United Airlines chops elite benefit for top flyers in latest watering down of loyalty programs

Clearly, brand allegiance doesn’t pay like it used to.

United Airlines is getting rid of one of the biggest benefits previously offered to its top-tier loyalty program members.

Members of Premier 1K, United’s highest loyalty tier, received an email this week that the Chicago-based airline will nix the free Clear Plus membership perk, effective May 1.

Clear Plus, the paid membership that allows people to go around long check-in lines and avoid showing physical identification, costs $199 per year. Until now, United Premier 1K members received their membership free of charge.

Those who are already Clear Plus members who signed up for the complimentary benefit will be able to continue to use the service until the membership renews.

When that happens, Premier 1K members will instead get a $70 discount on the membership fee, which would bring their annual charge down to $129 per year.

Now, only United Global Services members will be able to receive free Clear membership.

No other changes will be made to Clear discounts for other Premier members or travelers who get discounted rates through United’s cobranded credit cards.

“United MileagePlus members receive discounted pricing for an annual CLEAR Plus membership,” a United spokesperson said in a statement, according to The Points Guy.

“Changes will be made to the pricing structure effective May 1 for any MileagePlus members either renewing their CLEAR Plus Membership or enrolling in the service for the first time.”

This leaves Delta Air Lines as the only airline to offer free Clear membership to top-tier flyers — those with Diamond Medallion status, as well as invite-only Delta 360 members.