In a recent interview by Advertising Age, Tom O’Toole, senior VP-CEO of United Airlines’ Mileage Plus Holdings, had a few things to say about the upcoming merger of the United Mileage Plus and Continental OnePass programs. “No one will lose a mile in this combination, in this program. All existing mileage balances will be combined and maintained. We are truly combining the OnePass and Mileage Plus programs into a new yet-to-be-announced new program with a new name we’ll reveal mid-year.”

He continued, “We are looking at the recognition and features and benefits that we offer to our elite tiers of members. Our elite tiers are customers who are extremely important to us, so [we want to] best recognize and reward the customers who offer the greatest value to the airline in a manner that creates the greatest value to the customer.”