There was a time when being “loyal” actually meant something. Yes, you’d get free breakfasts & easy upgrades, perhaps even access to airport lounges with real food instead of a granola bar. A lot of those perks haven’t exactly disappeared. But they sure don’t feel like perks anymore, and here are ten loyalty perks that feel worse every year. Which one hurt you the worst?
Delta lounge access
Holding the right Amex card was once your golden ticket into Delta Sky Clubs. Now, not so much. Starting in 2024, even premium cardholders have to watch the clock because basic economy doesn’t count at all, and from 2025, there’s a 15-visit limit. The only way of bypassing it is by spending $75K, which sort of kills the whole point of being a frequent flyer.
Amex lounge guesting
You used to be able to walk into a Centurion Lounge with a friend or two and not think anything of it. But as of 2023, that same guest now costs you. You’ll need to spend $75K a year just to keep the privilege, while the Priority Pass meal credits themselves disappeared years earlier. Effectively, free guests are an endangered species with Amex.
Starbucks stars
No, you’re not imagining things. Your morning latte does actually cost more Stars than you remember. In early 2023, Starbucks increased redemption rates, meaning that most drinks went from 150 to 200 Stars. 50-Star bakery treats now need 100 Stars. It doesn’t matter how cheerful the rewards app still looks because your points don’t stretch nearly as far.
Marriott’s “free breakfast”
Many travelers used to count on a full breakfast at Marriott’s higher-end spots. These days, a lot of them just hand you a $10 food credit & call it good. Free nights aren’t any better because you’ll likely still have to pay those annoying resort fees, so the whole night doesn’t seem that “free” after all.
United award prices
Remember when you could plan a big trip around a fixed mileage chart? United removed this perk in 2019, and now award tickets are priced more like a form of airline roulette. In particular, partner flights are more expensive, miles-wise. One month it’s 70,000 to Europe. The next month, it’s 95,000, and there’s no notice or anything, just more miles gone.
United upgrade award chart
That’s not all for United. As of 2025, the airline scrapped its published chart for mileage upgrades and has moved everything to dynamic pricing. This means there’s no set cost to move up to business class anymore. You might get a deal, or you might be a victim of daylight robbery. The sad thing is, you won’t know the facts until checkout.
American’s saver charts
Sadly, American Airlines ditched its classic saver chart in 2023, so now every award page just says that it’s starting at some number of miles. You’ll need a lot of luck finding that rate. Some partner flights still use charts, but for domestic ones, it’s all dynamic, giving the company flexibility for them & frustrating everyone else.
Uber’s free loyalty program
Uber once handed out points like candy. You simply had to ride a few times & get a little bonus, maybe hit Gold or Platinum if you were lucky, but then the whole thing disappeared. In late 2022, they shut it down completely & rolled out Uber One instead. This costs $9.99 a month. The freebie points are gone, and the irony is that you now pay to be loyal.
Southwest Companion Pass
Those who had the Companion Pass will know all too well the grind behind it. It used to be 125,000 points, which was still tough but doable. As of 2023, it’s 135,000. You’ll need to take more flights & more swiping, or both. The perks are still there, of course, but you’ll have to do a lot more work to actually achieve them.
Hilton’s U.S. breakfast perk
Hilton changed their loyalty program in a way that still annoys a lot of frequent guests. Previously, Gold & Diamond members in the U.S. received an automatic free breakfast. Now it’s a food & beverage credit. This is usually $10 to $25 per person, depending on the brand. It barely covers coffee & eggs at some hotels.
Sources: Please see here for a complete listing of all sources that were consulted in the preparation of this article.
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