A significant shift is underway at United Airlines, signaling a period of substantial change for its MileagePlus loyalty program. The airline has brought in Zach Fischer, a seasoned executive with a background deeply rooted in successful loyalty partnerships, to lead the program into a new era.
Fischer’s arrival is particularly noteworthy given his previous roles with both Apple Card and the highly successful Delta-American Express partnership. Industry observers believe United is aiming to forge a more powerful and profitable relationship with its current banking partner, Chase.
The move suggests United recognizes the strategic advantage Delta enjoys through its close ties with American Express. Currently, United’s connection with Chase isn’t perceived as being quite as integrated or mutually beneficial.
United’s Chief Commercial Officer, Andrew Nocella, described Fischer as someone who “rolls up his sleeves” and embraces innovation. This suggests a hands-on approach to revitalizing MileagePlus and exploring new avenues for growth.
Adding another layer to this strategic realignment, United has also enlisted Vasu Raja, a former American Airlines executive, as a consultant. Raja is known as a progressive thinker within the airline industry.
However, Raja’s departure from American Airlines followed a corporate sales strategy that ultimately didn’t meet expectations. His role at United will focus on Kinective Media, the airline’s relatively new media platform.
Raja’s assignment is expected to be short-term, with a focus on accelerating Kinective Media’s development and solidifying its position as a unique airline media business. He expressed enthusiasm for building upon the platform’s existing foundation.
These changes aren’t occurring in isolation. As part of the broader leadership restructuring, Richard Nunn, the current CEO of MileagePlus, and Luc Bondar, the chief operating officer, will be leaving the airline in the coming weeks.
The airline’s actions clearly indicate a commitment to reshaping its loyalty program and exploring new revenue streams through its media platform. This represents a bold move towards a future defined by innovation and strategic partnerships.
The full extent of United’s vision for MileagePlus remains to be seen, but the appointment of Fischer and Raja signals a clear intention to aggressively pursue growth and enhance the program’s value proposition.
