Issued 18 February 2013 - IdeaWorksCompany

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Issued 18 February 2013

Card-Carrying Generosity: American Express, Barclays, Chase,Citibank and Southwest Are Most RewardingAmerican, Delta, US Airways, and United cards offer travel perks but higher reward thresholdsContentsWhen banks compete, consumers win . 5Comparing cards is a complex challenge . 6Reward value is determined by cardholder behavior . 11Card competition adds complexity and confusion for consumers . 16Bank travel reward cards are often a better choice. 18Disclosure to Readers of this ReportIdeaWorksCompany makes every effort to ensure the quality of the information in this report.Before relying on the information, you should obtain any appropriate professional advice relevantto your particular circumstances. IdeaWorksCompany cannot guarantee, and assumes no legalliability or responsibility for, the accuracy, currency or completeness of the information.The views expressed in the report are the views of the author, and do not represent the officialview of Switchfly.Issued by IdeaWorksCompany.com LLCShorewood, Wisconsin, USAwww.IdeaWorksCompany.comThe free distribution of this reportis made possible through the sponsorship of Switchfly.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 2

About Jay Sorensen, Writer of the ReportJay Sorensen‘s research and reports have made him a leadingauthority on frequent flier programs and the ancillaryrevenue movement. For 2012 he was a speaker at the FFPSpring Event at the Freddie Awards in New York, and at theIATA Passenger Services Symposium in the Middle East; andchaired the ancillary revenue track at the MEGA Event in SanDiego. His published works are relied upon by airlineexecutives throughout the world and include first-everguides on the topics of ancillary revenue and loyaltymarketing. He was acknowledged by his peers when hereceived the Airline Industry Achievement Award at theMEGA Event in 2011.Mr. Sorensen is a veteran management professional with 28years experience in product, partnership, and marketingdevelopment. As president of the IdeaWorksCompanyconsulting firm, he has enhanced the generation of airlinerevenue, started loyalty programs and co-branded creditJay, with sons Anton and Aleksei, on thecards, developed products in the service sector, and helpedHighline Trail in Glacier National Park instart airlines and other travel companies. His career includesMontana.13 years at Midwest Airlines where he was responsible formarketing, sales, customer service, product development, operations, planning, financial analysisand budgeting. His favorite activities are hiking, exploring and camping in US national parks withhis family.About Eric Lucas, Editor of the ReportEric Lucas is an international travel, natural history and business writerand editor whose work appears in MSN.com, Michelin travel guides,Alaska Airlines Magazine, Westways Magazine and numerous otherpublications. Founding editor of Midwest Airlines Magazine, he is theauthor of six books, including the 2012 Michelin British Columbia GreenGuide and 2013 Michelin Alaska Guide. Eric has followed and writtenabout the travel industry for more than 20 years. He lives in Seattle,Washington, where he grows and sells organic garlic; visit him online atwww.TrailNot4Sissies.com.Eric, at his favorite summerretreat, Steens Mountain,Oregon.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 3

Used asExample Only– Switchfly adto go here – A4paper size asJPG file.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 4

