While I agree with you Zephyrus to some extent, award tickets are not always top priority with airlines, you are missing a lot here. Granted, the travel industry is hurting and airlines are trying to squeeze money no matter what, I still believe that loyalty has its benefits. Hear me out and then consider what I say. My wife and I are currently in the process of re-qualifying for PLT level in AA for the 2nd year and here are our main reasons. A higher tier loyalty level will allow you to go through security on a separate and shorter line on certain airports, usually the one reserved for first class, most airlines have a designated lines only for higher tier members, this line could actually be shorter than regular lines, and it doesn't matter that you bought a cheaper fare ticket. You can be one of the first to board a plane, and you can have better seat selections, even though you bought a cheaper fare ^. You can also be on the top of the list for standby. Other things to consider are that with a higher tier loyalty level you can accumulate more miles maybe 1.5x or 2x than regular level, you also accumulate points that can be used for upgrades, or be given upgrades automatically if the airlines need to bump you to first class to accomodate other passengers. While airlines are limiting the amount of award travels, with time and patience you might be able to find a good route to use them, or you can even use your miles to pay for your membership to the airlines lounge club at the airport. We belong to the AAdmirals club, and its wonderful. Better seating, restroom facility, shower facility, free internet, wifi, free snacks, bar area, but the most important thing, if you need help with your reservation, there are several customer service reps in the lounge area that are more helpful than the ones one "main" part of the airport. With all this, I still say that loyalty has its benefits.