The Consumerist has a post today about recent changes to US Air’s Frequent Flyer program. They are introducing fees and taking away benefits. What is most frustrating about the announcement though aren’t the changes themselves, it’s the first sentence announcing the changes. “As part of our continuing efforts to provide valuable benefits to our frequent flyers, US Airways is making a change to our Dividend Miles program.” Consumers aren’t stupid. If you have to change the FF plan just be honest. People are still going to be annoyed but at least you won’t lose their trust. Transparent spin compounds not lessens anger.

As with Delta before them US Air seems to think that the way to increase profits is to give their most loyal customers less of a reason to be loyal. I don’t quite understand what airlines are thinking these days. Why is it that jetBlue can come up with cost cutting measures cute and endearing or never seen by consumers (e.g., Aircraft Uniformity) and the best the rest of you can do is dream up new service charges and not allow me to keep my can of coke.