Card-Carrying Generosity: American Express, Barclays, Chase,Citibank and Southwest Are Most RewardingAmerican, Delta, US Airways, and United cards offer travel perks but higher reward thresholdsThe quote, “No problem can be solved until it is reduced tosome simple form” is attributed to John Pierpont Morgan,founder of a banking empire and the forebear of today’sJPMorgan Chase & Company.1 More than 117 years after thefounding of the bank, it can be said simplicity is not a virtue oftoday’s breed of bankers. Mr. Morgan would probably scoff atthe bewildering array of reward cards offered by banks andairlines.IdeaWorksCompany reviewed the credit cards offered by thefive largest US airlines, such as American and United, andcompared these to the travel reward cards offered by theirbank partners, such as Chase and Citi. Everyday consumershave embraced the simplicity of the pay-with-miles methodoffered by Chase and Citi, which was found to deliver agenerous 1.6% to 2.1% air travel rebate. Airlines responded tothe challenge by offering perks such as free checked bags, andpriority boarding. But without a big sign up bonus, airline cobranded cardholders must spend around 20,000 beforereceiving a reward ticket.The credit card complexity wrought bytoday’s airlines and banks would likelynot bring a smile to the face of theAmerican financier, J. P. Morgan.Perhaps by design, airlines and banks have created reward cards that seemingly defy comparison.This might explain the necessity for new cardholder sign up bonuses as high as 30,000 miles or40,000 points. But each category provides benefits that appeal to distinct consumer types, such asinfrequent travelers, airline loyalists, and global jetsetters.When banks compete, consumers winThere’s hot competition occurring in the credit card marketplace. Television programs carryplenty of ads featuring Hollywood actors, marauding bands of Vikings, dreamy airport sequences,and the promise of easy air travel redemption without hindrance or hassle. Banks are competingwith banks, and strangely enough . . . banks are aggressively competing with their airline partners.1“The Men Who Built America - J. P. Morgan” program summary at History.com.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 5

At first, US-based banks viewed the novelty of airline co-branded cards as tools to gain newcustomers. Continental Airlines introduced airline travelers to the Continental Airlines MarineMidland Bank Gold MasterCard in 1986.2 The idea was quickly copied by American, Delta,Eastern, and United airlines. Banks were soon busy issuing millions of credit cards. Likewise, theairlines were happily cashing checks for the bonus miles purchased by their bank partners.The era of easy consumer credit and economic growth encouraged consumers to apply for onecard, and oftentimes many more. Many banks couldn’t snag an airline partner, because therelationships were largely exclusive. These banks introduced their own reward cards that offeredair travel, cash back, and merchandise. Airline tickets were simply purchased for cardholdersthrough travel agency intermediaries. The consumer credit market was soon filled with new cardopportunities for consumers. The Discover Card was introduced as a cash-back credit card in1986, American Express began offering the Membership Miles benefit in 1991, and the ThankYouNetwork was provided as a reward program by Citi in 2004.3Airline co-branded card portfolios swelled during this period and members accumulated billions ofmiles. Strong and continuous reward demand strained the ability of airlines to provide sufficientreward seats. Frequent flier programs began to earn a reputation for being stingy with rewardavailability. This combined with relentless competition from new cards – often issued by theirbank partners – put a dent in the portfolio activity of US airlines.Table 1: Co-Branded Cards for the Top-5 US Airlines and Their Bank PartnersCo-Branded Airline CardsBank IssuersComparable Bank Travel Reward CardsAmerican Platinum Select Visa SignatureCitiThankYou Premier Visa SignatureDelta SkyMiles American Express GoldAmerican ExpressBlue Sky Preferred American ExpressChaseSapphire Preferred Visa Signature orWorld MasterCardBarclaycardArrival World MasterCardSouthwest Rapid Rewards Premier Visa SignatureUnited MileagePlus Visa SignatureUS Airways Premier World MasterCardAirline co-branded cards remained steadfast in their ability to charge annual fees. But this policybegan to crumble when no-fee cards began to appear in 2004.4 Reward activity dropped the sameyear. This was surprising, as the US airline industry was experiencing overall growth.5 Since then,carriers have increasingly sought to lure more cardholders with better reward policies, moreredemption opportunities, and additional perks. But something was changing; major bank issuerswere becoming far more aggressive in the development of their own travel reward brands.Comparing cards is a complex challengeNo blackout dates, no limits on accrual, no expiration of points, and the ability to “travel anytimeon any airline” are phrases now widely used by American Express, Barclaycard, Chase, and Citi inthe promotion of their reward cards. Sometimes the cards mimic their frequent flier brethren inthe accrual of bonus points for select purchases. For redemptions, some borrow the onlinemethods of Expedia.com to provide hassle-free methods for booking reward travel. Let’s beginthe analysis by examining how the bank travel cards stack up against each other.2Stevan Groswald presentation at the 2011 Airline Information Co-Brand Conference.“The Future of Credit Card Rewards Programs” by Boaz Salik and Scott Henry at FischerJordan.com.4“No-Annual-Fee Credit Cards in the Airline Industry” IdeaWorks report issued 25 August 2004.5“Frequent Fliers Had Their Wings Clipped During 2004” IdeaWorks report issued 20 April 2005.3Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 6

