The allure of nonstop flights to Greenland, coupled with complimentary Starlink Wi-Fi and modern seatback screens, all points to a single, powerful force: loyalty. United Airlines isn't simply upgrading its offerings; it's strategically investing billions to cultivate a deeper connection with its customers in an intensely competitive market.
These aren’t just convenient features; they’re carefully crafted advantages designed to set United apart. Executives understand that access to inflight internet, or the ability to redeem miles for a journey to a remote destination like Nuuk, Greenland, becomes even more appealing when paired with the benefits of a cobranded credit card.
This deliberate strategy – investing profits back into the customer experience – has demonstrably worked. United consistently ranks among the most profitable airlines in the U.S., trailing only Delta. In 2025, it secured the second position in a leading airline report, fueled by its extensive global network and robust loyalty program.
But the airline isn’t resting on its laurels. Executives have hinted at a significant evolution of the MileagePlus program, promising “really big ideas” that could reshape the future of airline loyalty. This announcement has sparked considerable anticipation among frequent flyers eager to understand what’s next for their miles and elite status.
By 2030, United anticipates doubling the profits generated by its loyalty program, believing it has only begun to unlock its full potential. This ambition is rooted in the program’s already substantial value – estimated at $20 billion when used as collateral during the pandemic – and the surging popularity of airline loyalty programs overall.
Industry analysts suggest the key to this growth lies in expanding the reach of its credit card partnerships. United has observed Delta’s success with American Express, which is projected to generate $8 billion in revenue for Delta in 2025, and is likely seeking a more lucrative arrangement with JP Morgan Chase.
Beyond credit cards, United is focused on building a comprehensive “loyalty ecosystem.” This means extending the benefits of MileagePlus beyond flights to encompass everyday spending, vacation rentals, exclusive experiences, and partnerships with brands like Spotify and Lyft.
The goal is to redefine loyalty as more than just airline redemptions, offering consumers value and access across a wider range of lifestyle choices. This shift reflects a broader industry trend, where airlines are increasingly blurring the lines between traditional frequent flyer programs and broader consumer rewards platforms.
This isn’t a solitary pursuit. Airlines across the board are investing heavily in enhanced products and perks to attract and retain customers. American Airlines, for example, is rapidly implementing upgrades to compete with Delta and United.
However, United executives express confidence in a “structural, permanent and irreversible” advantage over all U.S. carriers except Delta. They are committed to highlighting the unique value of the MileagePlus program and solidifying their position as the preferred choice for travelers.
The airline’s leadership is determined to ensure consumers fully understand the benefits of choosing United, hinting at further innovations designed to maximize rewards and value. The future of airline loyalty is unfolding, and United is positioning itself to lead the way.
