While sipping my morning Diet Coke, I came across an interesting article about United’s new tactic to make money by selling elite perks. At first, I thought United was the first to jump to the plate, but Seth Miller commented below, letting us know that American Airlines and JetBlue already have a similar “elite buy up” service in place. I wouldn’t be surprised if even more airlines join the bandwagon as well if this ends up being successful and profitable in the long run.
Aside from announcing the expansion of their new baggage-delivery service, now non-elites can pay as little as $9 per segment to hop through the Premier Access security lines and receive other expedited elite perks such as faster check-in and priority boarding.
The following excerpt was taken directly from the above press release:
Separately, United has begun offering Premier Access benefits for customers interested in speeding their way through the airports. Customers may now purchase, where available, access to expedited check-in and security checkpoint lanes along with priority boarding, for prices beginning at $9 per segment.
United limits the number of customers who may purchase Premier Access benefits to ensure the benefits are available to the airline’s premier-level frequent flyers and eligible United MileagePlus credit cardmembers including MileagePlus Explorer and Club Visa cardmembers.
Though United did state that they’ll set limits to the amount of people who can “buy up”, I can still see elites who have earned their status organically by flying opposing this all together.
United elites: How does this make you feel? I’d love to hear your opinions about this.
As a United elite, why on earth should I disregard this? Your commentary is nonsense. Instead, I regard this with extreme disfavor. The “priority” lines are long enough as it is.
Sorry I meant to say United elites will oppose this new service. Diet Coke didn’t perk me up yet! LOL
United isn’t the first to offer this at all. American has had it for a long time now. JetBlue sells it, too, under the brand name Even More Speed.
@Seth: Ahh ok. Well that’s good to know. I haven’t heard much about either of their expedited buy up services, so I can’t imagine it being super disruptive to their elites. Hopefully this will be true for UA. :)
The trend is evident, we are all sitting ducks.
Delta has it as well I believe, and just a heads up it doesn’t include priority baggage. As an elite I was ticked off last night when they first tweeted this, but honestly I have pre-check (most of the time) and boarding is a mess with all the CC holders… Luckily I still board with group 1
It is already a pretty sad state of affairs when it comes to elite status… About a year ago in Montego Bay, my spouse and I (both Star Alliance Gold) stood in a 45 minute “business class” line up and when we were finally seated in business class (on Air Canada) there were only 2 other people in business… More recently, I flew First Class from Sydney to Chicago on United (via SFO) and when I got to my connecting flight in SFO I was probably the 40th person in the “premier access” line… I swear the economy line was shorter! What needs to be done is priority should be given to people who actually have first class tickets [particularly international ones]. For domestic “first” which is really business class, passengers with paid tickets should be allowed to board and then frequent flyers… or at a minimum only allow the ultra top tier FF to board before someone who has paid many thousands of dollars for a ticket…
Aside from the snub to elites…
There are many airports where airlines share the expedited security lanes. Offering this buy-up benefits one airline, but hurts all of the others. I hate to advocate for more regulation or fees, but somehow the “fairness” aspect seems to be wrong.
As I understand it, TSA is supposed to process any customer who comes to a podium and that the lanes and differentiation is up to the discretion of the airline / airport (if you go in an elite line as a non-elite, TSA is supposed to process you anyway). TSA also is not compensated “extra” to have an elite line, or adjust staffing to balance the elite/regluar mix. This sets up an interesting challenge as far as average wait times and TSA experience, as airlines/airports/TSA are not aligned in control or incentive.
If I’m traveling with my family (when I’d most like to expedite these processes) then I have to pay this fee per person. $36 may not sound like a lot for 4 people, but adding all the fees for this and that convenience can get expensive fast. If I’m by myself, I can wait. Might as well slow down and enjoy the ride…
@Up&Away – you got me thinking about another thing. Part of what I like about elite lines, is more than just length, its throughput!
