United Airlines is ramping up its premium offerings and loyalty investments after strong third-quarter results, with record corporate ticketing, rising MileagePlus revenue, and plans to expand premium capacity to capture high-value business and leisure travellers.
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United AirlinesUnited Airlines is intensifying its focus on premium cabins and brand-loyal customers following a strong third quarter in which both premium and loyalty revenues outperformed expectations. CEO Scott Kirby said United’s “brand-loyal demand” strategy has proven resilient through market volatility, driving continued earnings growth for 2025. Read full article on United Airlines Q3 results here.
Premium revenue rose 6 percent year over year, outpacing the main cabin by five points, while MileagePlus loyalty income climbed more than 9 percent, buoyed by higher cardholder retention and spending. Executives said that the airline’s emphasis on customer loyalty extends beyond premium flyers to include repeat economy passengers who consistently choose United.
On the corporate side, United recorded its highest-ever business-revenue week in early October, with three of its top five weeks in history occurring in September 2025. For 2026, the airline plans to boost premium seat capacity two to three percentage points faster than overall network growth, reflecting confidence in sustained high-yield demand.
The carrier is also adjusting its 2026 summer schedule—ending the peak season a week early, reducing redeye operations by 15 percent, and trimming July 4 capacity—to prioritise margins over volume.
United continues to invest over US $1 billion annually in product and service upgrades under its United Next initiative, adding Starlink Wi-Fi, refreshed interiors, and enhanced seating across all cabins.
Global Loyalty Organisation Take:
United’s premium-first strategy reflects a broader industry shift from transactional loyalty to experiential loyalty. By aligning high-yield products with a data-driven understanding of brand-loyal travellers, United is reinforcing its competitive edge across both corporate and premium leisure markets. This approach underscores that in today’s airline loyalty economy, customer preference and product quality—not just points—are the new currency of retention.
Source: United Airlines
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