United Airlines has launched a status-match campaign aimed at attracting elite frequent flyers from rivals Delta Air Lines and American Airlines, offering them equivalent benefits for an initial 90-day period.
Travellers with any elite tier on either airline can apply for matching status with United. To retain it until 31 January 2028, they must take a United flight and meet a required spending threshold on United mainline or regional services during those 90 days.
A traveller moving from Delta’s lowest Medallion tier, Silver, or American’s equivalent Gold status would need to spend $1,500 with United. Matching United’s 1K tier, its highest publicly available level below invitation-only Global Services, requires $7,000 in spending.
United targets high-spending airline customers
The campaign highlights the increasingly intense competition among the major US airlines for their most valuable customers. Carriers have been investing in new lounges, premium seating, international routes and faster in-flight Wi-Fi to attract and retain frequent flyers.
Henry Harteveldt, founder of travel consultancy Atmosphere Research Group, said United’s direct targeting of Delta and American was unusually overt.
“This is war, airline style,” he said. “It’s very rare for an airline to be as blatant as United is being” with Delta and American.
United is also promoting its expanding Starlink Wi-Fi service, supplied by SpaceX, as an incentive for travellers considering a move. The satellite service is free for members of United’s frequent flyer programme, although it has not yet been installed across the entire fleet.
Customers using United’s existing internet providers still pay at least $8 per flight, according to the airline’s current arrangements.
American has also signed up to use Starlink on hundreds of its narrow-body aircraft from next year and has introduced its own status-match campaign linked to the forthcoming service. An American spokeswoman said registrations for the promotion tripled their usual rate on Thursday.
Delta, meanwhile, plans to replace its free in-flight Wi-Fi provider with Amazon’s Leo satellite network. The airline said the partnership would provide “high-bandwidth connectivity” and create opportunities to bring entertainment and digital services to aircraft.
American offers free Wi-Fi on hundreds of its aircraft, but continues to charge for internet access on many wide-body planes. The airline said it “consistently offer[s] status pass promotions”, including a current scheme for status holders from Southwest Airlines, JetBlue Airways, Delta and United.
Those customers can be matched to an American AAdvantage tier for four months, or longer if they meet specified spending targets.
