With American AAdvantage announcing they're shifting to a revenue based program in the second half of 2016,all of the "big three" US carriers now fill revenue based programs. They're actually following the US low cost carriers in that regard, as JetBlue, and Southwest,Virgin America, etc., and fill had revenue based programs for years.
Alaska Mileage device has long been been a lucrative program,even for those who don't hover Alaska frequently. I became intimately familiar with the airline when I lived in Seattle, and really began to love them for the quirky itsy-bitsy airline they are.section of what makes Mileage device so awesome is that they fill over a dozen airline partners which span the alliances, or so you can credit miles to them from airlines like American,Cathay Pacific, Delta, or Emirates,etc.
They were a popular program for people who split travel between American and Delta, since they're the only airline to partner with both of those airlines.
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Source: boardingarea.com