Chicago, Illinois — Major U.S. airlines are increasingly relying on their loyalty programs, particularly co-branded credit cards, to drive profits. As these programs generate billions annually, airlines are eager to enhance these offerings to attract and retain customers.
United Airlines has recently overhauled its MileagePlus program, streamlining how members earn and redeem miles with a strong focus on promoting its co-branded credit cards. These changes aim to create a more compelling case for customers to apply for and use these cards, significantly benefiting cardholders while making it more challenging for those without one.
Starting April 2, 2026, MileagePlus will change its earning structure. Traditionally, miles accumulated through ticket purchases were based on elite status, independent of credit card ownership. With the new policy, primary cardholders will enjoy enhanced earning rates on standard tickets and additional rewards when they pay using their United credit card.
For instance, MileagePlus members using the United Club Card can earn up to 17 miles per dollar spent, compared to just 12 miles for those using a different card. Conversely, individuals without a co-branded credit card who purchase basic economy tickets will no longer earn miles unless they have elite status, effectively sidelining those not invested in the loyalty program.
In addition to mileage restrictions, United plans to introduce award discounts for credit card holders. Starting in April, users will save at least 10% on award flights, while Premier elite cardmembers will enjoy discounts of up to 15%. These perks will be clearly displayed in United’s app and website, providing further motivation for travelers to secure a United credit card.
Moreover, the airline will increase the availability of saver-level award seats in its premium Polaris business class for those holding co-branded cards. Currently, about one-third of flights have such awards reserved for cardholders and elite members, but this is set to expand, enhancing the appeal of premium travel options for loyal customers.
Industry analysts suggest that United’s strategy aligns with broader market trends where airlines are incentivizing credit card adoption. However, critics express concerns about the implications for travelers without access to these cards, especially those outside the United States, who may not qualify for such offers.
The changes to the MileagePlus program reflect a shift in airline loyalty strategies, further driving customers toward co-branded credit cards. While this may enhance rewards for some, it may also alienate a portion of the airline’s customer base, raising questions about accessibility and equity within the program.
In summary, United Airlines is redefining its MileagePlus program to favor those with co-branded credit cards, creating an environment where loyalty is increasingly dictated by one’s financial commitment to the airline. As the industry navigates these shifts, the impact on customer loyalty and travel choices will remain to be seen.