As we all know, loyalty programs are a major profit center for airlines nowadays, and make up a key part of the commercial strategy. While the “big three” carriers are already generating billions of dollars in (high margin) revenue from these programs annually, they still see a lot of upside.
Along those lines, United Airlines has just announced some major changes to its MileagePlus leadership, and there’s a lot to unpack here!
In this post:
United hires Jarad Fisher and Vasu Raja (sort of)
United Airlines has announced that Jarad Fisher will become the new President of MileagePlus. Fisher previously worked at Apple, and at Delta before that. Here’s how United Chief Commercial Officer Andrew Nocella describes this hire in an email to employees:
I’m thrilled to announce that we’ve hired Jarad Fisher as our new Vice President and President of MileagePlus. Jarad is a world-class builder of consumer platforms. At Apple, he created the vision and built the team that delivered Apple Card, widely considered the most successful credit card launch in history. Jarad returns to the airline industry after a pivotal tenure at Delta, where he redefined their Amex partnership and launched award-winning programs that their loyalty program members loved. His career is defined by a “roll up your sleeves” approach to innovation. He co-founded Travelguru.com, India’s first major travel portal, and worked with the TSA during its infancy to design passenger security standards still in use today.
MileagePlus CEO Richard Nunn and MileagePlus President Luc Bondar will be departing the airline in the coming weeks, and have clearly been kicked out of their roles. Nunn joined United in 2023 from outside the airline industry, while Bondar is a longtime United executive, and has been President of MileagePlus since 2017.
Now, here’s where this gets even more interesting. In 2024, United launched Kinective Media, essentially a media network that’s an extension of MileagePlus. The idea is that MileagePlus has a big membership base, so how can that best be monetized beyond credit cards?
Well, United is hiring former American Chief Commercial Officer Vasu Raja as a temporary consultant, to oversee Kinective Media. Here’s how Nocella describes this to employees:
During this leadership transition, the Kinective Media team will temporarily report to a consultant: former American Airlines executive, Vasu Raja. For the next six months, Vasu will work to further build our technology stack, refine our data sources, and advance our targeted marketing capabilities. This is a short-term assignment for Vasu and he will also report directly to me.
As a reminder, Raja was fired from American, and was the architect of the strategy that… well, put American into the mess that it’s in right now (which doesn’t excuse American CEO Robert Isom for going along with it, but…).
My take on these MileagePlus management changes
The new President of MileagePlus, Jarad Fisher, seems like a really good hire. As we know, United is trying to turn MileagePlus into a combination of a loyalty program (with credit cards being a large revenue driver), plus a media company, so you can’t beat someone who has experience with both Apple and Delta, and in particular, with the card partnerships at both companies.
For what it’s worth, I don’t believe Fisher is the guy who turned SkyMiles into SkyPesos, so I’d view him as the guy who developed the smart strategy that made people brand loyal, rather than leading the race to the bottom.
So, why are Nunn and Bondar being pushed out? My understanding is that Nunn wasn’t particularly well liked or viewed as being terribly competent. He seemed like a strange hire in the first place, since he had no airline experience, and it seemed United was too focused on his media experience, and didn’t put enough thought into his lack of airline or loyalty program experience.
Bondar was well liked, though I suspect he’s collateral damage in all of this, given that Fisher is also at the President level, which is where Bondar was.
But the most interesting part of this announcement is that United is hiring Vasu Raja as a consultant. Raja was pushed out at American in 2024, as he was the architect of American’s “cut business travel and fly to El Paso” strategy, which backfired horribly.
So to see United now hiring Raja as a consultant for six months overseeing… a technology stack, refining data sources, and advancing targeted marketing capabilities… that’s… ummm… special? I’m not saying he’s not capable of that, but I think there’s an obvious ulterior motive here.
I have a lot of respect for United CEO Scott Kirby, the direction he has taken United, and his determination to make United increasingly profitable. However, there’s simply no denying that the guy has an axe to grind with American, given that the whole reason he went to United in the first place was because former CEO Doug Parker reportedly told him he wouldn’t become the next CEO.
I would be willing to bet just about anything that that a major motivation in hiring Raju as a consultant is to essentially “rub salt in the wound” of American. The message here is clear — Kirby wants to make the point that Raja wasn’t the problem at American, just to spite the airline.