The following table lists reward credit cards that IdeaWorksCompany believes are most closelyaligned with the benefits and features provided by airline co-branded cards:Table 2: Travel Credit Cards Issued by Select BanksBank IssuerAmerican ExpressBarclaycardChaseCitiCard NameBlue Sky PreferredAmerican ExpressArrivalWorld MasterCardSapphire PreferredVisa Signature orWorld MasterCardThankYou PremierVisa SignatureFees – Year 1 / Year 2 75 / 75Waived / 89No fee / 95Waived / 125Program CurrencyPointsMilesPointsThankYou PointsAnnual Accrual CapNo limit on points.No limit on miles.No limit on points.No limit on points.Foreign Transaction Fee2.7%No feeNo feeNo feeBase Accrual1 point per 1 spent.2 miles per 1 spent.1 point per 1 spent.1 point per 1 spent.2 points per 1 spent athotel, car rental (bothdirectly booked), and USrestaurants.Bonus AccrualOpportunitiesSign Up Bonusat Card WebsiteNone disclosed atwebsite15,000 points for 1,000 20,000 miles for 1,000spent - first 3 months.spent- first 90 days.Air Travel RewardsEvery 7,500 pointsprovides 100 statementcredit for airlinespending.Each mile 0.01statement credit forairline spending.Other RewardsEvery 7,500 pointsprovides 100 statementcredit for travel spendingwith hotels, car rentals,and online travelagencies (noMembership Rewardsbenefits).1) Each mile 0.01statement credit fortravel agency, hotel,cruise, car rental, andtrain purchases.2) Gift cards,merchandise and cashback also available.Travel RelatedFeatures and Benefits1) 1.2 points at grocers,1) Earn 2 points per 1gas stations, drugstores,spent on air, hotel, carcommuterrental, cruises, taxi, tollstransportation andand restaurants.parking merchants.2) 3rd bonus point per 12) One point per milebooked for air & hotel atflown for air travelUltimate Rewards site.purchased with card.40,000 points for 3,000 25,000 points for 2,000spent – first 3 months.spent – first 3 months.Each point 0.0125credit when booking atUltimate Rewardswebsite.Each point 0.0133credit when bookingonline at ThankYouTravel Center.1) Each point 0.01251) Wide variety ofcredit when bookingmerchandise, and gifthotel, car rental, andcards, and charitable andcruise at website.cash back options; 2,5002) Gift cards,points typically providemerchandise, and cash 25 value.back options; 2,5002) 50 cash back forpoints 25 value.10,000 points.1) Up to 100 annualrebate of spending on1) Carry-On Miles1 for 1 points transferairline fees such as bagsprovides 10% mileage15% air fare discount andfrom Ultimate Rewardsand meals (statement rebate for cardholder onfree annual companionto: British Airways,credit upon request).travel reward mileage(domestic US) whenUnited, Southwest,2) Blue Savings Programredemptions.booked thru SpiritKorean Air, Amtrak,provides discounts,2) Free TripIt ProIncentives. SignificantHyatt, Marriott, Priorityupgrades, and special (mobile travel organizer)limitations apply to theseClub, and Ritz-Carltonoffers with select hotel,subscription for oneoffers.(no transfer fees).car rental, and cruiseperson.partners.Expiration PolicyPoints do not expire.Miles do not expire.Points do not expire.Points do not expire.Anniversary Bonus AfterFirst Year and ThereafterNone disclosed atwebsiteNone disclosed atwebsite7% of points accruedduring year provided asbonus for next year.1% of points accruedduring year provided asbonus after year one, upto 4% after year four.Also Issues Cards for:DeltaUS AirwaysSouthwest and UnitedAmericanSources: Bank websites reviewed January 2013.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 7

