There was an interesting opinion pages piece on the New York Times yesterday “Frequent Fliers, Prepare to Pay More” about airlines goal of offering customized airfares for fliers that LoyaltyLobby reader alerted me. This article is interesting and worth reading. You can access it here.
The goal for the airlines is to recognize the individual traveler before the choice of prizes and possible packages are offered. They will try to implement this via online travel agencies like Expedia etc. too.