As free tickets become harder and harder to get with frequent flier miles, and the award levels get higher and higher, increasingly the main reason to focus business on one airline is the elite status itself. Priority check-in, boarding and seat assignments are worth a lot, in addition to the waivers of checked baggage fees.
But with United’s new “Premier Line” program, those perks are being greatly diluted.
United already offers any flier the option to purchase an “Economy Plus” seat. With 4-5 inches of extra legroom, it can make a big difference when it comes to comfort. But since that option can only be purchased online at this point, and is only suggested to travelers at check-in, it hasn’t made too big of a dent in seat availability. When the program rolls out to travel agent computers, probably in 2009, that may change.
But “Premier Line,” United’s latest revenue-generator, sells most of the other perks: access to the Premier check-in line, the Priority Security Line, and priority boarding in seating area 1. (First class, 1ks and Global Service members still will board earlier.)
The cost for Premier Line will start at $25 per one way trip, and can vary by airport and whether a peak or off-peak travel time. There are no refunds unless United cancels the flight in question, even if the Priority Line is longer. Also, unlike having “real” Premier status, the purchased perk does not allow companions, even family members, unless they also pay the difference.
Again, like the Economy Plus seats, this option can’t be paid through either a human or “brick and mortar” travel agent. But it seems likely it will eventually be added to the enhancements, so an agent will be able to charge for it in addition to baggage fees, seats, and whatever else United dreams up.
And in this case, since most business people consider their time to be money, it’s not hard to imagine half the plane paying to be Premier for a day. Which not only would dilute the benefit, it might mean the best strategy for getting to the plane might be hanging out with the peons.
