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.

United Airlines and Restaurant.com partnered to offer Restaurant.com Gift Certificates as a redemption option. Restaurant.com Gift Certificates have a high value to the Mileage Plus members, but are provided at a cost below face value to United Airlines. Key to the promotion was an appropriate redemption pricing strategy that reflected the retail Restaurant.com Gift Certificate price point.

Additionally, dining out is a perfect complement to travel. Statistically, Restaurant.com members are more likely to travel than most of the U.S. population. And, because of their exposure to different cities and cultures, this group is also likely to seek out new, adventurous dining experiences.

Restaurant.com Gift Certificates were extremely well received by Mileage Plus members. They are now the #1 non-travel redemption option for United Airlines Mileage Plus members. Restaurant.com helped United Airlines to meet the needs of a crucial customer segment, driving increased member satisfaction and program usage.