The strategy is clear. United Airlines has decided that changes to their popular Mileage Plus program will evolve around upgrades. But not just any upgrades, given that even some of the low-cost airlines have or are planning to add a premium-class product to some of their planes.

Beginning in 2005, Mileage Plus members have the ability to earn unlimited system-wide upgrades. Members will earn two additional system-wide upgrades for each additional 50,000 EQMs above 100,000 EQMs, or for each additional 50 EQSs above 100 EQSs.

Additionally, members who re-qualify for 2005 1K status prior to Dec. 15, 2004, will receive four system-wide upgrades early. These upgrades will be valid through January 2006. On Jan. 1, 2005, these 1K members will receive additional upgrades. For more information, members can visit http://www.united.com/MPReward.

Members who earn 125,000 EQMs/125 EQSs or more by year-end 2004 will also be able to “gift” Premier status for another member and choose a reward for themselves: double redeemable flight miles during April 2005 or two confirmed regional upgrades, valid for one year from the date issued. For additional information, members can visit http://www.united.com/MPReward. 1K members can log onto http://www.united.com/1Konly.

Members who hold United Mileage Plus Million Miler Flyer status on Dec. 31, 2004 will receive two confirmed regional upgrades good for future travel within North America, including Hawaii, Canada, Mexico, Central America and the Caribbean. Upgrades will be valid through January 2006 and will be deposited into accounts on Jan. 1, 2005. For more information, members can visit http://www.united.com/page/article/1,,50027,00.html.