Flying Blue Devalues Award Pricing – What It Means for Travellers

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Air France-KLM’s Flying Blue loyalty program has made significant adjustments again, increasing redemption rates across multiple routes as of January 13, 2025. This follows a series of changes over the past year, including the December 2024 devaluation of partner awards, the removal of XP earnings for non-SkyTeam flights, and the discontinuation of XP rollovers. These decisions, taken together, indicate a broader strategy that is shifting away from customer-friendly policies and towards maximizing profitability at the expense of loyal members.

From Standardization to Rapid Devaluation

In 2023, Flying Blue made a notable improvement by standardizing award rates across North America, making redemptions more predictable. Business class flights that previously varied from 55,000 to 80,000 miles were adjusted to a flat 50,000 miles each way, and economy and premium economy pricing also saw reductions.

However, these improvements were short-lived. The latest increases include:

  • Economy Class: From 20,000 miles to 25,000 miles (25% increase)
  • Premium Economy: From 35,000 miles to 40,000 miles (14% increase)
  • Business Class: From 50,000 miles to 60,000 miles (20% increase)

Compounding this, in December 2024, Flying Blue quietly increased partner award rates by up to 100%. Short-haul partner flights that once cost 5,000–7,000 miles now start at 10,000 miles. Affected partners include Delta, Qantas, Malaysia Airlines, and AeroMexico, leaving travellers with significantly fewer options for affordable redemptions.

Flying Blue’s Justification: More Award Availability?

Flying Blue states that these changes are designed to increase entry-level award availability, making it easier to book seats at the lowest mileage levels. However, members have expressed scepticism, particularly after recent searches revealed that premium award availability remains scarce.

The lack of transparency and absence of advance notice for these changes has only fueled further distrust among frequent flyers. Many believe that these devaluations are being implemented to balance the program’s finances, especially given reports that Air France-KLM recently mortgaged its Flying Blue program for €1.3 billion, leveraging future loyalty revenue to secure funding.

Comparison with Other European Loyalty Programs

Flying Blue’s changes put it in direct competition with British Airways Club and Lufthansa Miles & More. However, the execution of these changes raises concerns about its long-term viability compared to its European rivals:

  • British Airways Club is also shifting towards a spend-based model in April 2025, prioritizing high-spending customers over frequent travellers. However, while its Avios pricing remains distance-based, fuel surcharges on BA redemptions remain notoriously high, sometimes exceeding €500 for business-class transatlantic flights. Flying Blue’s changes make it marginally more competitive on fees but still frustratingly unpredictable.
  • Lufthansa Miles & More maintains a fixed award chart, offering greater consistency than Flying Blue’s dynamic pricing model. Business class redemptions remain at 70,000 miles one-way, slightly higher than Flying Blue’s new 60,000-mile rate, but Lufthansa offers greater first-class availability, making it more attractive for high-end travellers.
  • Virgin Atlantic Flying Club continues to provide an alternative for Air France and KLM flights, with business class redemptions often pricing at 50,000 Virgin Points. Given the unpredictable nature of Flying Blue, many travellers are now turning to Virgin Atlantic as a way to book premium Air France-KLM flights at a lower cost.

What Travelers Can Do

In light of these rapid changes, frequent flyers need to reconsider their loyalty strategies:

  • Use Virgin Atlantic Flying Club for Air France-KLM Flights: Many Flying Blue routes remain cheaper when booked through Virgin Atlantic Flying Club, offering better redemption value.
  • Leverage Transfer Bonuses: Since Flying Blue partners with Amex, Chase, Citi, and Capital One, transfer bonuses can help offset higher redemption rates.
  • Monitor Flying Blue Promo Rewards: Despite devaluations, Flying Blue’s monthly Promo Rewards still provide occasional savings, making them worth checking.
  • Book Redemptions Early: Given the program’s history of sudden changes, securing award flights as soon as possible can help lock in better rates.

Final Thoughts & Future Outlook

Flying Blue’s recent devaluations, particularly the December 2024 partner award increases, are a significant setback for frequent flyers. The lack of advance notice, coupled with the broader trend of scaling back elite perks, raises concerns about the program’s long-term value. While Flying Blue still offers competitive redemption options in some cases, the unpredictability of its pricing structure makes it harder to justify long-term loyalty.

For now, travellers should explore alternative programs like Virgin Atlantic Flying Club and Lufthansa Miles & More to ensure they are getting the best value for their points. Given Flying Blue’s recent track record, redeeming miles sooner rather than later remains the safest strategy to avoid future devaluations.

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Dan
Dan
Travelling on Points is the brainchild of a person who loves to travel and reap the benefits of doing so. Dan enjoys sharing the knowledge of travel as he believes that the more people travel the less narrow-minded, and more tolerant, people will be of each other.

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