Northwest Modifies Coach Choice TestNorthwest Airlines last month modified its Coach Choice pay-for-seating test by enabling its most elite frequent travelers to reserve preferable seats sans the $15 fee. Northwest Airlines in March launched an "open-ended" test to see if travelers would pay a premium for reserved aisle and exit row seats and initially levied the charge on all customers, including WorldPerks Elite members
(BTN, April 3). The carrier is testing its Coach Choice concept on 5 percent of its U.S. seat inventory, allowing customers to reserve such favored assignments 24 hours prior to departure. "WorldPerks Elite and SkyTeam Elite members can select Coach Choice seats free of charge on nwa.com or through a Northwest self-service check-in kiosk 24 hours prior to departure," the carrier stated on its Web site. Other airlines rejected the Coach Choice concept, largely on the grounds that it could ostracize their most frequent flyers. Continental Airlines president Jeff Smisek during last month's Corporate Travel World show in New York—before Northwest modified Coach Choice—said, "I don't think you should penalize your very best customers and charge them a little bit more for seats that, frankly, they should get by buying your tickets." Northwest considers the Coach Choice initiative in test mode, but the carrier later this year will look to expand it internationally. "Coach Choice will be introduced on flights between the U.S. and Canada, Mexico and the Caribbean in summer 2006. Transpacific and transatlantic Coach Choice is under consideration."
United Overhauls Frequent Flyer ProgramUnited Airlines this year is making a series of changes to its Mileage Plus frequent traveler program, modifying redemption levels while reserving a percentage of award seats "on every flight to every international and domestic United destination through March 15, 2007, the end of United's current ticket booking window." Although the carrier beginning Oct. 16 plans to raise the number of miles to redeem "many Standard and select Saver Awards" to 50,000 from 40,000, United is lowering the number of miles on many short-haul flights—those under 700 miles—to 15,000 from 25,000. Also effective this fall, United will begin levying fees on reward tickets booked outside of the 14-day advance purchase range. Mileage Plus members will have to pay $75 on tickets booked less than seven days out, and $50 on tickets purchased between seven and 14 days in advance. United's most frequent flyers—1K Mileage Plus and Global Services members—will avoid any such booking fees. "These program changes are consistent with the award levels and fees of other major airline programs," said Kenneth Feldman, United vice president of loyalty and e-commerce.