that the airline says "reinvents travel loyalty programs."
I don't know if I'd choose quite those same superlatives, but this new card
does
look like a winner. In addition to the usual "Standard" and "Saver" awards, card holders will now be able to earn points (which United is calling "Choices") good toward five different awards. They are:
The option to select any open seat on any available United, United Express, or Ted flight booked on online, with no capacity restrictions or blackout dates.
Hotel stays and car rentals booked online at united.com (no blackout dates).
Upgrades to United's "Economy Plus Access," which offers access up to five inches of additional legroom with Economy Plus seating.
Elite-qualifying miles or segments that count toward elite status.
Randy Petersen, editor and publisher of
Inside Flyer
magazine, says of the move: "United's new Choices are the most significant innovation in frequent flyer benefits I've seen since 1988. This impressive array of redemption options brings a new level of transparency and value to today's frequent flyer."
From where I'm sitting, that remains to be seen. I prefer to reserve my praise until I see the program actually doing what it promises. Nevertheless, I have to admit this is a good step, particularly on the heels of JetBlue's
