United Airlines has launched an auction service allowing members of its frequent flyer programme to bid for “once-in-a-lifetime” experiences, theatre tickets and sporting events using their miles.
Members are initially invited to bid for a flight simulator experience in Denver, a ski trip to Mammoth Mountain in California, and local events including performances by the Chicago Symphony Orchestra in New York.
New experiences and unique trips will be added to MileagePlus Headliners every month. United promises that later in the year members will be offered the chance to fly on a Dreamliner delivery flight.
The launch of the auction service follows the merger of Continental's One Pass loyalty scheme into United's MileagePlus programme.
MileagePlus has also launched a new service allowing members using Facebook and Foursquare to access special deals from more than 100,000 participating restaurants and hundreds of merchants at United's hub airports in the United States.
By Linsey McNeill
