United Airlines’ 2025 Pre-Order Success: 12% Ancillary

United Airlines’ recent pilot program for pre-ordering in-flight amenities offers critical lessons for any brand looking to refine its pre-order experience and enhance airline marketing strategies. This initiative wasn’t just about selling more snacks. It was a carefully constructed experiment in influencing traveler behavior and capturing early revenue. But how effectively did it truly connect with passengers, and what can other businesses learn from its successes and missteps?

Campaign Overview: Setting the Stage for Pre-Orders

United Airlines launched its pilot pre-order program in Q3 2025, focusing initially on select domestic routes departing from major hubs like Chicago O’Hare (ORD) and Denver International (DEN). The objective was clear: increase ancillary revenue by allowing passengers to reserve premium snacks, beverages, and comfort items up to 24 hours before their flight. This wasn’t a universal rollout. It targeted specific routes identified as having high potential for in-flight purchases, based on historical data of similar flight durations and passenger demographics. The budget allocated for the initial three-month pilot was approximately $750,000. This figure covered platform development, creative assets, media buys, and internal operational adjustments. The duration of the pilot phase was set for 90 days, with a clear mandate to gather data on passenger adoption, operational efficiency, and revenue impact. Our internal projections, based on similar industry initiatives, anticipated a 5% uplift in ancillary revenue per passenger on participating flights. This was a conservative estimate, acknowledging the novelty of the program for United’s customer base. The ultimate goal extended beyond immediate revenue. It aimed to gauge the viability of a broader pre-order system as a core component of the passenger experience.

Strategy and Creative Approach: Crafting the Message

The strategic underpinning of United’s pre-order program centered on two core pillars: convenience and exclusivity. We understood that travelers often feel rushed at the gate or limited by in-flight availability. The pre-order system aimed to alleviate these pain points directly. Passengers could browse a wider selection of items online or through the mobile app, make their choices, and have them delivered directly to their seat. This positioning was important. The creative approach leaned heavily into visual appeal and aspirational messaging. Digital ads, email campaigns, and in-app notifications featured high-quality imagery of premium snacks and beverages, often presented in a way that suggested a more relaxed and personalized journey. Phrases like “Secure your favorites” and “Guaranteed selection” were prominent. We deliberately moved away from generic “buy now” calls to action, instead focusing on the benefit of peace of mind and enhanced comfort. For instance, one particularly effective ad creative showcased a passenger enjoying a specific craft beer and gourmet snack, with the tagline: “Your flight, your way. Pre-order for guaranteed enjoyment.” This narrative aimed to transform a transactional interaction into an enhancement of the travel experience itself. Targeting was primarily executed through United’s existing customer database. This involved segmenting passengers based on their booking class, past purchase history (e.g., those who frequently bought in-flight meals or premium drinks), and loyalty program status. For example, MileagePlus Premier members received early notifications and occasional bonus offers to incentivize adoption. We also deployed geo-fenced mobile ads targeting passengers within a 5-mile radius of the departure airports on the pilot routes, specifically those who had already checked in for a United flight. This precision ensured that our message reached the most relevant audience at a critical decision-making juncture.

What Worked: Data-Driven Successes

The pilot program yielded several positive outcomes, particularly in its ability to drive ancillary revenue. The most significant success was a 12% increase in ancillary revenue per passenger on the targeted flights, more than doubling our initial projection of 5%. This substantial uplift clearly demonstrated passenger appetite for the pre-order option. Our click-through rate (CTR) on in-app push notifications, a primary channel for reaching active travelers, stood at 2.3%. This figure is notably strong for the airline industry, where typical in-app CTRs hover around 1.5% for promotional messages, according to a recent report by eMarketer. This higher engagement points to the effectiveness of the “guaranteed selection” messaging, which resonated more strongly than early iterations focused on “early access.” We conducted an A/B test on this specific messaging, and the “guaranteed selection” variant led to a 1.5 percentage point higher conversion rate directly from the notification to the pre-order platform. Email campaigns also proved effective, generating an average open rate of 28% and a conversion rate of 4.1% for passengers who clicked through to the pre-order page. These emails were segmented based on travel class and historical purchase data, ensuring high relevance. For example, passengers booked in Economy Plus on longer flights received emails highlighting premium meal options, while those on shorter flights saw snack and beverage bundles. The cost per conversion (CPL) for the entire pilot program averaged $3.20. This was calculated by dividing the total marketing spend ($750,000) by the number of successful pre-orders (approximately 234,375, based on the revenue uplift and average order value). This figure is highly competitive within the travel sector, where acquiring a single customer often costs significantly more, especially for direct bookings. The efficient spend can be attributed to the highly targeted nature of the campaigns and the strong existing relationship United has with its customer base. From a public relations standpoint, the program generated positive sentiment on social media. Passengers shared positive experiences about the convenience of having their items waiting for them, and several travel bloggers highlighted the initiative as an example of airlines improving the customer journey. This organic buzz, while difficult to quantify precisely, contributed to brand perception and word-of-mouth marketing.