The travel reward credit cards offered by American Express, Barclaycard, Chase, and Citi providea compelling choice for everyday consumers and even frequent travelers. With the exception ofthe American Express Blue Sky Preferred card, none charge an annual fee for the first year. Theanniversary offers listed for Chase and Citi encourage cardholders to pay the annual fee andcontinue the relationship. Foreign transaction fees, once a lucrative source of revenue, aregradually disappearing as international travel becomes more prevalent.The Chase Sapphire Preferred and Citi ThankYou Premier cards provide full function websitesthat allow cardholders to book air travel, hotel accommodations, and car rentals. Online paywith-points is offered and a mixture of cash and points is permitted. The American Express BlueSky Preferred and Barclaycard Arrival cards rely on a statement credit method. Cardholderscontact the issuer to request a credit to be applied to qualifying travel purchases.Chase Sapphire Preferred cardholders use the Ultimate Rewards website to display fares and book airline travel usingmethods comparable to online travel agents, such as Expedia.com and Travelocity.com.Consumers should not be fooled by higher accrual rates, as the four travel reward cards deliversurprisingly similar overall value. Chase Sapphire Preferred and Citi ThankYou Premier providethe usual one point per dollar charged, while Barclaycard Arrival and American Express Blue SkyPreferred provide a higher accrual rate. Barclaycard mitigates this generosity by not offeringbonus accruals for select purchase categories. American Express uses lower redemption values todeliver a similar result. Consumers can benefit from bonus accrual because it delivers additionalpoints for targeted spending. For example, Chase Sapphire Preferred offers double points fortravel-related charges such as air travel, hotel accommodations, car rentals, and restaurant dining.All the cards listed in the table provide a variety of rewards in addition to air travel. Typicalchoices include gift cards, merchandise, and statement credits for hotel, car rental, and travelagency bookings. Consumers should closely examine the travel related features and benefitsassociated with each card. Choices include annual limited rebate of airline fees charged tocardholders, discounts on select point redemptions, and the ability to transfer points toparticipating frequent flier programs. These features are designed to place these cards above theirairline co-branded brethren. The following table lists the co-branded cards marketed byAmerican, Delta, Southwest, United, and US Airways:Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 8

