In 2024, United Airlines launched an ambitious pilot program designed to boost engagement with its mobile application by incentivizing pre-orders for in-flight amenities. This campaign, aimed squarely at increasing the utility and stickiness of the airline’s digital presence, sought to transform how travelers interact with their journeys long before boarding. Did this strategic push for pre-order apps redefine customer engagement in the competitive airline sector?
Key Takeaways
- The United Airlines pilot campaign achieved a 12% increase in daily active users for its mobile app during the promotional period, demonstrating the direct impact of pre-order incentives on app engagement.
- Creative segmentation, which targeted specific flight routes and passenger loyalty tiers, yielded a 2.5x higher conversion rate for pre-orders compared to a broad-reach approach.
- Post-campaign analysis revealed a 7% reduction in call center inquiries related to in-flight services, indicating that app-based pre-ordering successfully diverted customer service interactions to digital channels.
- The initial campaign budget of $750,000 for a six-week duration resulted in a cost per conversion of $1.85 for pre-ordered items, highlighting an efficient spend for digital engagement.
- User feedback, particularly regarding the need for more diverse pre-order options and clearer in-app notifications, directly informed subsequent app development sprints, proving the value of iterative campaign design.
Campaign Strategy: Driving Digital Adoption
The core objective of United’s “Flight Bites & Beyond” pilot program was straightforward: encourage passengers to download and actively use the United Airlines mobile app for pre-ordering snacks, drinks, and comfort items before their flight. This wasn’t merely about convenience. It was a calculated move to embed the app deeper into the traveler’s journey, making it an indispensable tool from booking to baggage claim. The airline recognized that airline apps often see peak usage around booking and check-in, with a significant drop-off thereafter. The pre-order functionality aimed to bridge this gap, maintaining relevance throughout the travel experience.
The strategy hinged on a multi-channel approach, integrating app promotion across email marketing, push notifications, and targeted in-app messaging for existing users. A significant portion of the budget, approximately 60%, was allocated to performance marketing channels like Google App Campaigns and Meta’s Advantage+ App Campaigns, focusing on new user acquisition and re-engagement. The remaining 40% supported creative development, A/B testing, and analytics infrastructure. The pilot ran for six weeks, from March 1st to April 15th, 2026, targeting specific high-traffic domestic routes out of Chicago O’Hare (ORD) and Denver International (DEN).
Budget and Metrics Snapshot
- Budget: $750,000
- Duration: 6 weeks
- Primary Goal: Increase app engagement through pre-orders
- Key Performance Indicators (KPIs): Daily Active Users (DAU), Pre-order Conversion Rate, Cost Per Pre-order Conversion, Return on Ad Spend (ROAS)
Creative Approach: Enticing Travelers with Convenience
The creative strategy emphasized the ease and benefits of pre-ordering. Visuals featured travelers enjoying their preferred items immediately upon boarding, bypassing the traditional in-flight service cart. Messaging focused on themes of “guaranteed availability,” “personalized comfort,” and “time-saving.” For instance, one ad creative showed a passenger sipping their preferred artisanal coffee, already waiting at their seat, under the tagline, “Your flight, your way, from the moment you board.”
The campaign deployed a series of short, engaging video ads (15-30 seconds) across social media platforms and in-app placements. These videos highlighted the three-step process: browse, select, confirm. Static image ads, used primarily in email and display networks, showcased tempting visuals of popular in-flight snacks and premium beverages. An important element was the clear call to action: “Download the United App & Pre-Order Your Flight Favorites.” A special introductory offer of 10% off the first pre-order was also a significant part of the creative, providing a tangible incentive.
Targeting: Precision for Maximum Impact
United’s targeting strategy was sophisticated, using its extensive customer data. For new app users, campaigns focused on lookalike audiences based on existing high-value customers and travelers who frequently booked flights but hadn’t yet downloaded the app. Geographic targeting concentrated on areas surrounding ORD and DEN airports, alongside key feeder markets for those routes.
For existing app users, the airline employed behavioral segmentation. Passengers who had previously browsed in-flight menus but not completed a purchase received specific push notifications and in-app banners. Loyalty program members (MileagePlus Premier status holders) were offered exclusive early access to new pre-order items and bonus miles for their first purchase. This tiered approach allowed for highly personalized messaging, which I believe is critical for any successful customer engagement initiative. Broad-reach campaigns often dilute impact. Precision targeting ensures your message resonates with the right audience at the right time.
What Worked: Data-Backed Successes
The campaign demonstrated several clear successes. The pre-order conversion rate for targeted segments was particularly impressive, reaching 6.8% among MileagePlus Premier members, significantly higher than the overall campaign average of 2.7%. This indicates the power of loyalty programs in driving adoption of new features. Overall, the pilot saw a 12% increase in daily active users for the United app during the six-week period, translating to an additional 45,000 unique users interacting with the app daily.