What Didn’t Work: Challenges and Learnings

Despite its successes, the pilot program encountered several hurdles. The most prominent issue was operational complexity at smaller airports within the pilot network. While major hubs like ORD had strong catering and logistics infrastructure to handle pre-orders, smaller regional airports sometimes struggled with last-minute changes or unexpected inventory shortages. This led to a fulfillment error rate of 0.8%, meaning nearly 1 in 100 pre-orders had an issue (missing item, incorrect item, or late delivery). While this might seem small, it directly impacted customer satisfaction and generated negative feedback for those affected. We learned that scaling such a program requires a uniform level of operational readiness across all participating stations, not just the largest ones. Another area that underperformed was awareness among infrequent flyers. Our reliance on existing customer data and in-app notifications meant that passengers who flew only once or twice a year, and did not regularly engage with the United app, often missed the pre-order opportunity. This resulted in a lower adoption rate among this segment compared to our more frequent fliers. We initially projected a 15% adoption rate across all passenger types on pilot routes, but for infrequent flyers, this figure was closer to 8%. This suggests a need for broader top-of-funnel marketing efforts, perhaps through travel agent channels or general travel planning websites, to capture this segment more effectively. The initial creative also suffered from a slight disconnect in some instances. While the aspirational messaging worked well, some feedback indicated that passengers wanted more practical information upfront, such as a clear list of available items and their prices, before committing to browsing. We observed a drop-off rate of 35% on the initial pre-order landing page when users had to navigate multiple clicks to see the full menu. This highlighted the need for a more intuitive user interface that prioritized information accessibility.

Optimization Steps and Future Outlook

Based on the pilot’s findings, United implemented several key optimizations. To address the operational challenges, a new “Pre-Order Readiness Checklist” was introduced for all participating airport operations teams. This checklist mandates specific staffing levels, inventory management protocols, and contingency plans for last-minute changes. We also integrated real-time inventory data from catering partners directly into the pre-order platform, allowing for dynamic adjustments to available items and preventing overselling. This system is now undergoing rigorous testing in a controlled environment before a wider rollout. For marketing, personalization became a central focus. We began using machine learning algorithms to provide personalized recommendations based on a passenger’s flight duration, destination (e.g., offering cold beverages for flights to warmer climates), and past purchase history. This approach has already shown promising results, reducing the cost per conversion by 18% within the first three months of its implementation, bringing it down to approximately $2.62. This was achieved by presenting more relevant options to individual passengers, leading to higher conversion rates from impressions. We also revamped the user interface of the pre-order platform, reducing the number of clicks required to view the full menu and making pricing information more transparent. A “quick order” feature for frequently purchased items was added, simplifying the process for returning users. These UI improvements led to a 10% reduction in bounce rate on the pre-order page. Looking ahead to 2026, United plans to expand the pre-order program to include a wider range of domestic and eventually international flights. The insights gained from this pilot are invaluable. The initial program taught us that while the core concept of pre-ordering resonates strongly with travelers seeking convenience, successful implementation hinges on careful operational planning and a highly personalized, data-driven marketing approach. The next phase will likely explore partnerships with local businesses at destination airports, allowing passengers to pre-order items for pickup upon arrival, further extending the convenience factor and opening new revenue streams. The journey to a truly smooth travel experience is iterative, and this pilot proved that strategic, data-backed adjustments are essential for sustained growth.

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