American Airlines Joins Air France, KLM, Virgin Atlantic, British Airways and More as Major Carriers Worldwide Upgrade Loyalty Programs, to Strengthen Reward Networks to Capture the Rapidly Growing Travel Market

Europe, the US, and the Middle East are entering a new era of competitive airline loyalty programs as major carriers strengthen their reward structures just as Ryanair discontinues its short-lived subscription-based membership service. For millions of travelers preparing for year-end journeys, the shift marks a renewed focus on long-term loyalty rather than experimental paid membership trials.

In recent weeks, industry attention has intensified after Ryanair confirmed that its subscription-style “Prime” service—tested earlier this year—was being withdrawn following higher-than-expected costs. While the Irish carrier’s decision made headlines, aviation authorities and travel regulators across Europe and North America continue to highlight the strong performance of traditional frequent-flyer programs operated by major global airlines. These programs remain regulated under broad consumer-protection guidelines issued by agencies such as the U.S. Department of Transportation (DOT), the European Commission’s passenger rights framework, and Middle Eastern civil aviation authorities.

Major Global Airlines Reinforce Loyalty Programs

Unlike Ryanair’s discontinued model, legacy and hybrid airlines are expanding and modernizing their loyalty structures. These systems—mostly governed by regional aviation consumer standards—reward travelers based on miles flown, money spent, or elite-tier qualifications.

In Europe, Air France–KLM’s Flying Blue continues to stand out, frequently noted by aviation analysts as one of the most valuable reward programs globally. Travelers across France, the Netherlands, and other European hubs continue to benefit from flexible redemption options and broad partner networks.

The United Kingdom remains a strong loyalty hub as well. British Airways’ Executive Club, built on the Avios points system widely recognized across several partner airlines, continues to serve European and transatlantic travelers who frequently fly between London, Europe, and the US.

In the United States, the long-established programs of American Airlines (AAdvantage) and United Airlines (MileagePlus) continue to thrive under the regulatory oversight of the U.S. DOT and Federal Aviation Administration (FAA). Both carriers maintain extensive global partnerships, making them highly relevant for international travelers. JetBlue’s TrueBlue also remains active, appealing to domestic and regional flyers seeking no-frills but flexible rewards.

Across Canada, Air Canada’s Aeroplan retains its position as one of the most versatile loyalty schemes. Canadian aviation agencies note the program’s ongoing alignment with national traveler-protection guidelines.

Middle Eastern Carriers Expand Elite Benefits

The Middle East continues to solidify its position as a premium loyalty destination.
In the United Arab Emirates, Emirates Skywards and Qatar Airways’ Privilege Club remain among the leading global reward programs. Both airlines operate under oversight from their national civil aviation authorities, following transparency requirements for fare rules, redemption rates, and member benefits.

As travel between the Middle East, Europe, and Asia rebounds, these programs have increased their influence, especially among long-haul passengers seeking multi-region connectivity.

Why Ryanair’s Move Stands Out

While most major airlines operate long-term, regulatory-compliant loyalty programs, Ryanair’s discontinued membership trial functioned differently: it was a subscriber-based model with upfront fees, rather than a mileage-or-points system monitored by standard aviation consumer frameworks.

Regulators did not intervene in Ryanair’s decision; instead, its withdrawal appears largely driven by internal cost structures and member usage patterns. Unlike legacy frequent-flyer programs, which remain consumer-protection-regulated due to their long-term nature, Ryanair’s short test period made it an outlier.

Aviation observers note that low-cost carriers often face challenges when attempting subscription models because of thin margins and high ticket-volume volatility.

Travelers Shift Back Toward Traditional Rewards

For frequent flyers across Europe, the US, Canada, and the Middle East, the return to stable, regulated reward programs is seen as a reassurance. Travelers interviewed at hubs such as Amsterdam Schiphol and New York JFK expressed relief that large carriers remain committed to loyalty benefits, especially during the peak travel season.

Many travelers say loyalty perks—priority boarding, seat upgrades, lounge access, and bonus points—have become more valuable during periods of crowded airports and rising airfare. With aviation authorities reinforcing transparency rules around fare structures and passenger entitlements, frequent-flyer programs continue to operate within clear regulatory landscapes.

The Bigger Picture: Loyalty on the Rise, Not the Decline

The global airline industry is not moving away from loyalty rewards. Instead, it is evolving. Some carriers now tie points to money spent rather than distance flown, while others integrate hotel, rental-car, and credit-card partnerships. This interconnected ecosystem is regulated across regions to ensure customer protections, especially around fare disclosure and redemption limitations.

Even as Ryanair steps away from subscription-based experimentation, the rest of the aviation world is moving in the opposite direction—strengthening longstanding reward systems that are deeply embedded in international travel culture.

Major Airlines with Active Loyalty Programmes (2025)

Airline / Airline-Group	Loyalty / Frequent-Flyer Programme	Why It’s Noteworthy
Air France‑KLM	Flying Blue	Ranked #1 globally in 2025 for overall value — strong redemption rates, large partner network, good for international travel.
American Airlines	AAdvantage	#2 globally (2025) — highly regarded for frequent US and transatlantic flyers, strong partner airline coverage.
Alaska Airlines (post-merger / rebrand)	Atmos Rewards (formerly Mileage Plan)	Ranked top 3 globally in 2025 — popular for “distance-based” miles and useful for long-haul/redemption flexibility.
Virgin Atlantic	Flying Club	Strong redemption value especially on long-haul/Europe–UK routes; ranked among top global programmes.
United Airlines	MileagePlus	Consistently among top programmes globally for redemption value and broad partner reach.
British Airways / wider group in UK	British Airways Club (or Executive Club)	In top-tier rankings in 2025; useful for Europe–UK and transatlantic travellers thanks to Avios and alliance partners.
Air Canada	Aeroplan	Frequently ranked among top-10 worldwide for overall value in 2025; good for North America international flights.
JetBlue Airways (USA)	TrueBlue	Lower overhead, often good for domestic US travellers or short-haul flights; offers value especially for budget-conscious flyers.
Emirates (UAE / International)	Skywards	Useful for global long-haul travellers especially those flying Middle East Europe/Asia — combines miles with lifestyle & partner benefits.
Qatar Airways (Middle East)	Privilege Club	Often featured among top-10 global loyalty programmes — good for Asia Middle East Europe travellers.

Travelers Still Value Connection

For millions of passengers who rely on reward points to visit family each year, these programs are more than a perk—they are a bridge. As one traveler departing from Paris Charles de Gaulle said, “A few thousand miles may seem small, but they bring us home.” That sentiment continues to define why global loyalty programs remain a powerful part of modern travel.

Image source: American Airlines

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