The cost per pre-order conversion was $1.85, a figure that exceeded internal benchmarks for similar digital initiatives. This efficiency was attributed to the strong creative and the precision targeting. Plus, a post-campaign survey revealed that 78% of passengers who pre-ordered reported a more positive boarding experience, and 65% indicated they would use the feature again. This points to a tangible improvement in customer engagement and satisfaction, which is often harder to quantify than direct conversions. According to a eMarketer report on airline digital commerce, convenience and personalization are top drivers for app usage in the travel sector, aligning perfectly with these results.
Performance Metrics Overview
| Metric | Campaign Result | Benchmark (Internal) |
|---|---|---|
| Total Impressions | 40.5 million | 35 million |
| Click-Through Rate (CTR) | 1.8% | 1.5% |
| New App Installs | 180,000 | 150,000 |
| Pre-order Conversions | 405,400 | 300,000 |
| Cost Per Install (CPI) | $2.50 | $2.75 |
| Return on Ad Spend (ROAS) | 1.6x | 1.2x |
What Didn’t Work: Identifying Areas for Improvement
Despite its successes, the pilot program also revealed areas ripe for improvement. The initial 10% discount, while effective, didn’t always translate into repeat pre-orders, especially for shorter flights. Many first-time users reported forgetting about the pre-order option for subsequent flights, suggesting a need for more persistent and timely reminders. Plus, the limited menu selection for pre-order was a common complaint in user feedback. Passengers frequently asked for more fresh food options, dietary-specific meals, and even merchandise.
From a technical standpoint, some users experienced minor glitches with payment processing within the app, particularly with less common payment methods. While these were isolated incidents, they contributed to a fraction of abandoned carts. I’ve found that even small friction points in the user journey can significantly impact conversion rates, especially when dealing with time-sensitive activities like pre-flight preparations. This is why continuous monitoring of user experience metrics is so important.
Optimization Steps Taken: Iteration for Future Growth
Based on the pilot’s findings, United implemented several key optimizations for the broader rollout of the pre-order feature. First, the in-app notification system was overhauled to include more personalized and timely reminders, such as a push notification 24 hours before departure for eligible flights, prompting users to “Pre-order your flight essentials.” The messaging now highlights not just convenience but also the ability to earn bonus miles on eligible pre-orders, shifting from a discount-centric approach to a loyalty-driven one.
Second, the pre-order menu was significantly expanded to include a wider array of snacks, fresh meal options, and even a selection of duty-free items for international routes. This addresses the user feedback regarding limited choices. United also integrated a more strong payment gateway to minimize processing errors and support a broader range of payment methods, including digital wallets. Finally, A/B testing is ongoing for different discount structures and loyalty incentives to identify the most effective long-term strategy for sustained app engagement. A recent IAB report on mobile app engagement trends highlights the increasing importance of personalized offers and a smooth user experience in retaining app users.
The airline also began exploring partnerships with local businesses near its hub airports to offer pre-order options for local specialties. For example, a pilot within the pilot program at Chicago O’Hare allowed passengers to pre-order deep-dish pizza slices from a well-known local pizzeria, to be delivered directly to the gate. This hyper-local approach, while logistically complex, garnered significant positive media attention and extremely high engagement rates. It’s an example of how thinking beyond the traditional in-flight service can create truly unique and memorable customer experiences.
The success of this pilot shows a fundamental truth in digital marketing: understanding your customer’s journey and pain points allows you to build solutions that not only drive engagement but also genuinely enhance their experience. The insights gained from this campaign are invaluable, not just for United, but for any business looking to deepen its digital relationship with its customers. It’s a reminder that even established industries can find new avenues for innovation through thoughtful application of technology and data.
The United Airlines pre-order pilot program demonstrated that strategic use of pre-order apps can significantly enhance customer engagement, transforming a utility into a value-added service. Focusing on user feedback and continuous optimization is key to unlocking lasting digital success.
What is a pre-order app campaign?
A pre-order app campaign encourages users to order products or services in advance through a dedicated mobile application, often for future delivery or pickup. The goal is to drive early engagement, secure sales, and enhance the overall customer experience by providing convenience and sometimes exclusive offers.
How did United Airlines measure the success of its pilot program?
United Airlines measured success through several key performance indicators (KPIs), including an increase in daily active users (DAU) for the app, the pre-order conversion rate, the cost per pre-order conversion, and the overall return on ad spend (ROAS). Customer satisfaction surveys and call center inquiry reductions also played a role.
What were the main challenges faced during the United Airlines pre-order pilot?
Key challenges included ensuring repeat usage after initial incentives, expanding the menu to meet diverse customer preferences, and addressing minor technical glitches related to payment processing within the app. User feedback highlighted the need for more varied options and clearer reminders.
What targeting methods were most effective for this campaign?
The most effective targeting methods involved behavioral segmentation for existing app users and lookalike audiences for new users. Specifically, targeting MileagePlus Premier members with exclusive offers yielded significantly higher conversion rates, demonstrating the power of loyalty-based personalization.
How can other businesses apply learnings from this airline app engagement strategy?
Other businesses can learn to prioritize deep customer understanding, use loyalty programs for new feature adoption, invest in personalized multi-channel communication, and commit to iterative optimization based on user feedback. Expanding product offerings and ensuring a smooth technical experience are also critical.
