Direct-Only Airline SMB Programs: Advantages & Disadvantages

Some airline SMB programs like Southwest Airlines’ SWABIZ, Delta Air Lines’ SkyMiles for Business (formerly SkyBonus) and United Airlines’ PerksPlus allow corporate customers to earn credit or save on bookings made with the airline directly or in their corporate channel of choice – including through their online booking tool (OBT) or travel management company (TMC).

Others only give program credit or discounts for bookings made directly with the airline and do not give credit or discounts on OBT or TMC bookings. American Airlines’ AAdvantage Business, Alaska Airlines’ EasyBiz and United’s United for Business are examples. We’ll call these “direct-only SMB programs,” in contrast to SMB programs that let you book anywhere (above).

What are the advantages and disadvantages of these direct-only SMB programs, and who are they a good fit for – and not a good fit for?

Caveat: sometimes the lines blur and direct-only programs only earn credit on bookings made with the airline directly, but still have a benefit and use on TMC and OBT bookings. That’s the case with American’s AAdvantage Business – being an AAdvantage Business member allows your company’s travelers to continue to earn AAdvantage miles and loyalty points on your TMC and OBT bookings after May 1, 2024.

Advantages of direct-only SMB programs

One big advantage of direct-only SMB programs is that you don’t need an OBT or TMC to access the program. Instead, whoever looks after travel spend at your organization can quickly sign up and enable colleagues to book to earn credit. 

This makes direct-only SMB programs a good fit for smaller organizations, ranging from single-traveler shops to other small agencies and consultancies that trust their travelers to book wherever they want. Airlines’ websites are free to use, generally have the lowest fares and are good at changing flights. And these direct-only programs come with basic travel management functionality, allowing small organizations to securely store cards for payment, track spend and unused tickets, and sometimes apply basic travel policies.

Another benefit of these programs is that small companies earn valuable rewards that can be used to save on travel with free trips or upgrades. But then again, this isn’t a true advantage since all SMB programs let you earn valuable rewards, many in your OBT or TMC channel of choice.

Disadvantages of direct-only SMB programs

The biggest disadvantage of direct-only SMB programs is that your organization can’t earn credit or save on bookings through your OBT or TMC. You hired your OBT and TMC for a reason: to book all airlines, hotels and car rentals in one place, with your travel policies applied to all bookings, your spend and safety data tracked on all bookings, and for help changing trips when your travelers need help. Further, your TMC is a resource to help you maximize your benefits and rewards from your airline SMB programs, and on direct-only SMB programs your TMC is largely unable to help you.

For whom are direct-only SMB programs a poor fit?

Basically, this means direct-only SMB programs aren’t a great fit for larger organizations that use an OBT and TMC to manage travel across many employees. That includes some sizable programs that spend millions a year on travel: they may qualify for full corporate programs on some airlines, but SMB programs on others. For those organizations, it probably doesn’t make sense to give up the choice, control, visibility and service they get from their TMC and OBT (on their smaller airlines) for a few airline SMB program benefits on airline direct bookings.

So what should you do? Unfortunately airlines have (intentionally) forced this issue, compelling organizations that use OBTs and TMCs to decide whether to pass up their SMB program benefits or allow travelers to book those airlines separately. (And of course travelers who still book the airline but through the OBT or TMC get no SMB program benefits earned on those bookings.) Perhaps the tide will turn and airlines will make their direct-only programs available on all bookings, but for now organizations have to decide whether to use or simply pass up on direct-only SMB programs.

A complete travel management solution across airlines, hotels & cars

Direct-only airline SMB programs don’t offer a complete travel management solution with booking, control, tracking and service for travel across all airlines, hotels and car rentals. 

For this kind of flexibility and savings, you need a travel management platform like AmTrav.

Learn more about the benefits of AmTrav's one connected platform

See how AmTrav makes friction-free business travel a reality:

AmTrav is a complete software and service solution for managing your travel, offering the robust online tools and expert human service you need to book, control, measure and change all your travel – in one, centralized location. AmTrav clients’ employees love to use our powerful booking platform to book their flights, accommodation and car rentals – all in one place. With AmTrav you will:

• Book all your flights, hotels and car rentals in one place, with access to the lowest fares and one-click unused tickets to save an extra 6% on airfare. You can change your whole booking online at once, and of course travelers earn miles and loyalty points on every booking.
• Set travel policies to guide bookers to find flights, hotels and car rentals that work for them and for the company, with optional pre-trip approvals. Manage your user access and invite guests to book themselves with a simple, user-friendly tool.
• Track your spending, your travelers’ locations, your policy compliance, your CO2 emissions and more with AmTrav’s 25+ reports 
• Your travelers can count on expert assistance from AmTrav’s all-employee Travel Advisors who are ready to help 24x7, and you enjoy the support of a dedicated AmTrav Relationship Manager who’s your trusted advisor and advocate.

Bottom line

If your company is already booking with airlines directly, a direct-only airline SMB program is a good upgrade to track your travel and earn a few extra miles. But if your company is a bit bigger and you need to book, control and see bookings across airlines, hotels and car rental providers, book a consultation to learn how AmTrav can make managing your whole travel program easier.

Find out how AmTrav can help your business travel smarter

Schedule time to talk with one of our travel experts.

About AmTrav: Through one simple technology and services platform, AmTrav helps travelers be more productive and connected, empowering companies and their people to go places, meet people and grow further. AmTrav customers enjoy integrated travel booking, travel spend reporting, traveler tracking, and 24x7 expert human support, reducing obstacles, complexity and cost so they get the full value of their business travel. Learn more or reach out for a one-on-one consultation today.