Core Insights - United Airlines has successfully increased its loyalty revenue by focusing on loyalty rather than traditional rewards, achieving a year-over-year increase of 10% in the fourth quarter and 9% for the full year of 2025 [2][3] Loyalty Program Performance - The MileagePlus loyalty program has shown very low member churn, indicating that members tend to stay engaged with the program for a long time [4][5] - The program boasts over 130 million members, with features such as miles that never expire and no blackout dates for award seats [5] Strategic Differentiation - United Airlines aims to distinguish its MileagePlus program from competitors by emphasizing true loyalty over reward systems that often lead to member churn [3][5] - The company believes that its strong product offerings and network, along with desirable rewards like premium seating, contribute to member retention [4] Recent Developments - Recent enhancements to the MileagePlus program include integration with Lyft for earning and using rewards, the introduction of a new debit card product, and a partnership with JetBlue to merge aspects of their loyalty programs [6] Future Growth Plans - The company plans to leverage the unique aspects of its loyalty program to further enhance member engagement and growth in the coming years [7]