Aug. 31--Passengers on the flight from San Francisco were shuffling off the plane when a smiling attendant pulled one aside and gently ushered him to a special staircase that led directly to the tarmac.
There, a driver in a black suit took Chris McGugan's carry-on luggage and opened the door to a silver Mercedes-Benz S500. The California technology executive eased into the sedan's leather seats for a brisk ride to another terminal, where he would catch his flight to Atlanta.
"This is outstanding," he said. "It's the fastest way I've ever connected at an airport."
United Airlines' new exclusive tarmac service, which launched at Bush Intercontinental Airport in July, saved McGugan close to half an hour. He avoided the winding hallways of Bush Intercontinental Airport, the luggage-laden crowds and the crowded train ride to the new terminal. The Mercedes made the trip in less than five minutes.
McGugan, who flies between 200,000 and 300,000 miles each year, is a member of United Airlines' Global Services, an invitation-only program for an elite subset of the airlines' highest-paying customers. Since he was invited to join two years ago, he has grown accustomed to the special treatment, which also includes shorter lines and free upgrades, food vouchers and golf cart rides to the gates.
He wasn't expecting the Mercedes ride at Bush, but it was hardly a shock.
"You never know what surprising, quirky things will happen at the airport," he said.
Making connections
This summer, United began offering the tarmac transportation services for its Global Services members and select first-class customers connecting in Houston and in Chicago. The program prioritizes connecting customers who, because of delays, may otherwise miss their connections.
It cannot be reserved or requested but instead is designed to "delight" top customers who might be anxious about missing a connecting flight, United spokeswoman Mary Clark said.
Analysts say special programs or services have emerged as airlines maintain loyalty from their top-tier customers. The treatment might seem lavish to the typical traveler, who expects gridlock, long lines and general stress.
One analyst suggests that while it makes business sense to keep the top customers happy, airlines run the risk of alienating the customer base who might see the special treatment as a "slap in the face."
United averages about 16 of the luxury transfers a day now but hopes to boost that to 22.
In 2011, Delta Air Lines launched a program escorting top customers to their connecting flights in a Porsche. Lufthansa, Air France and other airlines offer similar services for first-class customers at their largest hubs.
Other global airlines, such as American, have added other elite customer service programs for top-spending customers. These programs, as well as frequent-flier services, typically include free checked bags, priority boarding, complimentary upgrades, better customer service and discounted or free access to lounges.
The best customers
The programs target a key customer base.
Ed Perkins, contributing editor to SmarterTravel.com, said a small number of travelers account for a disproportionate amount of airlines' business. He said airlines are not interested in providing special service to the casual traveler, who would readily change airlines to save perhaps a dollar in fare.
"It's a matter of being really, really nice to your really, really good customers," Perkins said. "It shouldn't come as a surprise to anybody."
In Houston, a dedicated United team utilizes software to cater to its Global Services customers. The team works to arrange the flights, and knows when these fliers will land and how to improve their experience.
The requirements for receiving an invitation to join Global Serivces are unclear. United does not reveal how many miles or dollars it takes to reach the top status.
'The most need'
Stephen Tompkins, United's supervisor for operations over Houston's Global Services, said the airline tries to give individual assistance to members and be aware of their circumstances as they arrive in Houston.
"We monitor their flights, who is traveling, who has the most need," Tompkins said. "We look for anyone with a special need."
He said Global Services isn't necessarily focused on celebrities or government officials, but people who support the company.
Help for the masses?
Still, Henry Harteveldt, a travel industry analyst with Hudson Crossing, said special treatment, such as the Mercedes service, could alienate other customers.
"I respect it as a business decision, to do something extra for its top customers," said Harteveldt, a former Global Services member. "What concerns me is what steps can any airline take, especially when connections are tight, to facilitate for its other customers."
He said United runs the risk of demeaning the value of casual travelers and other frequent fliers. Some travelers could fly up to 100,000 miles or more a year but might not be buying the high-value fares and therefore do not receive many of the perks.
Even priority boarding could send a psychological message to other customers, he said.
"There is nothing wrong with saying, 'We are going to do something extra for these people,'?" Harteveldt said. "But everyone else is left in the lurch. They subtly remind them they are less important. It is very much an experience of, 'This is for the haves, and the rest is for the not-so-haves.'?"
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