A Monster Pile of Airline Points Is Supercharging Summer Travel
Credit cards are changing how the airlines do business, from picking routes to limiting lounge access
Delta is keeping customers who buy its cheapest business class tickets out of its lounges—unless they’re toting the right credit card.
Southwest is leasing space in airports for new lounges so it could have a new perk for its cobranded credit cards.
And at O’Hare International Airport, American Airlines has been fighting tooth and nail not to lose access to gates in its terminal because of the Chicago hub’s potential to fuel its credit-card loyalty program.
Seeing a 3.4 inch-by-2.1 inch pattern? Credit cards are now the sharpest competitive weapon airlines have in their never-ending fight for travelers. Plastic is increasingly essential to carriers’ bottom lines and central to nearly every decision they make, from where they build lounges to the routes they fly.
This summer’s travel season is being powered by a historic pile of airline points, which airlines value at around $38 billion. That reservoir of credit card-powered miles helps feed demand, allowing airlines to report strong revenue despite volatile jet-fuel prices and broader economic jitters.
Kaushik Reddy has multiple airline credit cards in his wallet, including ones tied to American and Delta. Those cards came in handy as he planned cross-country travels to attend World Cup matches.
He only had to use 10,000 miles for one leg of his return trip after attending a quarterfinals match in Los Angeles earlier this month—a fraction of the 80,000 miles he and his wife received for signing up for an American credit card last fall. Paying out of pocket would have cost hundreds of dollars. (An AAdvantage mile is generally considered to be worth between 1.3 and 1.5 cents.)
Besides the savings, the status conferred from having the credit card meant he was able to check bags, free of charge, and receive upgrades to business-class seats.
“It really does start to pay for itself when you start doing the math, looking into the numbers and saying, ‘Hey, how much value am I getting out of getting this credit card?’” Reddy said.
Airlines rake in billions of dollars a year from the banks that manage their credit-card programs. In return, banks get access to high-value customers who may not have signed up for accounts without the lure of travel perks.
In one of the biggest card programs, American Express is on track to pay Delta about $9 billion this year, up 10% from 2025, for miles it can award people who have co-branded Delta-Amex cards, Delta chief executive Ed Bastian said last week on the company’s earnings call.
Banks buy miles to award to customers for signing up for their cards and using them to buy everyday items. That means money flows to the airlines every time one of their affiliated cards is swiped.
This summer, JetBlue launched flights to Milan, Italy and Barcelona, Spain. Before picking the destinations, the airline looked at its population of TrueBlue cardholders and where they vacationed over the past two years.
“Boy, when you saw how many of our customers were always spending money in northern Italy,” President Marty St. George said, “it came to the top of the list very quickly.”
On the flip side, when JetBlue made the choice to stop service between Minneapolis and Boston, one of the factors it looked at was how many of the people flying that route had one of its credit cards in their wallets.
“If I look at the profitability of the credit card and put it on top of that route, is that enough to make it worthwhile to fly a loss leader?” St. George added.
Counting cards
Airlines are increasingly dependent on loyalty revenue, including what they get when people redeem points for flights and what they earn for marketing the cards to customers. Airline margins are typically low —around 3% to 6%. But the profit margin on selling miles to a bank can be 50% to 70%, said Ryan Mann, a partner in McKinsey’s travel practice.
Loyalty programs have become “truly core strategic assets to these airlines,” Mann said. “They’re not simply a rewards club to get you to fly with them more often,” he said. “They also drive a lot of the profits for airlines.”
Credit cards have been important to the airline industry for years. They lock in loyalty as customers build up masses of points, hoping to someday cash in on trips to dream destinations like Tahiti and Hawaii.
Demand for premium travel experiences in the years since the pandemic has led airlines to focus even more on big-spending customers, shifting credit cards and loyalty programs to the center of airlines’ strategies.
Budget airlines have complained that that cards give bigger airlines an edge. Breeze Airways launched its co-branded credit card with Barclays within three years of starting up. “It’s kind of a requirement,” said Lukas Johnson, the airline’s chief commercial officer. “It is like a competitive element of survival in the industry.”
Years ago American Airlines lost ground in big cities like New York where there is a concentration of wealthy potential cardholders. It wants to avoid a similar fate in Chicago; now the airline is in a heated competition against rival United Airlines for terminal space in O’Hare International Airport.
Over the past year, the carrier has beefed up its schedule there and is poised to win back gates it previously lost.
Explaining the city’s importance to employees at an internal town hall earlier this year, Chief Commercial Officer Nat Pieper touted a 20% increase in credit-card signups in Chicago over the previous nine months.
“Chicago is one of the best markets for us from a loyalty perspective, and it’s growing like crazy,” Pieper said, according to a recording of the meeting.
Lounge act
To win more cardholders, airlines are in an arms race to build out ultra-luxe lounges around the country.
JetBlue Airways a few months ago opened BlueHouse at John F. Kennedy International Airport, the airline’s first New York City airport lounge. Days later a photo began to circulate in internal company group chats, showing a line of people waiting to get into the two-story space, which offers cocktails, a game room and meditation areas.
Executives initially worried the image was a sign of overcrowding. They later learned the line was due to people signing up for a JetBlue credit card on their phones so they could get instant access to the space.
“It has clearly proven to be a great, great sales tool for getting people to get more engaged with the TrueBlue credit card,” said JetBlue’s St. George.
Southwest is laying the groundwork for its own network of lounges, Chief Executive Bob Jordan has said, citing it as a must-have amenity for an airline to lure customers to a card with a heftier annual fee. The airline has been hush-hush about its plans, but has secured airport space in Honolulu and Nashville, according to planning documents.
“It is the feature that allows you to have an even more premium credit card,” Jordan said at an investor conference in March. “It’s another example of if you can’t offer it, they can’t buy it.”
Rewards credit cards have drawn criticism from consumer advocates and lawmakers over the high fees merchants must pay to accept them—and the knock-on effect that has on prices, even for shoppers who pay in cash.
A bipartisan group of lawmakers has tried for years to drive down those swipe fees. Airlines and banks say legislation could put popular rewards programs at risk.
Carriers have tried new incentivizing tactics in recent months to get even more customers on their co-branded credit cards. Southwest started charging for bags last year, but it forgoes that fee for cardholders.
Delta Air Lines is offering a new tier of business class fares that are less expensive but no longer come with access to its Sky Clubs—unless the customer has a lounge membership or the right Amex card in their wallet.
Most frequent-flier programs now award status based on how much a person spends with a given airline, with a strong emphasis on credit-card spending, rather than how often or how far a person flies in a year.
At United, the only way to earn frequent-flier miles on the cheapest basic economy tickets is to have a United Airlines credit card.
Travelers who hold United’s co-branded cards now get at least 10% off every ticket they book with miles or points under a new policy that began in April. Loyalty program members who don’t pack a United card, on the other hand, have started receiving fewer miles per dollar spent on flights.
Jill Doyle, United’s managing director of MileagePlus, explained the new policy: “Getting customers to want to have the card, have it top of wallet and continue to engage with us, is the primary purpose.”