United gives elite fliers miles for sharing rival info By Barbara De Lollis, USA TODAY Reeling from a slump in high-fare business travel, United Airlines is quietly trying to learn if its most frequent fliers are switching to competitors. United recently mailed offers to some elite-level Mileage Plus members inviting them to fax their mileage statements from up to three other airlines. Their reward: 3,000 bonus miles for each statement to help them requalify for another year in the perk-loaded top levels of Mileage Plus. The offer is getting notice from some United fliers because usually only paid flying miles count toward Mileage Plus Premier, Premier Executive or Premier Executive 1K membership. Fliers need at least 25,000 miles in a year to reach Premier and 100,000 to attain 1K status. Frequent fliers covet elite status for the generous bonus miles for travel awards, complimentary upgrades and priority services. Many frequent fliers are elites in two or more programs. 1K member Russ Sharer didn't hesitate to fax his statements. "3,000 miles are not a big deal; 9,000 are. I'm willing to jump through some hoops to stay a 1K," says Sharer, a Santa Barbara, Calif., marketing executive. Sharer plans to maintain his 1K status for a sixth year, even though American is also courting his business. American, he says, is quietly offering United 1K fliers access to the elite level of its frequent-flier program to get more of their business. Other United fliers say they might not share their statements, citing concerns about privacy or the possibility of being "flagged" a disloyal customer. United's "Great Offer" also promises elite fliers additional bonus miles if they make more United flights, at higher classes of fares, from mid-May through mid-August than they did in the first quarter. The promotion could raise badly needed revenue as United reorganizes under bankruptcy court protection amid weak demand and intense competition from low-fare airlines. "It's no secret that we want our loyal customers to stick with us," says United spokesman Jason Schechter. "Programs that award our frequent fliers help drive traffic." By analyzing fliers' travel patterns on other carriers, United could try to lure back customers who show the greatest revenue potential, says Thom Nulty, a former airline executive. "They're thinking, 'Maybe we can get $30,000 a year more from this guy.' " The data also could help United identify why it might be losing good customers to competitors, says Blair Pomeroy, global director of airline strategy for Accenture, a consulting firm. "That might lead to some marketing changes or flag further analysis into whether it's a service issue, schedule issue or maybe a terminal or lounge issue," Pomeroy says. *************************************************** The owner of Roger's Trinbago Site/TnTisland.com Roj (Roger James) escape email mailto:ejames@xxxxxxxxx Trinbago site: www.tntisland.com Carib Brass Ctn site www.tntisland.com/caribbeanbrassconnection/ Steel Expressions www.mts.net/~ejames/se/ Mas Site: www.tntisland.com/tntrecords/mas2003/ Site of the Week: http://www.natalielaughlin.com/ TnT Webdirectory: http://search.co.tt *********************************************************