United CEO Scott Kirby: Cheaper Fares Won't Win Loyalty

The airline lost more than $7 billion this year

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As airlines prep for the gradual return of bookings, United Airlines is taking a page out of hotels’ playbook.

Hotels’ approach to brand loyalty has particular appeal for airlines navigating the way back to greater passenger demand. Speaking to investors during an earnings call, United CEO Scott Kirby alluded to how the airline could pitch itself to corporate clients when business travel (eventually) rebounds in a post-Covid world. Although he didn’t provide specifics on strategy, Kirby said that the industry’s current mentality of leaning heavily on “price to win customers” needed to change.

“Hotels

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