United Airlines is rapidly reshaping its customer proposition around premium experiences, loyalty, co-branded cards and ancillary revenue, according to a new 18-page IdeaWorksCompany report, “United is Winning the Race for Brand-Loyal Consumers.” Written by airline revenue and loyalty expert Jay Sorensen, the report examines United’s expanding portfolio of products and strategies introduced during 2025 and 2026.
United’s lounge network, with 50+ locations, is another critical component of its brand-loyal strategy. The report estimates its network serves about 70,000 daily guests. That’s more than 25 million guests per year, which is equal to the annual passenger traffic of JetBlue. The report also examines United’s “Base” fares for the Premium Plus and Polaris cabins, which removes certain benefits, such as Polaris lounge access and advance seat assignments, for a lower fare.