You’ve been racking up points for years, but when you try to book your dream business-class flight, nothing works. Frustrated? You’re not alone.
When it comes to airline frequent flyer programs, earning points is the easy part. Redeeming those points for free travel (or mostly free travel) is the difficult part. Not only do you have to find award space, but you also have to use the right program to book your travel or risk paying more than you have to.
Experts in booking award tickets realized that many people were willing to pay for help in finding and securing these tickets. This insight led to the creation of the award booking service business model.
What do these booking services do? Who should think about using them? How do you pick which one to use?
I’ve used these services before and referred others to them, as well. I’ve also spent the time and effort to book several complicated award tickets myself. Here’s my take on the value-added to booking award tickets that these services provide…
What Do Award Booking Services Do?
The basic service is the same at most sites. After an initial review of what type of travel you want to take and an account of all your points, they’ll try to find the best itinerary possible while also getting the best value for your miles. How they go about this process and how much you’ll need to pay is what differentiates the services.
Our seats on Singapore Airlines A350-900 booked with KrisFlyer miles.
Should You Consider Using An Award Booking Service?
There are several types of people who can benefit from using an award booking service. These include:
- Those who have been earning points but know nothing about using them. These people have a rewards card but have never made any redemptions because they feel it’s too complicated. They’ve heard that booking an award ticket is complex, and none of their friends have ever been able to use miles for a ticket without paying a large number of miles.
- People who only have one type of award currency. This was my dad and his wife on their first big trip together. They were using a Delta American Express card exclusively for all their spending and had a bunch of SkyMiles.They needed an expert in that program to find flights matching their Southeast Asia itinerary.
- The opposite problem is someone who has many different types of points. If you’ve been collecting points from American Express, Chase, Citi, Marriott Bonvoy and Capital One, you need to know which programs will let you combine points for your trip.
- Finally, those planning complex or around-the-world trips can benefit from a booking service. These trips have many parts, and some programs offer a better value for these itineraries.
Some people probably shouldn’t use an award booking service. They include:
- People who only have points in fixed-value programs like JetBlue or Southwest. The award price is tied to the cash price of the ticket, so the service can provide no benefit compared to just searching the airline’s website.
- If you’re making a simple domestic redemption, it’s doubtful that you’ll save enough money or points to make using a service worthwhile.
- There are people who love to spend countless hours searching airline websites to find the best value for their points. For those of us like this, we don’t want to use a service. We’ll even volunteer to do searches for our friends without them asking (Note from Joe’s wife: And yes, he has).
What Can Award Booking Services Do That I Can’t?
Quite honestly, nothing.
Consider this analogy: Your kitchen sink is leaking, flooding the floor. You turn off the water, but what should you do next? You could head to Lowe’s or Home Depot to buy various plumbing tools, and then spend days researching online how to replace the sink and connect the plumbing. When you eventually turn on the water again, it might work, or it might not, requiring you to begin the process anew.
Or you could call a plumber who already has all the tools and knows how to use them. If some problem arises, they’ve already had experience dealing with it, and if anything goes wrong, they’re the ones who’ll have to re-do the work. Of course, you’ll have to pay them, but if you’ve hired a good one, their work will almost surely be better than what you could do on the first try.
If you get a good award booking service, they have several things that you don’t:
- The right tools for the job – Yes, there are tools that can help you book award flights. However, the most powerful ones aren’t free, and while it would be expensive for you to pay for a subscription to book one award ticket, for a booking service, it’s just a cost of doing business.
- Knowing how to use these tools – I’ve looked at some of these websites, such as ExpertFlyer, and even learned a bit about how to use them to make our own award reservations. I’m able to do what I want to, but I’m sure it takes me longer to accomplish tasks than it does for someone who works with these tools daily.
