United Airlines Raises Lounge and Credit Card Fees, Tests Loyalty with Premium Perks

United Airlines is raising the bar—and the price tag—for travelers seeking premium perks. The U.S. carrier announced sweeping changes to its United Club lounge memberships and co-branded credit card offerings this week, signaling a strategic pivot to capitalize on consumer appetite for luxury travel experiences.

Two-Tier Lounge Memberships: A Pricey New Normal

Effective immediately, United is introducing a two-tier pricing structure for access to its United Club airport lounges. Individual memberships, which now cost $750 annually or 94,000 United MileagePlus points, will only grant lounge access to the cardholder. For travelers wishing to bring up to two guests, the price increases to $1,400 annually or 175,000 miles—more than double the previous rate of $650 that included guest access.

Existing members will maintain their current benefits until their annual term expires, but the new pricing reflects a growing effort by airlines to manage lounge overcrowding while boosting ancillary revenues.

Credit Card Annual Fees Rise—With a Sweetener

United’s suite of co-branded credit cards is also seeing a hike in annual fees. However, each increase comes with a slate of new perks aimed at softening the blow:

• United Explorer Card: Annual fee jumps from $95 to $150, with a $60 rideshare credit added.
• United Quest Card: Annual fee moves from $250 to $350, offering $100 in rideshare credits, two free upgrades to Economy Plus seating, and $200 in United travel credits.
• United Club Infinite Card: Climbs from $525 to $695, now bundling in a full United Club membership, $150 rideshare credit, and a path to earn Premier 1K elite status through qualifying spending and bonus points.

These changes apply to new applicants starting immediately. Existing cardholders will gain the new benefits right away, though their fee adjustments will take effect upon renewal.

Strategic Shift to Premium Revenues

Richard Nunn, CEO of United’s MileagePlus loyalty program, acknowledged the steeper prices but defended them as offering tangible value. “Yes, there are fee increases, but we were very, very cognizant of ensuring that the value increments and the benefits that are delivered outweigh any increase in the cost of those cards,” said Nunn.

The updates come amid industry-wide shifts. Airlines have increasingly leaned on loyalty programs and premium services for profitability. With checked baggage, seat selection, and lounge access all subject to rising fees, co-branded credit cards have emerged as a key way to bundle perks and drive consumer engagement.

Growth in Loyalty, Revenue, and Competition

Over the past two years, United has added approximately 17 million new MileagePlus members. Last year, the airline reported $3.49 billion in “other” revenue—up 10% from the prior year—largely fueled by spending from co-branded credit cards, lounge memberships, and other non-ticket partnerships.

The revamped benefits and pricing structure not only aim to reduce lounge congestion but also encourage more consumers to sign up for premium cards, driving both loyalty and revenue.

As the battle for high-value customers intensifies, United’s changes are a clear signal: premium travel is evolving, and exclusivity now comes with a higher cost—and a few more perks.

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