The New Normal: Dynamic Pricing and Mergers
The biggest shift in frequent-flyer programs is the widespread move away from fixed award charts to “dynamic pricing.” Previously, you knew a flight from Delhi to London would cost a set number of miles. Now, that number can fluctuate wildly based on demand,
time of booking, and the airline’s own algorithm. Think of it like cash fares: the price for points can change daily. While this sometimes creates opportunities for lower-cost redemptions during off-peak seasons, it generally makes planning harder and eliminates the predictable “sweet spots” savvy travellers used to exploit. This trend has reshaped the loyalty landscape, making programs less about fixed value and more about flexible revenue for airlines. For Indian travellers, this new reality is compounded by major market consolidation. The merger of Vistara with Air India, completed in late 2024, unified Club Vistara members into Air India's newly branded 'Maharaja Club'. This created a single, dominant full-service carrier loyalty program in India, bringing both opportunities and challenges for millions of members navigating the new, combined system.
The Website Experience: A Mixed Bag of Usability
While airlines are innovating their loyalty program mechanics, the user experience on their websites often lags. For frequent flyers, the program's website is the primary gateway to managing points, checking status, and booking award travel. Yet, many travellers find these portals clunky and difficult to navigate. Common complaints include unclear filtering options, complex seat selection interfaces, and confusing calendar tools for finding award availability. Some websites make it difficult to modify searches or book multi-city itineraries, forcing users into frustrating workarounds. While most major airlines have functional websites for core tasks like checking fares or checking in, the specialized area of award redemption is where usability often breaks down. The complexity of dynamic pricing, partner airline availability, and mixed-cabin options can be overwhelming when the interface isn't intuitive, leaving users unsure if they are getting good value for their points.
The Big Question: Are Your Points Worth Less?
With the rise of dynamic pricing, the question of “point devaluation” is on every traveller’s mind. In many cases, the answer is yes, your points don't stretch as far as they used to for high-demand flights. A business class seat that once had a predictable cost of 60,000 miles might now be priced at 200,000 miles or more depending on the day. Airlines argue this system provides more options, making every seat on the plane available for points if you’re willing to pay the price. However, for most members, this feels like a significant loss of purchasing power. The game has shifted from saving points for a fixed-value reward to a constant search for reasonable redemption rates in a fluctuating market. This makes earning points on the ground, through co-branded credit cards and other partners, more important than ever to keep pace with inflated award costs.
Implications for Indian Travellers
The Air India-Vistara merger is the central story for Indian frequent flyers. The new Maharaja Club is now the de facto loyalty program for the country's largest full-service airline. Following the merger, Air India has made several changes to the program, rolling out enhancements in April 2026. These include reducing the number of points needed for award flights on many routes, making it easier to achieve elite status through a lower flight count, and offering more flexibility on cancellations. For example, a business class award from Delhi to San Francisco saw its points requirement reduced significantly. Gold status, which grants access to over 1,000 Star Alliance lounges worldwide, is now more attainable for frequent domestic flyers. While these are positive developments, members are still adapting to a single, massive program where award availability on popular routes will be the ultimate test of value.
The Modern Strategy: Flexibility is Key
So, is loyalty to a single airline still worth it? For frequent business travellers, the answer is often yes, as the perks of elite status like lounge access, priority boarding, and free upgrades can significantly improve the travel experience. For occasional leisure travellers, the focus should shift from blind loyalty to strategic flexibility. The best approach now is to be an “agnostic collector” of points. This means joining the free loyalty programs of all major alliances (Star Alliance, oneworld, SkyTeam) that you might fly. More importantly, focus on earning transferable credit card points. These points can be moved to various airline partners, giving you the freedom to book with whichever program offers the best redemption rate for your desired trip. To beat dynamic pricing, be flexible with your travel dates, consider flying during off-peak days, and always check partner airline award charts, as some still offer better fixed-rate value.
