Most travelers feel lucky if they can
swap their frequent flyer miles for first-class upgrades or a free flight.
But a recent study found at least 160 airline
frequent-flyer programs worldwide offering redemption options that are far more
interesting, innovative and, at times, a bit wacky.
Among other things, the study by
research company IdeaWorks and tech company Switchfly found that El Al offers
an inflight marriage proposal kit for $60 plus 120 travel points. If you let
the airline know you plan to pop the question during the flight, a crew member
will deliver a bottle of wine, wine glasses and chocolates when (or if) your
proposal is accepted.
Meanwhile "Lord of
the Rings" (LOTR) fans
in New Zealand can swap frequent flyer points earned on Air New Zealand for
Hobbit-themed souvenirs, such as a replica of Gandalf's Magical Silver Scarf made of 100 percent New Zealand wool.
The item is woven by the same weavers who used historic looms to create the
Fellowship Cloaks and other textiles for the LOTR trilogy.
Elsewhere, Japan Airlines' Mileage
Bank members can turn in 2,000 miles to get a key chain made from the same
leather used for the seats found in its first-class suites, while EVA Air
offers a 90-minute flight simulator experience for 10,000 miles.
For a whopping 15,000 miles, Cathay Pacific has a Made in Hong Kong Tour that
takes visitors to a suit tailor, a shoemaker and a wood engraver. The trip
includes lunch, and a jaunt to a local market with more than 100 shopping
stalls.
The range is what the report
describes as "wild, weird and wonderful rewards." While unusual and
dizzying, the perks are designed to appeal to a wide range of travelers.
"Some appeal to customers who
may have smaller points balances about to expire and are swimming in magazine
subscriptions, so they can redeem for a little keepsake or luxury," said
Daniel Farrar, Switchfly's CEO.
Other perks "some appeal to the
experiential traveler interested in adding to his or her itinerary, as with
Avianca's Pizza Tour of Manhattan."
Bookkeeping is another reason
airlines offer these strange rewards.
"Accounting rules reward
airlines that encourage members to redeem miles or points," said Jay
Sorensen of IdeaWorks. Because much of the revenue associated with miles can
only be added to an airline's income statement after miles are redeemed,
"there is a financial incentive," he said
For 10,000 miles, passengers on All
Nippon Airways (ANA) can get a coupon for a stay at the pet hotel at Tokyo's Haneda
Airport.
Air France's
Flying Blue members can get a purse made out of a recycled life vest for 9,000
miles, or for 45,000, a tour of Paris gardens
for two in a vintage Citroën—complete with mini-bottles of Champagne. Separately, on May 9, United
Airlines is offering a limited number of private batting practice sessions with Los Angeles Dodgers alumni at
Dodgers Stadium for 10,000 miles.
Alaska Airlines has offered special
winemaker dinners in Seattle
for 12,500 miles per person. Earlier this year, elite members of the airline's
frequent flyer program were able to bid points for seats on a special flight
taking Seahawks fans to a Super Bowl party in Phoenix.
"We host exclusive events to
give our customers an opportunity to use their miles for something special in
addition to travel," said Rick Rasmussen, director of Affinity Card
programs for Alaska Airlines.
British Airways lets you use points
for Eurostar redemptions, United offers cruise redemption options and
"Delta has experiences that can be decent and unique," said Brian
Kelly of The Points Guy. Still, "the weirder the experience, the less
value you'll get from your redemption."
In general, says Kelly, "Airline
miles are best used for flights."
http://www.cnbc.com/id/102573367
