Mike Petrella, Managing Director, Strategic
Partnerships shares how United builds consumer trust through data transparency, delivers personalized travel experiences, and keeps flyers engaged with rewards they can use on a daily basis.
During your session at the Travel & Hospitality summit, you mentioned that travelers are people and want personalized
experiences. Do you have any advice for marketers on how they can build trust with their consumers so that they are able to provide a mutual value exchange: more data for better personalized
experiences?
When we talk about delivering personalized experiences, building trust starts with education and transparency. Many
consumers—especially those outside of AdTech or data-centric industries—are understandably skeptical when they hear about their data being used, largely due to widespread concerns over
data breaches, privacy violations, and identity theft. However, the reality is that our industry has developed privacy-safe methods of data collaboration that protect consumers while enabling more
relevant, meaningful experiences. For marketers, the key is to be upfront and clear about what data is being used, how it will be used, what safeguards are in place, and most importantly, what the
consumer gains in return. The goal is to make this message digestible and approachable, meeting your audience where they are, so they feel confident in the mutual value exchange—more data in
return for a better, more personalized experience.
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How does United Airlines select which
channels their partnerships should focus on whether it’s via the onboard screen or on experiences travelers can redeem?
At United, we seek
partnerships that enrich traveler journeys—from day-to-day engagement, inspiration, and trip planning to the day of travel, in-airport, in-flight, at the destination, on the return trip
and even in between trips. We collaborate with premium brands that bring unique experiences and opportunities to our travelers, but we also strive to maintain an agnostic approach, ensuring we offer
choice and flexibility for our customers. Each partnership and the product, service or offer that they are interested in providing our customers access to, will have a different combination or
emphasis on our channels based on its fit and relevance within the journey and everyday life. Our aim is to create relevant, personalized touchpoints for every traveler, from Gen Z and
Millennials—our future (frequent) flyers—to multicultural audiences. For instance, we partnered with TelevisaUnivision to bring VIX Spanish-language content to our airport and seatback
screens, catering to the 63 million Spanish-speaking Americans in the U.S. Every partnership is evaluated through the lens of inclusivity and personalization, ensuring there's a use case for everyone
on the plane.
What strategies have been most effective in turning occasional flyers into
MileagePlus members?
One of our most effective strategies has been introducing programs that make MileagePlus membership feel immediately valuable and
accessible. For example, Miles Pooling has been a successful way to engage travelers by allowing them to combine miles with family and friends into a shared account, making it easier for groups to
accumulate miles faster and redeem them for rewards like flights, upgrades, or unique experiences. This fosters a sense of shared progress and incentivizes even occasional flyers to participate
actively in the program.
Additionally, the Chase United Explorer Card has been instrumental in converting travelers into loyal MileagePlus members. New cardholders are
automatically enrolled in the program, and the card itself offers compelling benefits—including bonus miles on travel and everyday purchases, free checked bags, priority boarding, club
passes, and spend-based elite status boosts. These perks not only add immediate value but also boost earning status and encourage ongoing engagement with United and MileagePlus.
Ultimately, it comes down to showing the utility of the mile. When we make it easy to earn miles, demonstrate how simple it is to redeem them, and create everyday opportunities to
maximize their value, miles become a powerful currency. This approach deepens engagement and turns occasional travelers into loyal, active members of the MileagePlus ecosystem.
How do you keep infrequent travelers engaged between trips?
We
focus on two key journey points to keep infrequent travelers engaged: day-to-day interactions and travel inspiration. On the day-to-day front, we offer opportunities to earn or redeem miles through
non-travel partners, making MileagePlus relevant even when you're not flying. Whether it's earning miles when purchasing concert tickets or redeeming miles for gift cards, we curate offers based on
your interests and preferences, ensuring that MileagePlus feels valuable in your everyday life.
At the same time, we aim to inspire your next trip. A prime example is
Hemispheres, our in-flight magazine that we transformed into a dynamic digital platform that allows us to publish fresh, engaging content daily rather than monthly. One of our signature features,
“3 Perfect Days,” offers curated three-day itineraries for destinations around the world. By the end of 2025, our goal is to have a “3 Perfect Days” guide for all 330
destinations United flies to, sparking ideas for future travel, offering future opportunities to book, and keeping us top of mind.
Ultimately, our strategy is to engage
travelers with content and experiences that resonate personally, keeping them curious and connected to everything United and MileagePlus has to offer—even between trips.
What is your favorite destination to travel to?
I’m a proud
beach bum—if there’s a beach, I want to be there. This summer, I’m flying to Barcelona with my family (on United!) to explore the beautiful beach towns along the coast and immerse
ourselves in Spanish culture, food, and music. But if I had to choose a favorite, it would be Loveladies in Long Beach Island, New Jersey. I’ve been going there for as long as I can remember,
and it holds a special place in my heart. My dream is to spend every spring, summer, and fall there in the future.
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future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.