Ten Myths about Loyalty Ten Myths about Loyalty PassPoints is destroying all the myths about loyalty. The Myth The Reality Airline miles are the best incentive because lots of people have them. Airline miles do not build loyalty to anyone but the airline. Unless you are in business to put your best customers into airline seats at full retail prices, you would probably rather give your customers your own products, which cost you a lot less.
Airline miles are inexpensive.
Airline miles are not cheap. By giving your customers airline miles, you end up paying full retail prices to place your valuable customers into an airline seat, plus paying to issue those points unless you struck the deal with the airlines yourself. So you actually pay twice, when you don't have to pay at all. Generic currencies are a good alternative to airline miles. Not at all.