United Airlines is discontinuing the free Clear Plus membership benefit for its top-tier loyalty program members, specifically Premier 1K members. This perk allowed members to bypass long check-in lines and show physical identification, costing $199 per year. Premier 1K members previously received their Clear Plus membership for free, but will now receive a $70 discount on the membership fee, bringing their annual charge down to $129. United Global Services members will be the only ones eligible for a free Clear membership, leaving Delta Air Lines as the only airline offering this benefit to its top-tier flyers.
Members who are already Clear Plus members and received the complimentary benefit from United will be able to continue using the service until their membership renews. After that, they will be required to pay the discounted rate of $129 per year. No other changes are being made to Clear discounts for other Premier members or travelers who receive discounted rates through United’s cobranded credit cards. The pricing structure changes will go into effect on May 1 for MileagePlus members renewing or enrolling in Clear for the first time.
This change by United Airlines signifies a shift in the benefits offered to loyalty program members and highlights how brand allegiance may not yield the same perks as it used to. Other airlines, such as Delta Air Lines, are still offering free Clear memberships to their top-tier flyers, maintaining a level of competitive advantage in the loyalty program space. With the removal of the free Clear Plus membership benefit for Premier 1K members, United is adjusting its loyalty rewards program to reflect the changing landscape of airline loyalty benefits.
Members of United Airlines MileagePlus program who are not part of the Premier 1K tier will continue to receive discounted pricing for a Clear Plus membership. However, the removal of the free membership benefit for Premier 1K members could impact their overall satisfaction with the loyalty program. The $70 discount offered to Premier 1K members may not fully compensate for the loss of the free Clear Plus membership, as the overall value of the loyalty program benefits may now be perceived as diminished for these members.
United Airlines’ decision to discontinue the free Clear Plus membership benefit for Premier 1K members may have implications for customer retention and loyalty. The availability of this perk at no additional cost was a significant incentive for these top-tier flyers to remain loyal to United. With the removal of this benefit, some Premier 1K members may consider switching to airlines that still offer free Clear memberships to their top-tier flyers, such as Delta Air Lines. It remains to be seen how United Airlines will address any potential backlash from Premier 1K members affected by this change and whether they will introduce alternative benefits to offset the loss of the free Clear Plus membership.
