Every so often I see a frequent flyer express frustration online about not receiving a free upgrade to an empty premium seat. Some airlines have published complimentary upgrade programs, but I’m referring to situations where an upgrade isn’t a perk of elite status.
For example, I’ve had a lot of people reach out to me over time, pointing out how they have elite status on an airline, find themselves on a long haul flight where half of the business class cabin is empty, and they don’t understand why airlines don’t try to create some goodwill by upgrading people. Why not make your best customers feel appreciated for their loyalty, because what’s the real cost of doing so? It’s a fair question, so I thought that would be a fun topic to discuss…
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Airlines have published upgrade procedures
Airline upgrade policies vary greatly around the globe. For example, in the United States it’s pretty standard for elite members to be eligible for complimentary space available upgrades on select routes. Meanwhile at most airlines in Asia and Europe, there’s no such thing as an unlimited complimentary upgrade program.
Obviously there are other ways that upgrades happen as well. Sometimes it’s possible to redeem miles or upgrade certificates for upgrades. Other times airlines will sell upgrades prior to or during check-in. Other times airlines will offer operational upgrades, which are in situations where economy might be oversold, while there are empty seats in business class.
However, almost across the board, airlines follow published procedures a lot more closely than in the past. Back in the day, frontline airline employees had tons of discretion when it came to who they could upgrade, and under what circumstances. From upgrading friends and family, to upgrading people they might be flirting with, there were a lot of shenanigans and little accountability.
With technology having improved and most upgrades now being automated, frontline employees have very little discretion when it comes to upgrades. It’s common for airlines to audit upgrades, and an employee could be punished if they upgrade someone in a way that’s not in line with the carrier’s policies.
Upgrading people for free creates goodwill
I can appreciate the argument in favor of providing complimentary upgrades on more routes when there are empty seats. If a seat would otherwise go out empty, it’s a sunk cost at that point. The incremental cost of upgrading someone to a premium cabin is next to nothing, as the airline can no longer monetize that premium seat.
If you’re a frequent flyer and ever travel in long haul economy, surely you’ve boarded and hoped for an operational upgrade. And if you were to receive an upgrade like that, you’d no doubt have a very favorable feeling toward the airline at that point. At least for that particular flight, it would certainly be a way to boost the net promoter score!
So I can appreciate why people say that more complimentary upgrades would create goodwill, as that’s almost certainly true.
Free upgrades are a slippery slope
Why don’t airlines provide free upgrades anymore? Simply put, because at some point it dilutes the product. Look at what has happened to domestic first class in the United States.
For as long as I can remember, airlines have been offering free space available upgrades to first class. Unfortunately the quality of first class within the United States also isn’t great, when you compare it to what you’ll find elsewhere in the world.
For years US airlines had a major issue — people viewed first class as an “upgrade class” of sorts, and that made it hard to justify paying for it when you could get it for free. This is a trend that airlines have reversed in recent years, as we’ve seen airlines get much better at monetizing premium cabins.
Airlines have started pricing first class more reasonably, and offering more pathways to upgrade beyond just complimentary space available upgrades. To go along with that, we’ve seen airlines hugely increase the percentage of first class seats that they sell. For example, in 2011, Delta only sold around 31% of its first class seats. Now that number is closer to 90%. That’s a pretty remarkable transformation.
While the goal is of course to maximize revenue, the long term way in which that’s being accomplished is by conditioning people to once again expect to pay for domestic first class, rather than expect an upgrade to it.
This same principle applies when it comes to long haul flights on US airlines (where complimentary upgrades generally aren’t offered), or on all flights on most other airlines (where complimentary upgrades just aren’t a thing).
If you think you’re going to be able to score a complimentary upgrade, why would you bother paying for the seat? Rather many of us would just strategically book the flights that we think give us the best odds of an upgrade.
In the past we’ve seen airlines sometimes have “surprise & delight” upgrade campaigns, where there was an unpublished policy of upgrading elites on long haul flights under certain circumstances, even without an operational need. While I think a gesture like that is fantastic, the problem is that at some point it also creates expectations.
If an airline upgrades you once, you’ll probably be disappointed if you take the same route again and circumstances are similar, yet you don’t get an upgrade.
Lastly, on some level providing complimentary upgrades probably doesn’t make those who paid a lot of money for those seats feel great. Admittedly there are always going to be some sort of policies in place for upgrades, but many take issue with others getting something for “free” when they spent a lot for it.
Bottom line
All airlines have official policies as to when they’ll upgrade loyalty program members. Unless an airline has a complimentary space available upgrade program in place, expect that you’ll only receive a free upgrade if it’s for operational reasons (like if economy is oversold).
Ultimately airlines don’t just upgrade loyal flyers unless it’s a published benefit, in order to avoid revenue dilution. If someone knows they can get an upgrade for free, they’re less likely to pay for it. Furthermore, knowing that something is just being given away to others likely won’t make those who paid cash feel great.
Where do you stand on airlines providing free upgrades to empty seats, aside from published policies? Should it happen more often?
Free upgrades should be provided only to winners of a Hunger Games type challenge amongst the economy passengers. A brutal competition amongst the poors would undoubtedly keep me entertained whilst waiting for my flight in the lounge.
I fly F/J only, with the exception I'll do Y in Australia as I find the additional cost ridiculous for the short hop it normally is (and I'm in Y on NZ planes without F, of course). I paid for it in cash or miles. On narrowbodies, I'd much rather have the only seat next to me empty. I'd rather have the F FA have less people to serve. If Homer wants F, Homer should...
