A significant shift is underway at United Airlines, signaling a period of substantial change for its MileagePlus loyalty program. The airline has brought in a new president for MileagePlus, signaling a clear intention to reshape the future of rewards and customer engagement.
The incoming president, a seasoned executive with a background at both Apple Card and Delta-American Express, brings a reputation for hands-on innovation. United’s Chief Commercial Officer described him as someone who “rolls up his sleeves,” suggesting a proactive and transformative approach to the loyalty program.
This move comes as United appears to be positioning itself for a more advantageous partnership with its existing banking partner, Chase. Industry observers have noted that Delta’s strong relationship with American Express provides a competitive edge, and United may be aiming to replicate that synergy.
Adding another layer to the restructuring, United has also enlisted the expertise of a former American Airlines executive as a consultant. This individual, known for forward-thinking strategies, will focus on the airline’s Kinective Media platform.
However, the consultant’s previous role at American Airlines wasn’t without challenges; a corporate sales strategy he spearheaded was later deemed a strategic misstep. His assignment at United is currently framed as a short-term engagement focused on accelerating Kinective Media’s growth.
The leadership changes extend beyond these key appointments. The current CEO of MileagePlus and the airline’s chief operating officer are both departing in the coming weeks, marking a comprehensive overhaul at the top.
The airline hasn’t yet revealed the full scope of its vision for MileagePlus, but the changes suggest a commitment to significant evolution and expansion. The coming months will be crucial in understanding how these shifts translate into tangible benefits for frequent flyers.
Kinective Media, the airline’s relatively new media platform, is a key area of focus. The goal is to build upon the foundation already established and propel it into a new phase of development and profitability.
