Dive Brief:
- United Airlines finished 2025 with an almost three point increase to its overall net promoter score, President Brett Hart said during an earnings call Wednesday.
- The carrier saw its highest-ever monthly NPS score in November despite the government shutdown that disrupted the airline industry, according to Hart. At the time, United offered refunds to customers who didn’t want to fly regardless of whether their trip was actually impacted.
- The November NPS score “is a testament to our customer focus, decisive actions, customer-friendly policies and commitment to transparent communications, especially during disruptions,” Hart said during the call.
Dive Insight:
United is focused on investing in its experience to attract brand loyal customers who will continue choosing the carrier over the long term.
In December, United updated its app with features including real-time boarding updates, mobile bag tracking and personalized information including guidance on traveling with wheelchairs and reminders for required travel documents.
More than 85% of United customers use the app on the day of their flight, which is a competitive advantage for the company, according to Hart.
“We are confident that these investments meaningfully enhance the United experience, earning customer trust at every touch point and winning brand loyal customers,” Hart said.
United’s actions during the November disruptions also contributed to customer loyalty, according to EVP and COO Toby Enqvist. The company published cancellations several days in advance, communicated all changes through both the app and website, and aimed to reaccommodate customers with new flights wherever possible.
“Notably, nearly 60% of our customers whose flights were canceled or rebooked within four hours of the original departure time,” Enqvist said during the call.
United reported total operating revenue of $15.4 billion for the quarter , up 4.8% year over year, according to a Q4 2025 earnings report released Tuesday. Premium revenue was up 9% year over year in the fourth quarter, while loyalty revenue was up 10%.
The Milage Plus loyalty program and premium revenue will be points of focus for the airline in 2026. United’s plans include “drawing a larger distinction between true loyalty programs and reward programs offered by others,” EVP and Chief Commercial Officer Andrew Nocella said during the call.
