United has launched Mileage Plus Headliners, a new auction service allowing members to bid for “once-in-a-lifetime” experiences using their miles.
The new service has launched with “over a dozen” items, including a flight simulator experience in Denver, a ski trip to Mammoth Mountain in California, and local events including performances by the Chicago Symphony Orchestra in New York.
New items will be added each month, with bidding for the chance to attend a “Team USA Experience” at London 2012 opening later this month, and the chance to fly on a United Dreamliner delivery flight launching later this year.
The launch of the Headliners auction service follows the integration of Continental’s One Pass loyalty scheme into the revamped Mileage Plus programme, as part of the on-going merger between Continental and United Airlines.
The Mileage Plus scheme now includes opportunities to access deals with restaurants participating in the Mileage Plus Dining network, and later this year the programme will add the ability to spend miles on products and services with selected online retailers.
Report by Mark Caswell