Imagine being able to use your frequent-flyer miles to purchase something other than a free flight to your next destination. Sound like a dream?
Well, that dream has become a reality for United passengers traveling through Newark Liberty Airport’s Terminal C. According to USA Today‘s Charisse Jones, those fortunate travelers will now be able to substitute miles they’ve accumulated through the airline’s loyalty program for cash when making on-site purchases.
Jones reports that United, along with the help of its partner, OTG Management, unveiled the new system last week. In addition to food and beverage, customers can use their miles to purchase airport merchandise at select establishments.
United’s managing director of corporate real estate and airport affairs, Gavin Molloy, explained the reasoning behind the company’s innovative new option, per Jones: “We are always looking for new opportunities for our customers to use their miles…People are waiting in the airport: We know they shop, we know they want food and beverages, and this is a great way of using miles.”
But the new payment system signals only the start of a massive $120 million renovation of Newark’s Terminal C that will result in restored seating areas and brand new restaurant options for travelers. According to Jones, the overhaul will include nearly 6,000 iPads, which passengers will soon be able to use to place orders, check their flight status and manage their United MileagePlus accounts.
OTG CEO Rick Blatstein, whose company will fund and oversee the renovations, is optimistic that the terminal will “become a destination” and that miles will be accepted “pretty much anywhere” in the terminal by the time the project is expected to be completed in 2016.
Whether it makes sense to spend your hard-earned miles on a hamburger or a souvenir t-shirt, it’s always nice to have options when traveling. Thanks to United’s landmark accommodation, their customers traveling through Newark’s Terminal C will have plenty of options in the future.
Only time will tell if the new system is a success and other companies will follow suit.
Steele Luxury Travel
www.SteeleTravel.com