American Airlines Makes Strong Play for Direct Bookings: ACTA Objects

Bypassing travel advisors in favour of direct bookings has been tried before but never in such a blatant way. American Airlines’ new loyalty points accrual policy makes it clear they are going solo.

“We want to make it more convenient for customers to enjoy the value and magic of travel,” American Airlines CCO Vasu Raja said in a statement. “Not only does booking directly with American provide the best possible experience, it's also where we offer the best fares and it's most rewarding for our AAdvantage members.”

ACTA has issued a strongly worded statement, objecting to AA’s direct play, "American Airlines' decision to limit traveller loyalty points accrual to direct bookings and a select group of travel agencies effectively marginalizes a vast number of travel agencies and travel advisors," says ACTA.

"This move undermines the principle of fair competition and creates an uneven playing field, disadvantaging both consumers and many travel agencies," said Wendy Paradis, ACTA president. "ACTA strongly objects to the recent policy change announced by American Airlines regarding its AAdvantage miles and Loyalty Points program."

The American Airlines policy announced this week states that effective 01MAY 2024, only direct bookings with American Airlines and selected partner airlines and a specific list of 'preferred travel agencies' will qualify for earning traveller loyalty points.

"ACTA views this change as a significant departure from equitable business practices and a direct threat to the healthy competitive environment that has long benefitted consumers and the travel industry alike," said Paradis.

ACTA urges American Airlines to reconsider this policy change and work collaboratively with the entire travel agency community to foster a healthy, competitive environment that benefits all stakeholders.