e-Rewards is a Dallas-based company, and although they offer other rewards, it has primarily been a vehicle for AAdvantage members to earn additional miles. The fact that they offer diluted Hilton rewards is IMO like airlines facilitating mileage redemptions for magazine subscriptions. With that in mind, AAdvantage members are better served by receiving “full value” bonus miles earned when flying as opposed to diluted bonuses earned without restrictions. It would great if there was a choice, and then everyone could be happy. However that is not the case, and given these two options, it is clear which side should prevail. I am sure that others out there do find small quantities of miles beneficial, but the people that benefit most from AAdvantage miles are the people that are active members, flying regularly. My ability to earn AAwards is much greater than someone who can’t redeem an e-Rewards bonus because they don’t even fly American. While I am sure that the minority has exceptions (Citibank members, those that cannot book online, etc), the heretofore non-vocal majority has every reason to be upset.

The program is open to everyone. The awards have, for the most part, been consistent. I cannot see the logic in people choosing to participate and subsequently complaining about the awards offered. Why would anyone become an actively involved respondent in the program if they did not like the rewards? That being said, I doubt that the “enhancement” is actually based on a grassroots campaign by the grounded AAdvantage members. That would definitely be shortsighted. I cannot imagine anyone choosing to join e-Rewards in light of this program modification. Even if that assertion is incorrect, I am quite certain that defectors will outnumber new recruits several to one. I for one cannot justify the time necessary to answer e-mails, complete surveys and periodically chase credits when the redemption rate has plummeted. Whereas I expected to receive 15,000+ miles again this year, I am now looking a revised rate of 6,000 miles annually under the new system. No thanks!

I still have not received an e-mail from e-Rewards, and I am uncertain the significance of this omission (?). I just redeemed another $50 reward, leaving $30+ in my account. I hope that the changes are not unilaterally imposed on all members. However, if that is in fact the case, I will let e-Rewards know my displeasure and let my account go idle until it nears lapsing. Hopefully, e-Rewards will return to the preferred reward redemption options before next spring.

Sam