United Airlines, intent on proving that anything — anything — is for sale, is starting to sell a package of elite-esque services for $25 a pop.
“Premier Line” is the latest in the “Travel Options by United” series of a la carte services available for purchase. Premier Line, starting at $25 per passenger each way, will let passengers:
- check in at the (generally shorter) business class line;
- use the (generally shorter) elite/first class security line;
- board in Seating Area 1, earlier than non-elite coach passengers.
Notably not included: Economy Plus seating.
Once again, United proves that it is willing to sell its lower-level elites down the river. Fly 25,000 miles, and you’ll still have to compete with those willing to pay a handful of bucks. Awesome.
There’s nothing that was once only available through loyalty which can’t be bought for one-shot cash payments. Nothing. They’ll sell you Economy Plus. They’ll sell you early boarding. They’ll sell you bonus miles. It’s all for sale.
On the flip side, United is offering infrequent travelers the opportunity to pay a little extra to get a little more service. Is it worth $25?
So, is this a slap in the face of lower-tier elite members, or a brilliant business decision? Hit the comments. Weigh in.