I fly F/J only, with the exception I'll do Y in Australia as I find the additional cost ridiculous for the short hop it normally is (and I'm in Y on NZ planes without F, of course). I paid for it in cash or miles. On narrowbodies, I'd much rather have the only seat next to me empty. I'd rather have the F FA have less people to serve. If Homer wants F, Homer should buy F. I agree that upgrades can reduce the willingness of those who might get upgraded to buy F. But, those who pay for F will be willing to pay more if the left unsold F seats empty. If I paid $1,000 for F, I don't think it unreadonable for Bart tp stay in the Y seat that cost hime $200, since I will enjoy 2C more if Bart isn't in 2A.
This isn't totally related, but I never understand why US carriers don't provide lounge access on paid domestic first class tickets. Lounge access marginally costs very little to provide, and these are an airline's most lucrative customers. I know why it started this way (and for not very pleasant reasons), but it's a mystery why it's persisted.
I guess the "obvious" answer is that they are hooked on selling club passes, and some people (who...
This isn't totally related, but I never understand why US carriers don't provide lounge access on paid domestic first class tickets. Lounge access marginally costs very little to provide, and these are an airline's most lucrative customers. I know why it started this way (and for not very pleasant reasons), but it's a mystery why it's persisted.
I guess the "obvious" answer is that they are hooked on selling club passes, and some people (who always travel in paid first class) would unsubscribe. But I wonder if they could charge more for domestic first class if this were a benefit of the ticket class. Or an American loyalist with an Admirals Club membership might fly United (and be upsold to First) if they knew their first class ticket came with club access. As someone who has access across all three carriers, I wouldn't like to see that, but it seems like a clear win for airlines.
The only thing worse than a stingy customer is a stingy customer who expects to be treated like a VIP
An airline could offer upgrades based on the last time a person got one. They could have in the system John Doe had a free upgrade two flights ago, but Jane Doe has never had one, so they could give her the upgrade. They have all this information already, so they could easily have it in the system for who gets an upgrade for free. I also don't buy the argument that people who pay...
An airline could offer upgrades based on the last time a person got one. They could have in the system John Doe had a free upgrade two flights ago, but Jane Doe has never had one, so they could give her the upgrade. They have all this information already, so they could easily have it in the system for who gets an upgrade for free. I also don't buy the argument that people who pay will be upset they paid while someone else got it for free. The passenger would have no clue who did or didn't get one unless someone says they did. Most people who do pay are not willing to take the risk of an upgrade even if it was available for free. If I am on a 10 hour flight I sure as heck wouldn't take the chance of maybe being upgraded, even if I had a chance. Giving a free upgrade once in a blue moon to someone is hardly a big deal for all parties involved.
Some do. They have an algorithm that detects frequent fliers who have been upgraded during a certain time frame v others that have not. So for example, someone with a lower status accompanying one with a higher one and the same booking may be upgraded.
first - I think the “reasonably” priced first class fares disappeared a year or two ago…
Second - I’m torn. As someone whom frequently pays for first class, the last thing I want is for the empty seat next to me to be filled by an upgrade. One of the best experiences about flying first internationally is not having the cabin filled, let alone with a bunch of upgrades.
At the same time,...
first - I think the “reasonably” priced first class fares disappeared a year or two ago…
Second - I’m torn. As someone whom frequently pays for first class, the last thing I want is for the empty seat next to me to be filled by an upgrade. One of the best experiences about flying first internationally is not having the cabin filled, let alone with a bunch of upgrades.
At the same time, I also have top-tier status with a couple airlines, and getting upgraded is a wonderful now and then is a really nice perk.
I honestly wish airline would eliminate free upgrades for silver and gold level statuses, and reserve that for just the top-tier.
You forgot to mention one important point that I see happening all the time. I can't remember the last time I flew on an international flight of a US based airline where there was an empty seat on business class. Now, there were seats available while prior to boarding but when the door closes, every seat is taken. Non-revenue passengers, either airline employees or family/friends. I have seen so many times passengers showing up at...
You forgot to mention one important point that I see happening all the time. I can't remember the last time I flew on an international flight of a US based airline where there was an empty seat on business class. Now, there were seats available while prior to boarding but when the door closes, every seat is taken. Non-revenue passengers, either airline employees or family/friends. I have seen so many times passengers showing up at the last minute on business class and it happens at least one of the FAs knows the passenger well to the point of taking selfies to spending a good amount of the flight time chatting with them.
You're underselling the fact that the airlines use this as an HR lever to perpetually underpay employees without having to pay much in the way of taxes. But what do I know, I don't wash my hands in the bathroom.
It seems like all the big 3 have figured out how to offer reasonably priced upgrades when the cabin is clearly forecasted not to sell out on long haul flights. Usually when only a couple seats left the upgrade price is just the difference between buying the paid fare. They could very easily create some good will by offering that reasonably priced upgrade in the days/hours before just to elites, and put a cap on...
It seems like all the big 3 have figured out how to offer reasonably priced upgrades when the cabin is clearly forecasted not to sell out on long haul flights. Usually when only a couple seats left the upgrade price is just the difference between buying the paid fare. They could very easily create some good will by offering that reasonably priced upgrade in the days/hours before just to elites, and put a cap on how often they can take advantage of those offers (again not to get them expecting they’ll receive those offers instead).
Isnt that exactly what they do??? Unless F is sold out there is always cash/miles upgrade in the app.
I do agree giving them away for free does dilute the product and creates expectation of future free upgrades. It also puts the GAs into a difficult position again.