United Airlines plans structural changes to its MileagePlus frequent flyer program. Chief Commercial Officer Andrew Nocella stated the overhaul will reward long-term loyalty over attracting new members.
United expects to reveal specific details within the next ten weeks to three months.
The airline appointed Jarad Fisher as the new president of MileagePlus. Fisher previously worked on Delta’s SkyMiles program and the Apple Card.
United aims to increase program growth potential by distinguishing it from competitor offerings. The strategy emphasizes the high retention rate of existing members and co-branded credit card holders.