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Some airlines—like American Airlines, which started the first modern airline loyalty program—have loyalty programs with higher valuations than the airline itself.

Findings

Additional insights we found via The Wall Street Journal

  1. The confusing business model of the modern commercial airline industry, including said loyalty programs, began after the 1978 Airline Deregulation Act in the US, which removed federal control over airline fares, routes, and market entry.

  2. Today, most traditional airlines generate roughly two-thirds of passenger revenue from those in first, business, or premium economy classes combined.

  3. About 10% to 21% of airline revenue stems from loyalty programs, and most earn no money on economy travelers, with the exception of budget airlines.

  4. Airlines made an average of $13 per passenger as of 2025.

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