United overhauls loyalty program benefits to boost co-branded credit card adoption

United Airlines is revamping its frequent-flyer loyalty program to further reward travelers who carry a United co-branded credit or debit card, while dialing back mileage earning for members who do not.

The airline said the ‌changes are ⁠designed ⁠to boost adoption and usage of its card products.

Across the industry, loyalty programs have evolved into major profit engines, with carriers earning billions of dollars each year by selling frequent-flyer miles to banking partners tied to those credit card ⁠portfolios.


United Airlines' ‌primary MileagePlus cardholders will be able to earn up to twice as many ⁠miles per dollar spent on United flights compared with non-cardholders, the carrier said. This will come into effect with tickets purchased on or after April 2.

The cardholders will also receive at least a 10% discount when booking tickets using points or miles.

"MileagePlus is ‌designed to reward loyalty to United, and our best customers deserve the best benefits in the ⁠industry," said Andrew Nocella, United's chief commercial officer.

The overhaul tightens rules for non-cardholders.

United said MileagePlus members without a co-branded card will earn fewer miles on flights, while general members will not earn miles on basic economy tickets unless they hold a card.