Travelers who despise the middle seat now have a reason to smile when flying with United Airlines. Starting in March, the airline introduced a new feature in their mobile app that allows passengers to be automatically shifted from a middle seat to an aisle or window seat if they’ve indicated a preference for the latter.
This update leverages real-time seat availability, ensuring that preferences are accommodated as opportunities arise.
“The switch, which is free of charge, comes as airlines have been under fire in recent years for raising prices and adding extra fees, along with facing bad customer reviews and dangerous safety malfunctions,” according to a recent report by The Points Guy.
United Airlines: Enhancing the Boarding Experience
In addition to reconfiguring seating preferences, United Airlines has revisited its boarding procedures. The airline has reverted to its earlier boarding method, known as WILMA (Window, Middle, Aisle), which prioritizes passengers based on their seat location.
This method was initially dropped in 2017 following the introduction of basic economy seats and a new five-group boarding system that was dictated by limitations in the airline’s computer system.
United Airlines reveals a simple change to get you out of the middle seat https://t.co/7SxJrtidvq pic.twitter.com/hPeXbaiOox
— New York Post (@nypost) May 3, 2024
“Since United stopped using WILMA, boarding times have increased by 2 minutes,” a company spokesperson revealed in an internal memo. The recent changes aim to not only enhance comfort during the flight but also improve the efficiency of the boarding process, potentially reducing wait times and streamlining passenger flow.
App Integration and Future Goals
With approximately 3 million daily users of its app, United Airlines is optimistic that the new seat notification feature will attract more users and boost app downloads. This feature is part of a broader strategy to integrate more functionality into the app, making travel more convenient and responsive to passenger needs.
United’s proactive approach to addressing seat preferences and boarding priorities reflects a strategic response to the growing demand for personalized travel experiences and greater operational efficiency.
As the airline industry continues to evolve, United’s efforts to refine its service offerings underscore its commitment to remaining competitive and attentive to passenger preferences.
This new policy not only aims to enhance passenger comfort but also reflects United’s dedication to improving overall customer satisfaction—a crucial factor as airlines worldwide strive to recover from the challenges posed by increased competition and heightened consumer expectations.
