That's Trippin'
I presume you're referring to this article....
https://www.linkedin.com/pulse/how-success-frequent-flyer-programs-driving-away-david-feldman-gaicd
Summed up best by:
"The focus on chasing partnerships and ancillary ventures risks forgetting that the foundations of any frequent flyer program is the aspirational (and achievable) nature of the airline offering.
The most profitable partnership is only useful if customers perceive value in the airline product offering.
People don’t sign up for a co-brand credit card because it comes with 75,000 points — they sign up because they want to realize their aspirations for a vacation, honeymoon, exotic adventure, first class luxury experience or other travel desire.
The products that are profitable for the modern frequent flyer program are only profitable because people perceive value, and desirability, in the underlying airline product."
There were also a couple of articles focusing on the AA changes but highlight the globally important themes of benefit delivery.
The reduction in SC earn on Getaway fares in smart. The reduction in benefits is not.
VA is making a strategic mistake and will lose business.
Of course - perhaps TT is going the way of Ansett and VA is pre-positioning.
Given the lack of investment/expansion into making TT a true competitor to JQ..... Well - draw your own conc