Via Yahoo Finance:
Customers who want to breeze to their flights more quickly may now do so with United’s new Premier Line, the newest of the Travel Options by United(SM).
Starting at $25, Premier Line provides priority access to three types of specially reserved lines that offer customers convenience at check-in, security and boarding, including boarding for connecting flights.
Not surprisingly, I have mixed feelings about this. On one hand I understand United’s need to generate revenue, but at the same time many argue that it’ll devalue the experience of elites. I’m actually not too worried, since I can’t imagine there being a huge market for this. Who exactly are they targeting by offering this, when you can already instantly check-in online? The only real benefit here is security lines at stations that have them, and being able to board early.
By the way, I’m betting that people that purchase this will try to board via the red carpet. The advertising is actually pretty deceptive, since it shows someone going down the red carpet for check-in, security, and boarding.
On a whole, United really is taking the “travel options” to the max, between this, buying Economy Plus, seats, door-to-door baggage, Award Accelerator, etc. What’s truly insulting is that United charges full fare coach passengers for all this, which some other airlines (like Continental) don’t. When someone’s paying near a dollar a mile to fly, is an Economy Plus seat and priority boarding too much to ask for?