All good things must come to an end
– Geoffrey Chaucer
This adage, said to be coined in the 1300s is coming true with most aspects related to Air India’s loyalty program. Three years ago, Air India and SBI partnered up to launch a dream card, which gave not just a lot of miles, but a lot of miles on achieving spend milestones, and even airline status with Air India on completing spend. Top it up with generous status matches which allow you to get a headstart with Air India. The purpose of this card was to seed the market with Air India miles, something that the market was not used to given Jet Privilege was the proven partner of choice for most establishments.
And now that Air India Flying Returns is basically restructuring, not just to eliminate fakes, but going back to their line of thinking that they don’t really need to reward anyone for their loyalty, they are taking this card in their sweep too. I am told the features of this card are jointly arrived at by some sort of a council that has members from AI and SBI Cards.
So, while I was away for a weekend, SBI Cards quietly pushed out an email to all their members, announcing a massive devaluation as of April 11, 2016. The changes only affect the Signature version of the cards, and not the lower version. Here is the communication:
Milestone Spending tiers doubled, but points only go up 10%
In the earlier set-up with the Air India SBI Signature Card, you had an opportunity to earn 90K extra AI miles with a spend of INR 10L, now, you can only earn 100L extra AI miles with a spend of INR 20L. This is a double whammy, especially when you look at it in totality, where almost all Air India sectors have moved up in requirements for flights, and Star Alliance flights too, oh, and Upgrades as well. So, overall, the miles you earn are worth much less as compared to how much they were worth three years ago.
Earlier, you needed to spend INR 7.69 to earn a mile, if you were spending a total of INR 10 Lakhs on this card, now, this moves up to spending INR 11 to earn one mile on a spend of INR 10 Lakhs, as well as on a spend of INR 20 Lakhs. That means, a 44% more spend required per mile to be earned.
Not just that, a lot of our readers here don’t spend that kind of money on this card, so for those who spend lesser as much as INR 5 Lakh to earn the first bonus, you are spending INR 12.5 to earn a mile. That moves your goalpost by 66% to earn a mile.
This move itself kills this card for me. But, there is more…
Tier Upgrades on spend now require compulsory Air India spend/ Status matches going away.
One of the key reasons I came back to Air India after a long time, was the ability to go straight up to Gold Tier. For the first year, I did it by tier-matching, which is still available till April 11, 2016 and then going away. Then, I maintained it by spending on the card. There is no other way for me. Air India awards miles in a miserly manner on flights as compared to Jet Airways, except for a brief 6 months or so in 2015, linking it to revenue earned on a ticket. On the other hand, they have still not figured out how to make elite status by just taking segments. They want you only earn the status by doing a minimum number of revenue flights.
The same wave is now coming to this credit card as well. Earlier, a spend of INR 5 Lakh within a year used to get you Silver tier on AI, while INR 10 Lakh spend got you gold tier. Now, you need to ensure you spend INR 2.5 Lakh of your INR 5 Lakh spend to Air India directly to get Silver tier. And INR 5 Lakh out of INR 10 lakh on AI spend for the gold tier.
While the silver tier was never any use for me, since it gets you nothing, I always would like to have gold status with AI, but I can’t guarantee I’d spend INR 5 Lakh on Air India tickets to get the status.
This card used to have a prized place in my wallet, and I am now just figuring out it won’t have that space anymore. I’ve not spent on this card in my current year, since I was afraid such a thing could happen, given all the large scale changes at Air India Flying Returns over the months. I’m going to junk it sooner than later then, and move the spending to another card.
What hurts the most is that they created a product, got the users in, and now devalued, with no attempt to make good to old loyalists.
Readers, do you still see a silver lining with this card? My use case for this one looks gone at best!