Some 80,000 frequent fliers with Aer Lingus have been given just three months to redeem TAB (Travel Award Bonus) points as the scheme is being curtailed.
The airline has notified TAB members that points not redeemed by October 31st will be eliminated.
Such points are accumulated each time a member flies Aer Lingus, and can be cashed in for free flights or flight upgrades.
The airline's Gold Circle Club for high-spending business travellers will be retained, however, giving members the benefit of priority check-in services, access to special lounges and flight upgrades.
Only members of this frequent flier group will be able to earn TAB points from the end of this month.
A spokeswoman for Aer Lingus said the changes followed a review of the frequent flier programme, which included "extensive" market research.
"We found the current programme was not an influencing factor in making people book. The price of the ticket was the main factor, and therefore TAB gave us no competitive advantage.
"Very few customers who booked on aerlingus.com booked as a TAB member, and yet 50 per cent of our bookings are on the Web. The redesign of the programme reflects the needs of the frequent flier, and is in line with the way we now do business."
Under the scheme, someone who took three business class trips between Dublin and New York would qualify for a free economy class trip between Dublin and Shannon.
TAB redemptions could further boost demand for Aer Lingus flights in the autumn, following the announcement of a special seat sale for certain European destinations, with prices starting at €29 to €59 each way, including taxes.
