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United's missing a big opportunity to drum up more business in 2020

April 24, 2020
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3 min read
United_Boeing_787_8_Polaris_Premium_Plus_Retrofit_Zach_Griff_ZGriff - 26
United's missing a big opportunity to drum up more business in 2020
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When United extended elite status for another year, I called it great news for the carrier's Premier members. UA's announcement was quite generous across the board, both by extending current status and making it easier to earn new or requalifying status in 2020.

As part of the news, United also extended the validity of PlusPoints — the carrier's new currency for upgrades — to Jul. 31, 2021 for PlusPoints issued based on flying in 2019, and Oct. 31, 2020 for PlusPoints previously extended to Apr. 30, 2020.

Well, this week the carrier updated the Premier status tracker based on the reduced thresholds, extended existing PlusPoints and issued new ones to those who've already qualified for status.

Related: United rolls out new elite status based on lower 2020 requirements

Personally, I've already requalified for top-tier Premier 1K status this year by earning 12,630 Premier Qualifying Points (PQPs) in just three months of flying. As such, my fresh set of PlusPoints posted today, but I didn't get as many as I had expected. Here's why.

https://www.instagram.com/p/B_SSZZihx2p/

Premier 1Ks who earn more PQPs after qualifying for top-tier status have traditionally received additional upgrades at regular intervals. As United explained when introducing the PlusPoints program late last year:



After meeting the 18,000 PQP and 54 PQF required to reach 1K status, 1K members will receive an additional 20 PlusPoints for every 3,000 PQP they earn. Members meeting the higher 24,000 PQP goal for 1K will receive 40 additional PlusPoints after reaching 1K for having earned 6,000 PQP beyond the lower 18,000 PQP requirement.

So, when United halved the Premier qualification requirements, I expected it to do the same with earning incremental PlusPoints. Well, as confirmed by a United spokesperson, that's not the case.

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Specifically, after qualifying for 1K in 2020, you need to hit 21,000 PQP before earning 20 additional PlusPoints. For every additional 3,000 PQP earned above 21,000 PQP, you'll receive another 20 PlusPoints.

Considering that 1K requires either 9,000 or 12,000 PQP depending on the track you choose, that's a massive lift for most top-tier elites, and certainly doesn't incentivize flying with the airline after crossing the 1K threshold.

To be clear, I'm quite perplexed by this move. The airline is bleeding cash and will need to do whatever it can to convince passengers to take to the skies in the latter half of the year. Plus, with last year's extended, there’s a good chance fliers won’t be able to use all their new PlusPoints anyway.

American Airlines offers a similar program to its top-tier Executive Platinum elites who over-qualify for status. Fortunately, AA made sure to reduce the thresholds to earn those rewards as part of its elite status extension announcement.

As a 1K who's already requalified for status this year, there's little reason for me to continue flying with the airline on paid tickets (once it's safe to do so). Sure, I'd probably score a few complimentary upgrades and earn some extra redeemable miles, but with the unprecedented amounts of award space we've seen, the rest of my United flying in 2020 will now be on award tickets.

All photos by the author.

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  • Packed with credits foodies will enjoy
  • Solid welcome bonus

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  • 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.
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