Bottom line
Major management changes are coming to United MileagePlus. MileagePlus CEO Richard Nunn and President Luc Bondar are leaving the airline, and Jarad Fisher will take over as President. Fisher seems like a great hire, as he comes from Apple, and Delta before that.
Perhaps the most interesting development, though, is that United is hiring former American Chief Commercial Officer Vasu Raja as a consultant for its media network. There’s no way that’s not at least partly motivated by Kirby’s desire to prove a point to American.
What do you make of these MileagePlus leadership changes?
It's getting weird...
Kirby is giving the impression of someone who must be very difficult to work with on a personal level. Get over it bro.
can't wait for to load up those 777s Austin to El Paso and Jackson Hole to Chicago
so, what failed in UA's credit card and loyalty program that got UA execs canned and has resulted in UA needing to bring in execs that failed at other companies?
clearly the growth curve that UA expected for loyalty program and credit card revenue isn't materializing.
Spot on Tim!
Lying Tim Dunn says, "UA recognizes that it will never compete with DL's A350s in size or capability across the Pacific"
LOL. Poor UA that is bigger in the Pacific than all US airlines combined. How will they ever compete especially with 20 (17 IGW) 787-9s with the new studios/suites and updated cabins coming this year. That leaves only another 80 of 120 more 787s and maybe even some of the 45 359s that can...
Lying Tim Dunn says, "UA recognizes that it will never compete with DL's A350s in size or capability across the Pacific"
LOL. Poor UA that is bigger in the Pacific than all US airlines combined. How will they ever compete especially with 20 (17 IGW) 787-9s with the new studios/suites and updated cabins coming this year. That leaves only another 80 of 120 more 787s and maybe even some of the 45 359s that can be changed to A35Xs for UA before DL gets their first 787-10. DL might see a couple of those long lost A35X aircraft in 2027, but don't worry DL still has four 359 deliveries left. Poor pathetic lying Tim Dunn.
How many of these current long-haul UA routes does DL serve? Poor LTD.
Block......Route
17h 40m SFO-SIN 2x daily
17h 35m IAH-SYD
16h 05m LAX-HKG 2x daily
15h 55m SFO-ADL
15h 55m LAX-MEL
15h 55m SFO-MEL
15h 40m SFO-HKG 2x daily
Accusing someone of “Lying”, especially when your interpretation of the post of that person is suspect, invalidates your rude accusation.
Yes, rebel?
I don't use that monicker lightly as it is difficult to 'prove' intent. Tim Dunn clearly lied about the DAL Q4 2025 earnings call discussion of their MRO. And as you can see he doesn't deny it. He didn't think anyone would check on his ridiculous contention that DL execs claimed it would grow revenue by 505% and profits by 1,233% in 'a couple of years'.
Rebel,
you preach about growth curves for UA but can't seem to think they apply to other airlines and other lines of business? what a hypocrite - to no surprise
No, you can't find DL's growth plan for Tech Ops. Your inability to do basic research does not mean DL won't be getting $1 billion profits from Tech Ops much sooner than you want to admit including directly or indirectly on every new generation...
Rebel,
you preach about growth curves for UA but can't seem to think they apply to other airlines and other lines of business? what a hypocrite - to no surprise
No, you can't find DL's growth plan for Tech Ops. Your inability to do basic research does not mean DL won't be getting $1 billion profits from Tech Ops much sooner than you want to admit including directly or indirectly on every new generation engine in the US carrier fleet.
UA needs to report $2.7 billion in profit to MATCH DL's profit numbers for 2025. Since UA only reported $2.3 billion in the first 3 quarters of 2025, we can say w/ complete certainty that UA will be #2 in financial metrics - on top of operational metrics for 2025.
rebel's entire identity is wrapped up in UA being #1 - except that isn't happening and not even UA execs say it is happening.
The problem is with rebel and his warped view of reality.
of course he is wrong.
The A350-1000 is the longest range commercial jet in operation w/ 300 plus seats. It will only have more capability as the 322 tonne versions will go into service with fuel capacity to fly 18 hours - not block but in the air - and those are the versions DL is getting.
UA has to keep removing seats from its 787s in order to get to 17.5 hours with full...
of course he is wrong.