Table 3: Co-Branded Credit Cards Sponsored by Largest US AirlinesAirlineBank IssuerAmerican AirlinesCitiDelta Air LinesAmerican ExpressSouthwest AirlinesChaseUnited AirlinesChaseUS AirwaysBarclaycardCard NamePlatinum SelectVisa SignatureSkyMiles GoldAmerican ExpressRapid RewardsVisa SignatureExplorerVisa SignaturePremier WorldMasterCardFees – Year 1 / Year 2Waived / 95No Fee / 95 99 / 99No Fee / 95 89 / 89Program CurrencyAAdvantage milesSkyMilesPointsMileage Plus MilesDividend milesAnnual Accrual CapNo limit on miles.No limit on miles.No limit on points.No limit on miles.No limit on miles.Foreign Trans. Fee3%2.7%No fee3%3%Base AccrualBonus AccrualOpportunitiesSign Up Bonusat Card WebsiteAir Travel RewardsOther Rewards1 mile per 1 spent. 1 mile per 1 spent. 1 point per 1 spent. 1 mile per 1 spent. 1 mile per 1 spent.2 miles per 1 spent2 points per 1with American,2 miles per 1spent at Southwestonboard flights,spent at Delta.com,and AirTran.lounge membership,onboard flights,2 points per 1and upgrades.buying miles, andspent with RapidExcludes buyingDelta Vacations.Rewards hotel andmiles.car rental partners.30,000 miles for 1,000 spent – first3 months.1) First bag checkedfree on American(up to 5 persons).2) Priority group 1boarding benefit.3) 25% savings onTravel Relatedinflight food andFeatures and Benefitsentertainment.4) 10% rebate ofmiles redeemed eachmonth (maximum of100,000 miles peryear.Expiration PolicyAnniversary BonusAfter First Year andThereafter30,000 miles for25,000 points for30,000 miles for30,000 miles after 500 spent – first 3 1,000 spent – first 1,000 spent – first first purchase withmonths.3 months.3 months.card.Miles may beredeemed for travelMiles may beon Delta andredeemed for travelpartner airlines.on American andPay-with-Milespartner airlines.allows booking withmiles, money, or acombination.Redeem for hotels,car rentals, events,merchandise,auctions, dining,subscriptions,vacation packages,and charity.2 miles per 12 miles per 1spent directly onspent directly withUnited tickets (butUS Airways and USexcludes onboardAirways Vacations.purchases).Cardholders mayredeem at SkyMilesMarketPlace forhotel, car rentals,and merchandise.1) First bag checkedfree on Delta flight(up to 9 persons).2) Priority zone 1boarding (up to 9persons).3) 20% savings oninflight food andentertainment.4) Cardholder and 2guests may visit SkyClub for 25.Redeem for WannaMiles may beMiles may beGet Away? Fares at redeemed for travel redeemed for travela rate of 60 pointson United andon US Airways andfor each 1 of farepartner airlines.partner airlines.price. Cardholders Cardholders haveCardholdersmay redeem forlast seat availability receive 5,000 mileinternational flightsfor standardsavings for r/t USon other airlines.rewards.Airways rewards.Cardholders mayredeem for hotel,car rentals, giftcards, cruises,activities, andmerchandise.Earn 1,500 TierQualifying Points forevery 10,000 inpurchases. Get upto 15,000 TierQualifying Pointsannually.Please note, first 2checked bags arefree on Southwest.Redeem for hotels,car rentals, events,merchandise,auctions, dining,subscriptions,vacation packages,and charity.1) First bag checkedfree on a Unitedflight(plus one person).2) Priority boardingafter elite members(and others in samebooking).3) Two United Clubpasses per year.Magazine andnewspapersubscriptions.1) First class checkin and zone 2boarding.2) Single voucherfor two 99 US /Canada companionswith paid fare peryear (plus tax/fees).3) One airport clubday pass every year.4) 75 US AirwaysClub membershipsavings per year.Accrual during anAccrual during a 24- Accrual during anAccrual during an18-month period Miles do not expire.month period18-month period18-month periodprevents expiration.prevents expiration. prevents expiration. prevents expiration. 100 discount atAA.com afterspending 30,000.None disclosed atwebsite.6,000 points10,000 miles forawarded after each spending 25,000anniversary.every calendar year.Sources: Bank websites reviewed January 2013.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 9See features andbenefits above.

