Allegiant Air plans major update to Allways Rewards loyalty program

Drew Wells, Allegiant's Chief Operating Officer, stated in an interview with The Points Guy: "We need to take another look at our loyalty program and our cobranded program."

Allegiant’s network primarily serves underserved city pairs and targets low-frequency, price-sensitive leisure travelers. Historically, this model led the carrier to invest less in its loyalty program. However, changing market conditions have prompted Allegiant to reconsider this approach as competition intensifies from airlines like Breeze Airways and Avelo Airlines—both targeting similar markets—as well as Frontier Airlines, Sun Country Airlines, and Southwest Airlines.

As younger travelers increasingly take more trips each year, Allegiant is seeking ways to attract these high-volume customers who value rewards programs.

Airline loyalty programs have evolved from simple reward systems into major revenue generators through partnerships with credit card companies and by offering elite status benefits. For example, Delta’s loyalty program generates over $7 billion annually via its partnership with American Express.

With these industry trends in mind, Allegiant’s planned overhaul of its Allways Rewards program reflects broader efforts among airlines to leverage loyalty schemes as both competitive tools and sources of revenue.