Since the hostile takeover attempt from AirTran toward Midwest Airlines began, I've assumed this is a done deal. With the blood in the water, I expect Milwaukee's hometown airline will soon be a thing of the past -- whether it comes in the form of an AirTran acquisition or from another carrier.
Emotional responses aside, these are the risks a business runs when it goes public. And despite pledges to community, Milwaukee will lose a major corporate citizen and the fringe benefits that come with it.
Everyone else has talked about what that means to tourism, our city's identity, chocolate chip cookies and flight prices.
What I want to know is what will happen to my Midwest Airlines frequent flier miles?
Like so many others, I practically stockpile these things. As holder of a Midwest Express (then Midwest Airlines) Mastercard since 1996, I've accrued (and spent) hundreds of thousands of miles. Whenever possible, I've flown Midwest. I've signed up for the "Rewards Dining" programs, charged big down payments I'd pay off that month -- I've done everything I can to fly to good places for free.
I've used my miles for my honeymoon, trips to Mexico and Spring Training in Phoenix. Right now, I've got more than 50,000 miles burning a hole in my wallet -- just waiting for the perfect trip.
But what will happen if and when AirTran takes over? I asked that very question to my colleague, Steve Jagler, the executive editor of The Small Business Times, after posting his blog about AirTran's promises this morning on OnMilwaukee.com.
Jagler passed my question on to Tad Hutcheson, AirTran's vice president of marketing and sales.
Said Hutcheson, "We would convert them to AirTran credits and he could use them on the combined airline (if the merger goes through)."
"Our goal is to keep the customers happy," he added.
So, there's the official answer, but please understand my skepticism. I fear that AirTran will say whatever it takes to get the deal done.
Potentially more unnerving is the lack of an international partner for AirTran. So while you can fly to Europe and beyond with Midwest (via Norhwest Airlines), you're stuck in America with AirTran (unless you accrue the equivalant of 50 round-trip flights, at which time you can apparantly fly to Europe through another carrier).
I guess for now, I'll reluctantly keep accruing those miles, saving up for a bigger and better trip -- while hoping that everything works out for the people most likely to get screwed in this deal: Milwaukeeans.
Lets hope Hutcheson and AirTran are genuine with their intentions and willing to go the extra (frequent flier) mile to keep their new annexed customers.
Andy is the president, publisher and founder of OnMilwaukee. He returned to Milwaukee in 1996 after living on the East Coast for nine years, where he wrote for The Dallas Morning News Washington Bureau and worked in the White House Office of Communications. He was also Associate Editor of The GW Hatchet, his college newspaper at The George Washington University.
Before launching OnMilwaukee.com in 1998 at age 23, he worked in public relations for two Milwaukee firms, most of the time daydreaming about starting his own publication.
Hobbies include running when he finds the time, fixing the rust on his '75 MGB, mowing the lawn at his cottage in the Northwoods, and making an annual pilgrimage to Phoenix for Brewers Spring Training.
