6 flyer-friendly improvements United should consider implementing next
United is on a roll.
On Sunday, Aug. 30, the Chicago-based carrier announced it's permanently removing most change fees. UA started a trend; within 48 hours, Alaska, American and Delta all made similar announcements.
But United's narrative was different than the others. As part of the news, the airline included a video of CEO Scott Kirby explaining the move. In it, he promises "some exciting new announcements in the weeks to come."
Though time will tell what exactly Kirby's referring to, I’m hopeful that the following six changes are implemented soon.
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Improve the basic economy experience
Of the legacy carriers, United's basic economy offering is the most restrictive. That's because the carrier doesn't let flyers bring a full-sized carry-on bag on most routes. In addition, you can't complete online check-in, even if you're just bringing a personal item.
UA just began allowing basic economy flyers to purchase Economy Plus seats — a move in the right direction.
Though I'd love to see basic economy eliminated outright, that's likely not happening. Instead, it'd be great if United loosened some of the aforementioned restrictions. Plus, with American Airlines revamping its basic economy experience beginning Oct. 1, there's even more pressure to follow suit.
Related: All the changes American Airlines is making to basic economy
Issue credit when switching to a cheaper flight
Though UA deserves praise for being the first of the Big 3 to eliminate change fees, there's one notable downside. If you move to a cheaper flight, you won't receive future travel credit for the fare difference.
For example, say you booked a flight from Newark to Hawaii for $2,000. If you decide to stay closer to home and fly to Florida on a $200 fare, you'll lose the $1,800 difference.
When American Airlines announced its version of the no-change-fee policy, it specifically highlighted that flyers will receive the fare difference when switching to cheaper flights. It's now United's turn to match AA's move.
Related: How airline no-change-fee policies stack up against Southwest
Elite status thresholds significantly lowered for 2021
In April, United announced elite-status extensions for its Premier members. All existing elites, including Global Services, now hold status through Jan. 31, 2022.
But the Premier qualifying clock resets in just under four months, and most elites likely won't be able to hit the pre-pandemic thresholds in 2021.
Fortunately, the airline already promised to make adjustments. In April it wrote that "we recognize that getting back to travel will occur at a different pace for different members. Keep an eye out for changes we will make to help you earn status in 2021 for 2022."
Hopefully, United is hard at work at creating attainable thresholds.
Give higher-tier elites longer window for same-day changes
As a Premier 1K, one of my favorite day-of-travel benefits is the ability to make confirmed same-day changes. In markets with multiple daily frequencies, this perk has helped me get home earlier or spend some extra time by the beach.
Beginning on Jan. 1, 2021, United will grant access to complimentary same-day changes to all elites, including previously-excluded Silver members.
Going forward, there will be more competition for the few remaining seats on the day of departure. Therefore, UA should consider implementing a staggered window for confirming same-day changes. Premier Platinums and 1Ks should be able to make confirmed changes 48 hours in advance — when there is greater availability and more Economy Plus seats left, too.
Restore award charts
Perhaps the most unwelcome recent change in the loyalty world is the removal of award charts. Without charts, airlines are free to price award tickets as they see fit. Customers don't know exactly how much awards will cost, so saving for a specific flight is impractical.
With demand for travel expected to take years to recover, airlines will likely look to their loyalty programs to drive revenue. And United's program is particularly lucrative; it was just mortgaged for $5 billion.
If United wants to buy goodwill with frequent flyers — and get them excited about redeeming again — the carrier should consider restoring award charts.
Make Premium Plus a more compelling offer
As business-class seats get nicer, airlines have found a market for a product in between coach and biz — premium economy.
Though the hard product fits somewhere between coach and biz, the pricing structure doesn't. In many instances, United charges nearly the same, if not more, for its version of premium economy, dubbed Premium Plus.
Consider a flight in May 2021 from Newark to San Francisco. United was charging nearly $300 more than coach for Premium Plus, yet just $50 less than lie-flat biz.
How about long-haul international travel from Newark to Tel Aviv? In this case, the cost of Premium Plus is even more than saver biz.
These two examples are just part of a larger trend. Premium Plus should be a modest upsell from coach; not a substitute to business class.
Related: When is premium economy worth it?
Bonus: Restore Saks duvet and On The Rocks Old Fashioned
In the middle of July, United restarted serving liquor in premium cabins and made other improvements to the onboard beverage service as well.
At the same time, UA announced that it's trimming the Saks Fifth Avenue bedding on certain flights. Specifically, the plush Saks duvet has been removed from domestic business class and first class on lie-flat flights between the mainland U.S. and Alaska and Hawaii. The duvet has been replaced with a noticeably less comfortable day blanket.
In addition, UA has temporarily suspended serving my favorite drink — the On The Rocks Old Fashioned — in Polaris on the premium transcon routes.
When travel picks up again, I hope these special amenities are reintroduced.
Bottom line
In addition to permanently eliminating change fees, United has promised more exciting news to come.
Though it's anyone's guess what the airline has up its sleeve, hopefully, it'll be one (or more) of the seven suggestions mentioned above. From restoring award charts to improving the basic economy experience, United has lots of opportunities to get customers excited to fly again.
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
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Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.