The A350-1000 is the longest range commercial jet in operation w/ 300 plus seats. It will only have more capability as the 322 tonne versions will go into service with fuel capacity to fly 18 hours - not block but in the air - and those are the versions DL is getting.
UA has to keep removing seats from its 787s in order to get to 17.5 hours with full passenger loads. A 787 even with the higher gross weights will have less than 200 passengers in order to fly 18 hours.
It doesn't take a math major - which rebel is clearly not - to realize that DL will be carrying 100 or more passengers on the A350-1000 above what UA (or any other carrier) can carry on the best equipped 787s.
None of which changes that rebel's entire existence on aviation social media is because he and a handful of other people can't accept that UA really is not the largest airline in the things that matter - so they focus on non-sense like ASMs, fleet size, and number of cities served while failing at customer service and financial metrics.
so, yes, rebel is rude.
His entire identity is wrapped up in UA defeating DL which only happens in his mind.
Not even UA execs - who are fueled by testosterone - agree w/ the stuff he spews.
Now about that UA aircraft off the runway....
And yet the Delta EVP and Chief Financial Officer is unaware of this miraculous plan for this mature business and the GEnx deal is a nothing burger. Sorry LTD you got caught in a whopper of a lie.
the real UA news of the day is that UA has converted a bunch of its 789 orders to 787-10s and is considering whether to put GE or Rolls engines on those planes which means
1. UA recognizes that it will never compete with DL's A350s in size or capability across the Pacific so is focusing on capacity where it can
2. They know the 321XLR is not going to work against DL's...
the real UA news of the day is that UA has converted a bunch of its 789 orders to 787-10s and is considering whether to put GE or Rolls engines on those planes which means
1. UA recognizes that it will never compete with DL's A350s in size or capability across the Pacific so is focusing on capacity where it can
2. They know the 321XLR is not going to work against DL's all-widebody strategy
3. UA is desperately trying to get out of the A350 order but has to buy something from Rolls Royce. either with GE Or RR engines, UA will be paying DL for engine overhauls but the A350 order is dead at UA.
DL's fleet supremacy strategy is playing out exactly as planned.
Imagine all the interesting information Vasu Raja brings with him and how profitable UA could be if they improve their credit card proceeds significantly given they lead the Big 4 financially flying passengers.
given that UA flies so many more ASMs than any other airline in the world, it is hard to understand why their profits actually do not lead not just US airlines but global airlines.
This housecleaning is a tacit admission that UA's attempts to copy DL isn't working -which makes any intelligent person ask why.
The answer has to be that DL enjoys far better penetration across the US - not just in its hubs...
given that UA flies so many more ASMs than any other airline in the world, it is hard to understand why their profits actually do not lead not just US airlines but global airlines.
This housecleaning is a tacit admission that UA's attempts to copy DL isn't working -which makes any intelligent person ask why.
The answer has to be that DL enjoys far better penetration across the US - not just in its hubs which are in 8 major metro areas - but also in scores of small and medium-sized markets from coast to coast.
AA has badly lost share in big markets while UA has never had anywhere close to the share that AA and DL have in medium and small markets.
UA has nowhere close to the corporate revenue that DL gets. Some people still can't understand that DL's success in miles and cards is closely tied to the fact that so many third parties pay for DL transportation compared to AA or UA.
and let's not forget that UA's profits will fall when they decide to pay their FAs and mechanics industry standard rates and benefits - which UA execs say is coming.
"DL enjoys far better penetration across the US" - especially its elite Medallions.
Good job staying away from the numbers and more false claims regarding the DL earnings call LTD. Did you catch this one from Bastian? Didn't you claim the weather was worse at JFK over the holidays? Too funny.
"There's no question that we have work to do with respect to the resiliency of our recovery from irregular operations. We're working off of a great foundation. We just were named last week by Cirium as...
Good job staying away from the numbers and more false claims regarding the DL earnings call LTD. Did you catch this one from Bastian? Didn't you claim the weather was worse at JFK over the holidays? Too funny.