Experienced travelers tend to be in them, who take less stuff, who have done the process hundreds of times. They tend to move quicker, dont have to wrangle kids, don’t “forget” liquids, shoes, laptops, jewelry, or other things that slow down the line for everyone.
Not only will the lines be longer, but they may move slower.
This is ridiculous with all the dilution of elite perks with credit card offers etc this new addition creates more frustrations for travelers. Recently I was in priority security line in SFO international terminal it seemed longer than regular line. There has to be line drawn somewhere. As united 1K it’s tough enough to enjoy all my benefits like system
Wide upgraded with so many elites and Global service atleast let me board earlier and clear security faster
Some airports have an “expert traveler” lane open to, apparently, anybody who feels they are an expert at traveling. The one at CMH says as much. The security lines also highlight it as a premier lane listing generic status levels like “silver” and “gold.” It’s ambiguous, at best, as to whether you even need to have status to go in that lane.
American isn’t exactly the same.
They do sell priority boarding, but it’s Group 1 (after elites). Expedited security isn’t sold separately, it’s available for full fare and premium fare passengers.
How does this make me feel – as a United 1K member, a little more ticked off at United. I agree with IPG usually those in the elite line are experienced travelers who know what they are doing, travel with less gear, don’t spend all their time taking off their shoes, forgetting what they have in the carry on bag, etc. Aditya is correct that United has diluted the boarding process for elites allowing anyone with their branded credit card to board in group two rather than wait until after all the status passengers have boarded. Why be loyal when all you need is a credit card. As a 1K I only have to defer to Global Services,uniformed military and first class when boarding.(I rarely get upgraded because I’m always on A319s and A320s)
But since I travel internationally and United has instituted TSA precheck in terminal 3, I have one last refuge from the long lines at premier check in. It was worth the hassle and unlike the resurrected “Clear” program at SFO, TSA precheck does work well.
Agree with almost everything said by CMW. I’m also 1k with TSA Precheck but even those lines are getting long at ORD. Everyone thinks they need to scan their boarding passes in hopes of getting the magical 3 beeps. The long lines are now just getting to the Precheck scanner!
PreCheck will be even less exclusive than many priority/elite access lanes since you can qualify for it with nothing more than a Nexus card which is what, $50?
Benefits dilution for elites may prove to be a strategic mistake for airlines like United and others. Especially when the Middle East airlines are knocking on the doors and this 1k here, like many, am actively trying out all different airline alliances these days to find better hardware and service for my money. I’m sure Jeff S is looking at the numbers and any short term trends may not yield irrevocable proof that it’s all going downhill in their customer loyalty model, or maybe he just doesn’t care. Sad state when tatical decisions trumps sound strategic sense in large corporations. They are suppose to know better. Large data derivatives and decision making based on said info should only have the operational freedom within a preset limit based on mid term and long term strategic course. United maybe winning small battles in their myopic view but they are clearing losing the war.
It sucks…i am a 1k but not a US citizen just a permanent resident so I get global entry but not TSA pre and the priority line is now much longer than economy
I am done with UNITED
I’m a little late with my post, but had to chime in based on several experiences over the past month with United at Newark. First, the TSA pre-screen lanes were longer in Term C than the premier lanes and were moving MUCH slower. 1 TSA agent for Pre-screen line who was alternating between pre-screen and premier, whereas the premier line had two TSA agents checking passports. So frustrating.
Next, I finally get to the gate and they are only on Group 2 board (which is my group). I swear everyone flying anymore is in Group 2. I was the last to board in group 2 and by the time i got on the plane, I was informed that there was no more overhead space for my carry on. So much for the benefit of getting on the plane first to find overhead space. Forget about any chance for an upgrade. I used to get upgrades all the time, now I’m #20 on the list.
Is it time to look for another loyalty program? I’ll be happy to spend less $$$ on my flights, that’s for sure. United seems to always be the most expensive – simply not worth it anymore.