United Airlines' best loyalty perks will soon be reserved for its cardholders. Is the card worth it?

By Genna Contino

 Other airlines could start reserving their best perks for cardholders too: 'It's a copycat industry,' analysts note 

 United announced an overhaul to its MileagePlus rewards program, prioritizing frequent flyers who hold one of the airline's co-branded credit cards. 

 Frequent flyers who hold a United Airlines co-branded credit or debit card can soon earn up to twice as many miles as noncardholders, effectively rewarding the airline's biggest spenders. 

 Starting April 2, United (UAL) cardholders can earn more miles when spending with the card, and even more if they use the card to purchase a flight, the company said Thursday. Cardholders will also have access to tickets priced at roughly 10% fewer miles than those available to noncardholders. 

 The change to United's MileagePlus rewards program is one of the biggest moves yet by a major U.S. carrier to reserve premium perks exclusively for cardholders - and experts say it likely won't be the last. It follows a broader trend of airlines focusing on high-earning business travelers over casual leisure flyers, with credit cards increasingly serving as the gatekeeper to the best travel benefits. 

 "It's a copycat industry - I definitely think others will follow," said Ted Rossman, a senior industry analyst at Bankrate. "We've seen these programs become a lot more tied to how much you spend, as opposed to actually how much you fly." 

 Michael Taylor, senior managing director of travel, hospitality and retail at consumer-insights group JD Power, agreed - saying co-branded cards are a major source of revenue and profits for these airlines. 

 "People don't fly every day, but they can use that card every day," Taylor said. "Investors are going to be saying to airlines, 'Are we leaving money on the table?'" 

 United's stock closed down nearly 6% Thursday, joining several airlines that recorded their worst trading day in months as U.S.-Iran tensions drove oil prices higher. 

 United, American Airlines (AAL) and Delta Air Lines (DAL) did not respond to MarketWatch's requests for comment. Airlines for America, a lobbying and trade group representing major U.S. carriers, said it does not comment on individual carriers' business decisions. 

 Southwest Airlines (LUV) said its rewards program still offers benefits like free Wi-Fi and unlimited seats bookable with points to all members, including those without a co-branded credit card. 

 When is an airline card worth the annual fee? 

 The new MileagePlus program is good news for existing cardholders, but frequent United flyers without a card may be left wondering if it's worth applying to maximize their rewards. 

 For travelers who fly United regularly, especially for business, the math often works, Rossman said. Some travel sites estimate that the new cardholder-only pricing could cut the number of miles required for certain flights by as much as 40% compared with what noncardholders pay. 

 For occasional flyers, the card might not be worth its annual fee. 

 "This is not good news for the family that flies once or twice a year in basic economy," he said. "People like that have been deprioritized by airlines in recent years." 

 Don't Short Yourself: Don't make the same mistake I did when I tried to save $200 on my last flight 

 Ben Mutzabaugh, managing editor of aviation at the travel and credit-card site The Points Guy, described United's move as unprecedented, and pointed out that "customers will now earn flight miles based on which credit card they have - not just on if they have one." 

 United currently offers four credit cards with annual fees ranging from $0 to $695. Mid-tier options like the Explorer and Quest cards, which carry annual fees of $150 and $350, respectively, pay for themselves quickly for frequent flyers. 

 Those cards include perks such as free checked bags, which can offset the annual fee after a few trips. The premium-tier card, while carrying a nearly $700 price tag, offers higher earnings rates on United purchases and access to the airline's airport lounges. 

 "A strategy in which United has tied earning rates not only to have a credit card - but also to which credit card - is sure to catch the interest of Delta, American and others," Mutzabaugh said. "You can bet they'll be looking for clues on how it's working for United." 

 Before choosing any airline-branded card, Taylor said it's important to ask yourself a few questions: 

 -- Can I afford another credit card? 

 -- Do I understand the rewards this card offers and how to use them? 

 -- Will I realistically earn and redeem enough points to justify the fee? 

 If the answer is no, an airline credit card may not be the best option. 

 For those who aren't loyal to a particular airline but still want travel rewards, Rossman suggests considering more general travel cards, like the Capital One (COF) Venture X or Chase (JPM) Sapphire Reserve, which allow you to transfer points to certain airlines. But keep in mind that without a card with United's logo on it, you're missing out on the airline's steepest discounts. 

 "Before now, you could either have a United card and book with United, or have a Sapphire card and transfer Chase Ultimate Rewards points to United MileagePlus," said Kurt Adams, a senior marketing manager at the travel site Going, who specializes in points and miles. "Ultimate Rewards points still transfer to United, but if you want the 40% lower rate, guess what - you've got to get a United card." 

 JOIN THE DON'T SHORT YOURSELF LIVE Q&A 

 Tax season stressing you out? We've got you. Join Don't Short Yourself Live to ask MarketWatch's Andrew Keshner and Beth Pinsker your tax questions on Wednesday, Feb. 25, 2026, at 1:30 p.m. Eastern time. 

 -Genna Contino 

 This content was created by MarketWatch, which is operated by Dow Jones & Co. MarketWatch is published independently from Dow Jones Newswires and The Wall Street Journal. 

(END) Dow Jones Newswires

02-21-26 1852ET

Copyright © 2026 Dow Jones & Company, Inc.