United Airlines is preparing a significant revamp of its MileagePlus loyalty program, with executives teasing major changes over the next ten weeks. The airline aims to double profits from the program by 2030, driven by both credit card partnerships and innovative rewards systems. This move comes as United seeks to maximize revenue from frequent flyers, mirroring successful models like Delta’s lucrative American Express partnership.
Leadership Shift Signals New Direction
The changes are already underway with the appointment of Jarad Fisher as the new head of MileagePlus. Fisher’s experience includes successfully strengthening the Delta-American Express tie-up, the most profitable airline-bank collaboration in the U.S., and launching Apple’s rewards-based credit card in 2019. Analysts suggest United may draw inspiration from Apple’s “Daily Cash” model, offering more transparent, real-time rewards and frictionless redemption options.
Credit Card Partnership Key to Growth
Industry experts believe the primary driver of increased profits will be a renegotiated cobranded credit card deal with JP Morgan Chase. Airlines generate billions from these partnerships—Delta secured $8 billion from American Express in 2025—and United’s current contract with Chase is not set to expire until 2029. However, the airline intends to accelerate revenue growth in the meantime, suggesting new initiatives beyond the existing agreement.
Revenue Growth Already Underway
United reported a 9% increase in loyalty program revenue in 2025 compared to 2024, with over one million new cobranded credit cards added to flyers’ wallets for the third consecutive year. In the short term, at least, United will hold off on increasing qualification requirements for elite status in 2026, preserving the path to Premier benefits for existing members.
The broader trend is clear: airlines are increasingly reliant on loyalty programs and financial partnerships for revenue. The move by United reflects this shift, with a focus on maximizing profitability from frequent flyers through innovative rewards, strategic credit card deals, and a streamlined program experience.
The upcoming announcement within the next ten weeks will likely reveal the specific details of these changes, potentially reshaping how United MileagePlus members earn and redeem rewards in the future.
