While airlines can’t always seem to communicate schedule changes and flight delays, increasingly their ability to mine data from passenger records and mileage numbers means they sure do communicate better when it’s to their advantage.
And now United’s yield management programs seem to have a new wrinkle – encouraging passengers to use miles for upgrades, rather than waiting for the “free” upgrades.
A few clients had previously mentioned receiving increasing emails encouraging the use of miles. Today I got a first-hand glimpse of the concept:
I had booked a flight for late next week, and decided not to cash in miles to upgrade, figuring while the “free” upgrade, confirmable 72 hours in advance, probably wouldn’t clear; the original exit row seat was good enough.
While checking flight information last week, I also noticed the plane was nearly full in coach. Then, nine days before the flight I got an email headed “Fly in style to Orlando, courtesy of your award miles.”
The email stated “We just wanted to remind you that you can use your award miles today for a Mileage Plus upgrade award and move on up to United First.”
It added that “As a elite member you are eligible for complimentary unlimited domestic upgrades” but you can “move to the front of the line” by requested the award.
(The email didn’t say that the front of the line would still be behind higher mileage status fliers, if it came to that at the airport.)
But still, this is the first such email I have received, and I checked the flight again. It was now completely sold out in coach with eight seats out of twelve left in first.
Now, it’s always hard to fathom exactly what an airline is up to, but in this case it seemed pretty clear. United might well both end up giving away free upgrades and lose out on potential revenue for coach fliers.
If I, or any other traveler, took advantage of the offer, this means 15,000 miles off United’s books, and presumably another seat to sell. Otherwise no one would be upgraded until about 120 hours in advance, and the airline would presumably might lose paid passengers to other airlines.
I have mixed feelings about the offer. It was certainly easy to ignore. But pushing people to these paid-with-miles upgrades decreases the chances for everyone else.
In addition, add these kinds of promotions to the “Premium Seating” offers United offers travelers upon check-in means that often even the most frequent fliers aren’t getting free upgrades these days.
Yes, I know, no one has a right to an upgrade. And, of course, many travelers are spoiled. On the other hand, “Unlimited Domestic Upgrades” is a big selling point for United in trying to lure elite travelers.
Clearly United thinks this new policy will help them retire their unused frequent flier mile debt. The airline recognizes that it’s better to have travelers use the miles for a first class seat they would have to fill anyway, as opposed to a free ticket.
So what do you think, Consumer Traveler readers? Would you rather United, or your preferred carrier, offer you as many chances as possible to pay (with miles or money) into the front cabin, or would you feel more loyal if they left more seats available on a free semi-standby basis?
Janice Hough is a California-based travel agent a travel blogger and a part-time comedy writer. A frequent flier herself, she’s been doing battle with airlines, hotels, and other travel companies for over three decades. Besides writing for Travelers United, Janice has a humor blog at Leftcoastsportsbabe.com (Warning, the political and sports humor therein does not represent the views of anyone but herself.)
