Relaxing in a United Airlines Club lounge is now going to cost airline regulars much more.
United is overhauling its lounge membership program, reducing amenities and increasing the cost to enter the dozens of United Clubs worldwide, including locations in Tokyo, Chicago and Los Angeles.
At a time when lounges are more in demand than ever, United travelers who purchase annual memberships can now expect to pay more for less.
A United Club membership previously included unlimited visits to United Clubs worldwide, entry for two guests — either two adults or one adult and dependent children under 21 — and access to participating lounges belonging to other airlines in the Star Alliance, the international group to which United belongs. Prices varied depending on loyalty status, ranging from $550 or 75,000 miles to $650 to 85,000 miles annually. For United Club credit card holders, who pay a $525 annual fee, club membership has been free.
Now, United is introducing a two-tiered membership plan. The individual membership, which allows one member unlimited entry only to United Club locations, will cost $750 or 94,000 miles. The All Access membership will be $1,400 or 175,000 miles and covers two adults (or an adult and dependent children) and provides entry to Star Alliance and other partner lounges. Discounts are available for elite status holders.
The airline said in an email to customers that the Club membership changes were designed to “keep improving your experience,” noting that the new tiers were “tailored to your travel needs.” The new policies go into effect Monday, but current members won’t see immediate changes; their benefits remain until their membership expires.
While the United Club membership will remain complimentary for United Club or United Club Business cardholders, they will get entry for one guest and dependents under 18 at United Clubs, but not at Star Alliance and other partner lounges. Cardholders will unlock All Access membership if they spend $50,000 on their cards each year, or if they are elite status holders with the airline.
The popularity of airport lounges has increased in recent years, perhaps fueled by the pandemic and traveler desire for more physical space.
Travelers are visiting lounges in greater numbers and even arriving at the airport earlier to enjoy these spaces, said Jeremy Dalkoff, a vice president at Collinson International, a company that operates Priority Pass lounges and other lounge locations. Collinson reported 30 percent growth last year in lounge and travel experience visits, including sleep and spa bookings, compared to the same period in 2023.
Some travelers have complained that lounges are overcrowded and no longer feel exclusive. That has led some operators to restrict who can enter and how often they can visit. In February, Delta Air Lines introduced new restrictions for its Sky Club lounges, limiting cardholders who previously had unfettered entry. As of January, Capital One no longer gives certain cardholders free entry to its lounges.
At the same time, operators such as other credit card-issuing banks have entered the industry or opened more lounges, and are competing with airlines for travelers. Last year, Chase Sapphire opened lounges in Phoenix and San Diego and, more recently, it opened one in Philadelphia. Capital One opened a lounge in Las Vegas last month.
About 40 percent of lounge visits are driven by co-branded credit cards like those offered by the airlines, followed by 35 percent of entries from a lounge membership, according to a March 2024 analysis by industry consulting firm IdeaWorks. Day pass visits generally represent the smallest slice of lounge visits.
Lounges are “becoming branding icons to attract premium class passengers and to grow co-branded credit card portfolios,” the report said.
The post The New Lounge Play: Charge More, Offer Less appeared first on New York Times.