"There's no question that we have work to do with respect to the resiliency of our recovery from irregular operations. We're working off of a great foundation. We just were named last week by Cirium as the most on-time airline in North America. So, it's not as if we're – we've got a big hole to fill. But that said, with a lot of the change post-COVID, including some pretty significant changes in our pilot contract in terms of how we route and reroute and schedule pilots, particularly at times of change, have caused some difficulties in providing the level of reliability that we'd like in the recovery aspect.
So, we're all hands on deck in that regard. We know what the factors are that's been driving it. It's just going to take us a little bit of time to get after. But we're working very, very closely with our flight ops team, our maintenance team, our technology team, our ops control team, as well as with the pilots' union to ensure – because our pilots don't like some of the recovery challenges with that either to make certain that we return to the top, not just in on-time, but also in overall recovery."
you truly post this and can't realize that DL is still in first place? The DOT just said the same thing in the latest Air Travel Consumer Report.
Never have I said that DL is perfect or without opportunity for improvement.
But you went absolutely nuts in December thinking that DL was falling apart and yet DL says that actual independent data shows that DL still is at the top of the industry at the...
you truly post this and can't realize that DL is still in first place? The DOT just said the same thing in the latest Air Travel Consumer Report.
Never have I said that DL is perfect or without opportunity for improvement.
But you went absolutely nuts in December thinking that DL was falling apart and yet DL says that actual independent data shows that DL still is at the top of the industry at the end of 2025.
and, nice attempt at changing the topic but the question for you is why UA underperforms DL on earnings so badly given that they fly more ASMs than any other airline.
Kirby just cleaned house in MP and is bringing in a couple of losers at other companies.
Clearly, the panacea that Kirby has painted and you buy hook, line, and sinker is not turning into reality.
care to explain why? (not as if we don't know but we'd love for you to be honest, for the first time)
Lying Tim Dunn (LTD) says, "nice attempt at changing the topic"
Go back and review our exchange and you will see it is you who brought Delta into a discussion (as usual) about United. Lies, delusions and projection are not a great combo.
you are the ones that spouted off about financial leadership.
What is the over or under on UA posting $1.2 billion in net income for the 4th quarter?
YOU brought up financial leadership.
The reality is that UA needs to earn $2.7 billion in the 4th quarter just to MATCH DL's net income for 2025.
Given that UA only earned $2.3 billion in 3 quarters, the idea that UA will earn $2.7 billion is absolutely...
you are the ones that spouted off about financial leadership.
What is the over or under on UA posting $1.2 billion in net income for the 4th quarter?
YOU brought up financial leadership.
The reality is that UA needs to earn $2.7 billion in the 4th quarter just to MATCH DL's net income for 2025.
Given that UA only earned $2.3 billion in 3 quarters, the idea that UA will earn $2.7 billion is absolutely delusional.
UA will, once again, be a follower financially, and so far back that you can barely see them in the rearview mirror.
LTD, "you are the ones that spouted off about financial leadership."
And then you changed the subject to DL. See how the worked LTD.
...because you can't stand to hear that the narrative that is running in your head is not true.
When you are a distant #2, you aren't leading anything.
I am just pointing out that as usual you are accusing others of doing exactly what you are doing. It is called projection. Heal thy self or not. Poor LTD.
I didn't use the word "leadership" only to have to have someone else point out real data that counters your fairy tales.
Poster, quit posting while hallucinating and there will be no need for anyone else to come behind you and clean up the mess
No, you changed the subject from UA to DL and then claimed I changed the subject. What a nutter you are.
Hiring any failed individual is a recipe for disaster …. who is willing to open a book on this character, giving what odds on how long he will survive?
I kind of agree with you on hiring failed individuals. Especially when one considers football's Black Monday a week ago and how many of those fired coaches are quickly getting job interviews at other teams. Sometimes it works; more often it doesn't.
Hoping that Fisher doesn’t turn MileagePlus into SkyMiles. Ugh.
Ben - this seems a good a time as any to summarize your thoughts on how American is doing post-Raja and with the whole big Heather Garboden "premium CX" announcement. To me it seems like they've quietly slipped thru a couple positive changes over the past year but nothing really noteworthy, but curious to hear your take.
Love this. . . UA. . . AA hires DL exec and you hire the architect of the failed AA strategy. AA leaders must be dancing in the hallways!