American Express offers its Membership Rewards program for many of its credit cards, but the listdoes not include its Blue Sky Preferred card. Membership Rewards allows cardholders to transferpoints to loyalty programs operatedby Air France/KLM, Best Western,British Airways, Delta, Hilton Hotels,and JetBlue. The program does notinclude American, Southwest, United,and US Airways. These carriersundoubtedly don’t participate due tothe conflict it presents with theirown co-branded credit cards.In a similar manner, Chase SapphirePreferred allows cardholders totransfer points to loyalty programsChase Sapphire Preferred cardholders may transfer points to leading airline largely associated with its co-brandedportfolio (US Bank issues the Koreanand hotel loyalty programs and Amtrak Guest Rewards.Air SKYPASS Visa card). This is avery powerful feature because it provides attractive flexibility for frequent travelers. Bycomparison, United MileagePlus members may transfer miles via Points.com after paying hefty fees.Airline co-branded credit cards compete with bank travel reward cards where carriers have anatural advantage. Airlines can waive fees for checked bags, grant airport lounge access, andprovide early boarding. American, Delta, and United waive fees for the first checked bag forcardholders. Surprisingly, US Airways does not offer this perk, and of course the feature is mootfor Southwest which doesn’t have bag fees. US Airways counters the absence of bag fee waiverswith annual offers which include 99 companion travel, one US Airways Club day pass, and a 75discount off annual Club membership. Among the airlines, Southwest’s package of added perks isthe weakest. But in reality, its Rapid Rewards Visa Signature card has more in common with thebank travel reward cards than co-branded cards of its airline competitors.Southwest Rapid Rewards allows members to buy travel using point levels tied to published fares.American, United, and US Airways rely on the traditional reward level method that uses capacitycontrols to limit reward availability. It’s this feature that creates the greatest difficulty in makingcomparisons between bank travel reward and airline co-branded cards. Airline cardholders mustaccumulate 20,000 or 25,000 miles before making air travel reward redemptions. By comparison,Barclaycard Arrival cardholders may request a statement credit starting at a scant 25. SouthwestAirlines advises redemption occurs at a rate of 60 Rapid Rewards points for each 1 spent on its“Wanna Get Away?” discount reward level.Airlines reflect their ancillary revenue motivations in the bonus accrual offers associated with theirco-branded cards. All five airlines offer double miles or points when consumers buy tickets atcarrier websites. It’s a sensible promotion that encourages cardholders to book with the airline.American provides double miles for onboard spending, cabin upgrades, and lounge memberships.Delta specifically references the purchase of SkyMiles as qualifying for bonus accrual. Surprisingly,United excludes onboard purchases, which suggests a technological hurdle rather than a marketingdecision. Southwest wisely promotes booking hotels and car rentals at its website by offeringdouble points. Bonus offers are a classic loyalty marketing method to encourage consumerbehavior to boost ancillary revenue opportunities.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 10

Reward value is determined by cardholder behaviorIndividual spending and reward behavior determines how each credit card delivers value forcardholders. Consumers who plan to use their card primarily for travel expenditures should favoroffers that provide bonus accrual for airline tickets, hotel stays, and car rentals. This provides anearnings boost to deliver bigger rewards faster. But another type of behavior is just as importantbut not as obvious . . . and this is “how” the consumer plans to spend their points or miles.If the traveler usually buys 200 roundtrip tickets, then a bank travel reward card or theSouthwest Premier card probably provide the best value. But for travelers who typically spendmore for a ticket, and can find reward seats for their itinerary, an airline co-branded card mayprovide better value. For example, the Delta SkyMiles Gold card can deliver enough miles for asaver level reward ticket after a cardholder spends 23,600. That same level of spending woulddeliver air travel savings of 378 to 519 for consumers holding a bank travel reward card. Let’sexamine how these results were calculated.The spending profile for every cardholder is as unique as their fingerprints. But when consideredas a portfolio, spending trends begin to emerge. Airline co-branded card portfolios achieve veryhigh levels of cardholder spending. MasterCard discloses average spending of 16,884 as a statisticfrom its global program data.6 Among US airline portfolios, spending jumps above 23,000 peryear. The annual spending assumed for this analysis was 18,000, which reflects a modest 1,500per month. Assumptions for cardholder spending in specific categories were also made. Theseare based upon consumer spending statistics from the US government and were tested forreasonableness with representatives in the consumer credit business. Please refer to the followingtable for a list of the categories and assumptions used for this report:Table 4: Assumptions Used to Calculate Base and Bonus AccrualAccrual StatisticsAnnual SpendTotal Cardholder Spending 18,000Detail of the Assumption and/or Data SourceAirline co-branded credit cards average 24,000. This was reducedto reflect spending habits for more moderate account activity.Assume average spending of 1,500 per month.Bonus accrual spending categoriesAir Travel 1,400Assumes 4 roundtrips and 100% at airline/bank website. Averagedomestic air fare was 367 for the 3rd quarter of 2012 per 24 January2013 DOT press release.Restaurants 2,500Based upon 2,740 consumer spending (for 2 person unit) per 2011Consumer Expenditures statistics, US Bureau of Labor Statistics.Grocery and Drugstore 4,500Based upon 3,691 (food at home) 844 (drugs, medical supplies)consumer spending (for 2 person unit) per 2011 ConsumerExpenditures statistics, US Bureau of Labor Statistics.Gasoline 2,500Based upon 2,708 (gasoline and motor oil) consumer spending (for 2person unit) per 2011 Consumer Expenditures statistics, US Bureauof Labor Statistics.Hotel and Car Rental 1,500Based upon 1,260 (hotel) 248 (car rental) consumer spending(for 2 person unit) per 2011 Consumer Expenditures statistics, USBureau of Labor Statistics.6“How are co-brand programs evolving globally?” MasterCard presentation, October 2011 Co-Brand Conference inToronto.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 11

