The marketing activity of a modern airline is quite diverse. Under the conditions of an oligopoly, airlines develop their business in competition for a passenger.In modern conditions in Russia, the use of dumping methods of the early 1990s is very ineffective. There are no weak airlines left on the long-distance air transportation market, and in regional markets large companies lose to small regional carriers due to the high cost of performing flights on large-capacity aircrafts of the airline’s fleet.Generally, non-price methods of competition come out on top. Flexible tariff policy, advertising, and high service in servicing passengers remain leading traditional methods of competing for a passenger.This article is devoted to the study of another marketing method for attracting passengers, or rather retaining passengers on the airline’s flights, which is development of bonus programs, frequent flyer programs. PJSC Russian Airlines (Aeroflot) was chosen as the object for the study. The subject of the research is the «Aeroflot Bonus» program.The objective of the study is to study the cost of the program. For research purposes, this is the value of the frequent flyer program point. The problem proposed to be solved is to determine the amount of expenses for implementation of the bonus program of frequent flyers. When solving the problem in its staging part, the assessment is not limited to direct costs associated with the costs of marketing efforts in the form of costs for organising a special advertising department, issuing bonus cards, software, and wages. The estimation refers also to indirect costs in the form of unreceived proceeds from free bonus tickets. Besides, a rough estimate has been made of the airline’s hidden costs due to an unpaid seat on the plane. The study conclusions indicate that hidden costs will be taken into account in calculating the cost of a flight and the bonus program has a right to exist.