Both Jarad and Vasu are Andrew Nocella hires. The Jarad one is a head scratcher, he was basically walked out at Apple and everyone at DL thought he was a massive tool. Vasu has destroyed everything he’s touched so hopefully this is really only a 6 month stint and any damage is limited. He just announced a new consulting business so this is probably a marketing tour for that but I don’t know anyone that would be dumb enough to hire him.
I saw a Bilt ad when logged into my UNITED app yesterday.
Probably not directly related to the change but Kinective not exactly working as intended.
I’m really surprised Luc is leaving at the same time.
Either way changes to MP in the last year have not been good from my vantage point - diluting million miler companion, announcing dynamic pricing for PlusPoints and taking away charts for mileage upgrades. I am
...
I saw a Bilt ad when logged into my UNITED app yesterday.
Probably not directly related to the change but Kinective not exactly working as intended.
I’m really surprised Luc is leaving at the same time.
Either way changes to MP in the last year have not been good from my vantage point - diluting million miler companion, announcing dynamic pricing for PlusPoints and taking away charts for mileage upgrades. I am
less engaged due to the million miler change and uncertain plus point value.
I suppose upgrades on awards for plus points is interesting but not if it means inflated redemption costs for cash ticket upgrades.
Delta is not the vision other than giving million milers top upgrade priority.
AA has the most clever program with the least devaluation though not trending positive since they lost Vaja.
Vasu Raja... the NDC warrior who brought AA to battle with the OTAs, then had to retreat... the guy who lost slots at JFK... I mean, his real talent is collecting executive compensation packages.
Not sure that a couple of single people are going to make a difference in the direction of loyalty programs at the big 3.
Given that both come with more than a little known baggage, it is likely that UA is simply trying to get as much industry knowledge - but it is far from certain that they bring enough current information or that they can do much.
and, if UA's released execs couldn't deliver...
Not sure that a couple of single people are going to make a difference in the direction of loyalty programs at the big 3.
Given that both come with more than a little known baggage, it is likely that UA is simply trying to get as much industry knowledge - but it is far from certain that they bring enough current information or that they can do much.
and, if UA's released execs couldn't deliver what Kirby wanted, who is to say these two will be able to move the needle that much?
You seem a little salty about it Tim…
no, Andy, the question that should be asked is what is not working that UA is firing its current execs and bringing others that clearly bring a whole lot of baggage.
It shouldn't be hard for a UA insider to articulate what has gone down.
No frequent flyer cares anymore.
Sounds like Raja is getting significantly "caged in" - working as a "consultant" in "a short-term assignment" for six months, and his scope is limited to the Kinective Media platform. Consultants can suggest, recommend, propose, and advocate - but their ability to do damage is limited, and Raja will have his hands on very little.
I think UA saw little risk here - despite a relatively toxic reputation, they can bring in someone with airline...
Sounds like Raja is getting significantly "caged in" - working as a "consultant" in "a short-term assignment" for six months, and his scope is limited to the Kinective Media platform. Consultants can suggest, recommend, propose, and advocate - but their ability to do damage is limited, and Raja will have his hands on very little.
I think UA saw little risk here - despite a relatively toxic reputation, they can bring in someone with airline industry experience, limit his role to the directed-marketing program UA is advancing (targeted and more individualized ads specifically selected for you in your seat, before your movie starts), and if it doesn't work out - they get to avoid paying him the type of compensation a "V.P. of (blah blah blah)" typically gets, especially they golden parachute execs want when shown the door and told to leave.
If he does good work, short term win. If he does bad work, or tries to push things contrary to Kirby's vision, he's done before the end of the summer anyway.
Can’t wait for Raja’s new Colorado Springs to the World strategy! Everyone double jump in CO Springs and Frankfurt am Main or Munich!
hey we made the same joke
For those in El Paso, it becomes funnier with each subsequent replay.
EWR and ORD getting dehubbed in favor of connecting Little Rock to the world (through Frankfrut)
Having been a DL elite since 2011, I struggle to think of even a single "award-winning program that [I] loved" that launched in the past 15 years. Maybe making earnings more revenue-based I was fine with, but pretty much everything else has been negative.
When Jarad worked at DL, he was one very shady person. Everyone who worked with him has a story about him and it's not a positive one. He was eventually fired.
0/10 Do not recommend him.