United, American up the ante in battle for Chicago supremacy
Chicago's O'Hare International Airport (ORD) is a hub for two of the largest U.S. carriers: American Airlines and United Airlines.
And while airlines frequently compete at key airports nationwide, hometown carrier United wants travelers to know that it's the best choice for people based in Chicago.
The airline recently rolled out an all-new localized marketing campaign that takes aim at American (and the rest of United's competitors in the city).
Landing gear in the kitchen? Touring United’s renovated Chicago headquarters in the Willis Tower
It starts when travelers drive up to the airport and see United's prominent sign draping a pedestrian bridge telling travelers that it's the No. 1 airline in the city.
The carrier has also embarked on a digital campaign to inform travelers that it has more flights, international destinations and lounges than American or Southwest in Chicago. United even published an Instagram post that cites an American Airlines press release about American's double-digit growth in Chicago this year. (United says it has more.)
United's latest ad campaign is designed to woo flyers to choose it over American (or any other airline flying from Chicago). To that end, the airline is promoting its Premier status challenge program that awards competitor flyers temporary status with a shortcut to unlocking the full suite of elite benefits for a longer duration.
Depending on your status with American, United will match all the way up to Premier 1K.
Interestingly enough, American said just last week that it would add another new domestic flight in Chicago (to Idaho Falls, Idaho). The airline will also offer extended seasons to Kalispell, Montana, and Wilmington, North Carolina, giving leisure seekers access to more mountains and beaches from the city.
With this new service to Idaho Falls, American's Chicago flyers will have access to 10 new destinations in 2025. This joins a broader capacity increase by deploying larger aircraft with premium-cabin options on every flight from ORD. That growth brings American’s ORD operation to 480 daily flights from this summer, with 25% more seats and 22% more departures than last year.
Meanwhile, United says it will fly more seats from Chicago than it has in the past 20 years. That translates to up to 585 flights per day to more than 200 total destinations — including 48 international and 17 long-haul flights.
But United's stats are poised to grow even more over the next few months.
The city of Chicago also preliminarily awarded United six additional gates at ORD earlier this year after it applied for the (hotly contested) real estate as part of an annual review of the airline's capacity and flying patterns. This lease will be firmed on June 1, but an airline spokesperson told TPG that it'll use the gates for additional growth, including two new long-haul destinations in the near future.
Andrew Nocella, United's chief commercial officer, elaborated on Wednesday's first-quarter earnings call:
"Our current facilities [in Chicago] are very full, and we know people want to fly in peak periods so these six gates will allow us to continue to execute on the United Next plan... We’ve been very consistent in our strategy here in Chicago, and as a result of that, we’ve got the six gates, and we’re going to continue to grow. We think the economics of the hub look really darn good right now."
American Airlines, however, isn't happy about ceding ground in Chicago to United. For its part, the airline told TPG in a statement:
"American is committed to keeping O’Hare competitive, as our presence yields more extensive flight schedules for our Chicagoland customers and travelers from across the world, making the city a more desirable destination for business development. That’s why we’re rejecting the Chicago Department of Aviation’s (CDA) improper trigger of the reallocation of gates at O’Hare — it’s not only a violation of the agreement signed in 2018, but it stifles the competitive essence of the dual-hub by inhibiting our continued growth.”
The airline said that this "improper trigger" relates to ORD's ongoing expansion project in the L gates that wasn't officially completed until late last month. American claims that under the terms of the master lease agreement, the airport authorities can't reallocate gates until this construction is finished.
Aside from rejecting the reallocation of gates, American is also taking a stab back at United — but without calling the carrier out by name. In a recent Instagram post of its own, the airline is touting why travelers should choose it from Chicago.
This isn't the first time United has run a localized marketing campaign to try to beat a competitor. The airline did a similar thing a few years back in Denver when it trolled Southwest's free-for-all (and soon-to-be-retired) boarding process in another targeted ad campaign.
Airlines don't often attack one another by name in advertising, but when they do, I always enjoy seeing what happens next.
Related reading:
- United Airlines MileagePlus: Guide to earning and redeeming miles, elite status and more
- Best United Airlines credit cards
- United Premier status: How to earn it — and is it worth it?
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- United basic economy: What you need to know about bags, seats, boarding and more
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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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- $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.
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- Annual Fee is $325.
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| 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
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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.