A significant shift is underway at United Airlines, marked by new leadership appointments and a strategic realignment of its loyalty program. The changes signal a potential overhaul of MileagePlus, the airline’s frequent flyer program, though the full extent of the vision remains undisclosed.
The arrival of Jeff Fisher, previously instrumental in the success of both the Apple Card and the Delta-American Express partnership, is particularly noteworthy. United’s Chief Commercial Officer described Fisher as someone who “rolls up his sleeves” and embraces innovation, hinting at a more dynamic approach to loyalty rewards.
Industry observers have long pointed to the close relationship between Delta and American Express as a key advantage. United, with its existing partnership with Chase, may be seeking a similar level of integration and profitability through its credit card offerings.
Adding another layer of intrigue, United has also brought on Vasu Raja, a former American Airlines executive, as a consultant. Raja is known as a progressive thinker in the airline industry, despite a recent strategic initiative at American Airlines that didn’t meet expectations.
Raja’s initial focus will be on Kinective Media, United’s relatively new advertising platform. He expressed enthusiasm for the existing foundation and aims to propel Kinective into its next growth phase during his six-month assignment.
These appointments aren’t occurring in isolation. Richard Nunn, the current CEO of MileagePlus, and Luc Bondar, the chief operating officer, are both departing the airline in the coming weeks, marking a clear break with the program’s recent past.
The changes suggest United is preparing for a more competitive landscape in airline loyalty. The airline appears determined to unlock greater value for both customers and the company through strategic partnerships and innovative program design.
The industry is watching closely to see how these moves will reshape the MileagePlus program and ultimately impact the experience for United’s most frequent travelers.