The assumptions were applied to the point and mileage offers associated with each of the creditcards listed in Tables 1 and 2. Cardholders were always assumed to direct spending behavior tomaximize their point and mileage accrual. For example, Southwest Premier cardholders wouldspend 1,500 for hotel accommodations and car rentals by booking at the Southwest website.Likewise, a Delta SkyMiles Gold cardholder would spend 1,400 on air travel at Delta.com. Thevery unique bonus offer made by the Citi ThankYou Premier card is worth noting. The air travelbonus is not based upon spending, but rather one point per mile flown for air travel purchasedwith the card. Banks know the origin and destination from the charge record and Citi calculatesthe miles flown based upon this information.Table 5: Projected Annual Accrual Based Upon Spending AssumptionsBank IssuerAmerican ExpressCard NameDeltaBlue sPremierChaseCitiAmericanSapphire Southwest United ThankYouPlatinumPreferred Premier Explorer sPointsMilesPointsMilesBase 8,00018,000Accrual provided by bonus for specific spending categoriesAir Travel-1,400-1,4001,4001,4001,4008,000 (a)1,400Dining2,500---2,500--500-Grocery andDrugstores-------900-Gasoline-------500-Hotel and CarRental1,500---1,5001,500---Annual accrual before and after sign up bonusAccrual fromall 27,90019,400After AddingSign Up 90049,400Source: Calculations based upon assumptions presented in Table 4 and January 2013 review of card offers at websites.(a) ThankYou Premier accrues points per mile flown on ticket purchases; assumes 8 trips of 1,000 miles each.The last two lines of Table 5 summarize the point and mileage accrual associated with thespending assumptions. The sign up bonus among the cards ranged from 15,000 to 40,000 pointsand 25,000 to 30,000 miles. The bonus has a significant effect on the value provided by the cards,and is the offer component most likely to fluctuate. The raw number of points or miles deliveredby each card is one element to consider. The other is how points and miles are exchanged fortravel credit or reward seats.When airline miles are exchanged for air travel, the value to the cardholder is the cashreplacement cost of the reward seat, and this varies for every redemption. Fortunately, there is amethod for evaluating bank travel reward cards and the pay-with-points methods used bySouthwest Rapid Rewards and the option offered by the Delta SkyMiles Gold card.Card-Carrying GenerosityIdeaWorksCompany.com LLC 2013Page 12

Bank travel reward cards allow cardholders to convert points (the Barclaycar

methods of Expedia.com to provide hassle-free methods for booking reward travel. Let's begin the analysis by examining how the bank travel cards stack up against each other. 2 Stevan Groswald presentation at the 2011 Airline Information Co-Brand Conference.

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