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United Airlines had a growing number of Mileage Plus (their award-winning frequent flier program) members at low-to-moderate levels of accrued miles. These members had significant mileage accrued, yet had not reached a threshold to earn free flights or other travel-related awards.
United needed a compelling redemption option for this important customer group, which would allow members to realize the value of Mileage Plus membership at the lower end of the program, while growing them into higher tiers.
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