attractive programs. Indeed, I seek out their services in spite of their dreadful loyalty options. Breeze and Drury probably know this, and I guess I’m fine with that. If they keep me interested enough in their services by continuing to uniquely fulfill my travel needs, I won’t care much about their programs, anyway. That’s probably the weirdest win-win I can think of in recent memory.
Which travel businesses do you continue to patronize despite their disappointing loyalty programs?
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