While most people look for cheap traveloptions such as cheapairplane tickets, discount hotel rooms, and cheap vacation packages,travel rewards are no longer only being provided only by travel providers suchas airlines, hotels, and car rental companies.
Airports are increasingly incentivizing travelers to usetheir airports by offering discounted parking, exclusive lounges, and bonusairport miles for purchases made in their terminals.
The reason airports are offering such incentives is thatthey are competing against each other as airline consolidation shifts routesand increases prices. Fliers tend toselect flights and airports based on convenience, price, and schedule. Often fliers are willing to drive an additionalhour to reach an alternative airport if the reasons for the extra drive areattractive enough.
Airport perks are more typically found at small regionalairports which often are less appealing than major airports. Local airports tend to lose traffic to largerairports that offer more service and thus cheaper prices.
Airport reward programs tend to vary. For example, in July the Bob Hope Airport inBurbank, CA introduced an airport wide loyalty program through affiliateThanks Again. Travelers who registeran existing debit or credit card with the program can then earn additionalmiles with their choice of airline when they use the card at airport retailers.
Since December of 2010 Thanks Again has launched 43 airportwide reward programs and has participating retailers in another 128 U.S.airports. Airports are trying tomotivate travelers to stay and shop and/or eat at its facilities.
Floridas Jacksonville International Airport offers afrequent parking program (for a $20 price) which allows members to earndiscounts at airport businesses and points on parking that can be redeemed forfree parking. Gainesville RegionalAirport in Florida sponsors a free Ultimate Road Warrior Club whose perksinclude a separate lounge.
Regional airports are often at a disadvantage becauselarger airports usually offer cheaper fares, as well as fewer connections whichis desirable given increasing flight delays and cancellations. In the first six months of 2013 slightly over79 percent of flights left on time, a steep decline from over 84 percent duringthe same period in 2012.
Travelers need to keep in mind that by bypassing local airportsfor larger ones this may lead to the elimination of service at the smallerairports if there is not enough demand. Customers need to carefully weigh the advantage of saving $40 to $50 perticket vs. the possibility of losing the availability of local air service.
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