- There’s real value in having experience. That’s the knowledge of knowing what works and what doesn’t. You can spend hours putting together a trip using a certain type of miles, to find out the award you’re looking at is hardly ever bookable. An experienced award booking agent will already know this and not waste their time searching for impossible-to-book awards. They’ll also know about tricks of booking awards that aren’t available on websites and when you can call airlines to make these award reservations missed by those who only search the airline website.
- Knowing the different programs – Were you aware that just booking an award ticket with one airline over another can save you hundreds of dollars in taxes and fees? It’s true. Award booking services know which programs have the lowest taxes and fees on awards and will try to use those first to save you money.
- First-hand experience – When booking a flight, you only see the airline and plane type. What if you have a choice of two airlines or flights on different planes from the same airline? Your booking agent should know the difference between the products and if you have a choice, try to book you on which one is better. They may have flown on the same route you’re looking for.
How Much Do Award Booking Services Charge?
Each service has its own pricing structure. Some require a deposit to start working on your trip, while others don’t. Almost everyone charges if they find a trip that meets your requirements, regardless of whether you book the trip.
The average price for a normal award booking is about $200 per person. However, there are additional charges if you want to change or cancel your ticket later. Some services offer free upgrade options, while others monitor your booking for a fee and constantly monitor it for better options.
My Experiences with Award Booking Services
On a side note, my very first use of an award booking service was back in 2005. I found a website that helped my wife, Sharon, and I book business class tickets to Japan on United using 90,000 US Airways miles we transferred from American Express (wow, that was a while ago) (Note from Sharon: Yes it was. And he kept all the notes on it. I won’t complain though…they’re all electronic, not on paper). The website I found was the same one that now hosts our travel blog on Boarding Area, so I guess I owe it to them for getting us started in this hobby.
Flying to Japan, April 2005 (Note from Sharon: OMG, I remember that air purifier thing! I think I got it from Brookstone. It was eventually deemed an electronic device and I wasn’t allowed to wear it anymore)
In 2010, I contacted a service I read about in a magazine in my doctor’s office waiting room. They helped me book a trip from Orlando to Ireland for an Adventures By Disney trip using my Delta Skymiles, flying on a combination of Air France and Delta.
After that, I was getting good at booking my own tickets. When I got stuck with finding award space, the booking websites replied that I did almost all of the work and pointed me in a direction I didn’t know about instead of charging me to book award tickets.
What Award Booking Services Are Available?
Let me start by saying I have no dog in this hunt and get no credit if you follow these links and use their services.
Most of the services I used are no longer in business. If I needed one today, I’d look for a service with a proven track record. But I’m a chicken. I like to stick with known quantities. Well-known services may charge more, but you know what you’re getting. Some newer websites may charge less because they need to incentivize people to use them over the big guys. If you’re comfortable with that, it’s your choice.
Some of the options I found are:
What’s New in the Award Booking Space?
The award booking services space significantly changed when the people behind the Juicy Miles and PointsPros websites formed a new company called Point.me. It has a reasonably priced self-service option that lets you search award inventory with the major airlines and programs. I used this to find a cheap flight using Aeroplan points. They also have a concierge service based on the award booking service model.
While I haven’t used their concierge service, I feel comfortable recommending it as I used PointPros for my dad’s flight to Thailand, and Juicy Miles was a very popular service.
Final Thoughts
I probably used award booking services much longer than I had to. It took several service providers telling me I had the knowledge to book my own tickets before I gained the confidence to do it myself.
As I listed above, there are people for whom these websites provide a valuable service. When PointsPros found award flights for my dad and his wife, their travel agent was amazed and commented that none of her other clients had ever been able to find business class award tickets to fit their itineraries. My reply was, “That’s because none of those people knew the people that I know.” 🙂
Paying $200 to $500 to use points to book a business class ticket that would have otherwise cost thousands of dollars is worth the expense if you don’t have the tools, knowledge, experience or time to book the ticket for yourself.
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5 comments
I have tried to use Award Booking Services for a couple of times with 2 of the most known companies and both times I had disappointing experiences.
