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06/01/2012 / loyaltymarketingnews

United MileagePlus launches Headliners Miles-for-Experiences Program

United Continental Holdings has launched MileagePlus Headliners, an all-new auction program that enables United and Continental frequent flyers to use their miles to bid for a host of experiences, including once-in-a-lifetime trips, airline adventures that money can’t buy, and tickets for theater and sporting events.

More than a dozen unique auction items are available today, including:

– an opportunity to train like a pilot in United’s flight simulator in Denver;
– a Mammoth Mountain ski trip, including travel and a private mountain guide;
– local events, including tickets to performances by the Chicago Symphony Orchestra or at New York’s Carnegie Hall and Lincoln Center.

Each month, MileagePlus will offer at least one unique bidding opportunity that includes VIP access. Later in January, members will be able to bid to attend the Team USA Experience at the London 2012 Olympic Games. Later this year, MileagePlus Headliners will offer an opportunity to fly on a United Boeing 787 “Dreamliner” delivery flight.

“In building the world’s leading airline, we are committed to offering customers the world’s leading loyalty program,” said Jeff Foland, president of Mileage Plus Holdings, LLC. “As we welcome OnePass members to MileagePlus this year, we do so with new opportunities for our loyal customers to earn and redeem miles and to engage with our program in more ways than ever before.”

MileagePlus Headliners builds on the popular OnePass Auction program, adding more choices of cultural and entertainment experiences.

A complete listing of auctions is available online at

Later this year, MileagePlus will become the first airline loyalty program to offer members the ability to use miles to pay for products and services with select online merchants. United is launching this service in conjunction with ezRez Software, Inc.

(via Colloquy)


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