Both times I wanted 2 seats First Class One-Way from Asia to the US using American Advantage miles and both times I was told by the 2 Award Service Companies that my wish was too difficult to be accomplished.
Both companies tried to persuade me to accept Business Class Award Bookings and once I declined they dropped my request.
Unfortunately “for them” both times I was able to book the desired awards (Japan and Cathay Pacific First Class).
I didn’t care about paying them for their services but it seemed they were only up to easy jobs.
At the end, I was the Lucky One 🍀
I consider myself fairly good with miles/points but honestly people almost never put a value on their time. You can burn a LOT of time figuring the best routing/etc. But these experts just know much better and can find much quicker. I’ve used James Lee at Juicy Miles several times this year and he is really amazing. Could I book them on my own? Sure, I could but I put a value on my time. Time that I can either spend billing clients or spending with my family.
On my last ticket, James over at Juicy Miles even offered to call in the airline for me and handle putting the ticket on hold. (I was out of the country flying on a 13 hour flight when he booked it and that’s why he offered to call for me). I think they usually charge more for that but he didn’t charge me any extra.
I tried signing up for the subscription service on Juicy Miles but I didn’t find it to be nearly as good as an actual person. The thing you MUST do is put a value on your time.
For people that have tons of time and don’t care about the hours and hours it might take then no problem at all doing it all yourself. But also I’ve found in the past that if I probably used an award booking service I could have snagged awards and in that time it took me to search they already got booked.
I used an award booking service once, and was very pleased with the outcome. The booker was able to stitch together an around-the-world in Business, with a side trip to Ulaanbataar and multi-day stopover in Zurich, for just 85K miles plus about $400. I believe he took advantage of a no-longer-working trick involving telephone agents who were a bit weak on geography. During that trip I flew on 7 different airlines.
Since then I’ve done a lot of award flights but never needed a complex itinerary, but if I do in the future I’ll certainly consider using a booker again.
I used JuicyMiles engine and Booking Service/Concierge back before the pandemic and loved both aspects. Used concierge for my more complicated multi-stop internationals, and the engine for basic trips. Now planning first int’l trip post-covid and decided check into this and read that this new engine was written ground-up specifically by the point/net team, vs a licensed version they used as JuicyMiles.
So I decided to use the point.me engine to do some initial research on 2 upcoming simple itineraries, and also use the Concierge service for my multi-stop trip in June and July ’22. The engine seems to do a great job of displaying all the flight options available and you can sort results by ‘Quickest Flights’ / “Points low to high’ / and ‘Best Value’ (not sure how this is calculated but probably based on Retail Value vs number of points required. And you can filter all the results by Operating Airline (metal), Loyalty Program (for capturing good partner awards), Max Stops, and time of day for the flights.
I’m slammed with end of year work and since this is for a very special 25th wedding anniversary trip I didn’t mind paying the $200pp for the concierge service again to get it right and have them do all the points transfers and booking.
James again was excellent. He was prompt in responding by email and always included at least 2 or 3 flight options when available, and offered opinions on what he thought was the best fit/schedule or the best value, and why.
I ended up with a great itinerary for IAD-VENICE-NAPLES-ROME-IAD this coming June 2022 and will absolutely give a great recommendation to the new search engine and also to the point.me Concierge award booking service.
Award booking services can be great for two reasons: tools and expertise.
That said, they can still be tough to work with. For example, I contacted a prominent booking service one weekend a few months ago. I had an itinerary but it frankly wasn’t very good. Going into details on what I had (to avoid repetition) and what I was looking for took up a few paragraphs. A short consultation would have made things vastly easier but the site didn’t offer that as an option. Anyway, I didn’t hear back for days and finally just lucked into something myself and cancelled after no response for almost a week. I’d hoped that the people could utilize some tricks or methods unknown to me; instead I was ignored. My lesson was to tread with caution.