United’s Pre-Order Pilot: CX Data Wins in 2026

Understanding customer experience (CX) is paramount for airlines, especially in the competitive and often stressful airport environment. United Airlines’ recent pre-order pilot, which allowed passengers to order food and beverages before boarding, offers a compelling case study in how airport CX data can drive operational improvements and passenger satisfaction. This initiative demonstrates a clear pathway to enhancing the travel journey, proving that even small adjustments can yield significant results.

1. Define Clear Objectives and KPIs for Your Pilot Program

Before launching any CX initiative, establishing precise objectives and key performance indicators (KPIs) is non-negotiable. United’s pre-order pilot, for instance, wasn’t just about offering a new service. It aimed to tackle specific operational inefficiencies and enhance passenger satisfaction. Their primary objectives likely included reducing food waste, increasing ancillary revenue, and improving the overall boarding experience by minimizing in-flight transactions. For your own pilot, consider both quantitative and qualitative metrics. Quantitative KPIs might include conversion rates for pre-orders, average transaction value, and reduction in waste. Qualitative metrics could involve passenger satisfaction scores from post-flight surveys and anecdotal feedback about convenience.

Pro Tip: Don’t try to measure everything at once. Focus on 3-5 core metrics that directly align with your strategic goals. Overloading your pilot with too many data points can obscure valuable insights.

2. Implement a User-Friendly Pre-Order Interface

The success of any digital service hinges on its usability. United designed its pre-order system to be accessible through its existing mobile application, United App. Passengers could browse available items, make selections, and pay securely well in advance of their flight. An important element here was the clear presentation of menu options, dietary information, and pricing. Screenshots of the United App’s pre-order section would show a clean layout, intuitive navigation, and prominent “Add to Cart” buttons. The ability to modify orders up to a certain cutoff time, typically 24 hours before departure, also contributed to a positive user experience. This flexibility is key. Passengers appreciate the ability to change their minds, especially with travel plans.

3. Collect Complete Airport CX Data

Data collection during the pilot phase must be careful. United likely gathered several types of data points. Transactional data, for example, detailed what items were ordered, at what price, and by which passenger. This allowed for granular analysis of purchasing patterns. Operational data tracked inventory levels, waste reduction, and the efficiency of the delivery process. Critically, United also deployed targeted surveys to passengers who used the pre-order service. These surveys, often delivered via email post-flight, asked specific questions about ease of use, satisfaction with product quality, and perceived time savings. According to a eMarketer report from late 2025, personalized post-transaction feedback requests see a 15% higher response rate than generic surveys.

Common Mistake: Relying solely on aggregate data. While overall trends are useful, drilling down into individual passenger journeys and specific flight segments provides much richer insights. Don’t forget to segment your data by route, time of day, and passenger demographics.

4. Analyze Data for Actionable Insights

Raw data is just numbers. Its value emerges through analysis. United’s team would have analyzed their collected airport CX data to identify trends, pain points, and opportunities. For instance, if certain routes consistently showed higher pre-order rates for specific meal types, this could inform future menu planning. High abandonment rates at the payment stage might indicate friction in the checkout process, prompting UI/UX adjustments. One significant finding from similar airline pilots, as noted by industry analysts, is the direct correlation between pre-order availability and a reduction in onboard service time, freeing up cabin crew for other passenger needs. The analysis should also cross-reference pre-order data with flight delays or operational disruptions to understand their impact on customer satisfaction.

5. Iterate and Refine Based on Feedback

A pilot program’s purpose is to test and learn. United’s success in this area stemmed from its willingness to iterate. Early feedback might have highlighted issues like limited payment options or insufficient menu variety. Addressing these points promptly, perhaps by integrating additional digital payment methods or collaborating with local airport vendors for more diverse offerings, shows responsiveness. The continuous cycle of data collection, analysis, and refinement is what transforms a pilot into a scalable, successful program. This might involve A/B testing different menu layouts or promotional messages to see which drives higher engagement. It’s not a one-and-done process. The market and customer preferences evolve, and your system must evolve with them.

I’ve seen many companies launch a pilot, gather data, and then fail to act on the findings. That’s a waste of resources. The real value is in the continuous improvement loop, making small, impactful changes based on what the data tells you. For example, if your data shows a significant drop-off in pre-orders for early morning flights, consider offering breakfast bundles at a slight discount to incentivize purchases. That’s a specific action driven by data, not just a hunch.

6. Integrate Pre-Order Data with Loyalty Programs and Marketing Efforts

The true power of airport CX data from a pre-order pilot extends beyond just improving a single service. United likely integrated this data with its MileagePlus loyalty program. This allows them to identify high-value customers, understand their preferences, and offer personalized promotions or recommendations for future flights. Imagine a passenger who frequently pre-orders a specific coffee. United could send a targeted promotion for a complimentary pastry with their next coffee pre-order. This kind of personalized marketing, driven by real behavioral data, can significantly boost customer loyalty and ancillary revenue. According to IAB insights from early 2025, personalized marketing campaigns deliver an average ROI of 122% compared to non-personalized campaigns.

This integration also provides valuable insights for broader marketing strategies. If data shows a strong preference for healthy snack options among business travelers on certain routes, United’s marketing team can highlight these offerings in their communications. It’s about using every touchpoint to build a richer customer profile and deliver more relevant experiences.

7. Scale and Monitor Performance

Once the pilot demonstrates success and the system is refined, the next step is to scale the program across more flights and airports. This expansion requires careful planning, strong infrastructure, and continuous monitoring. United would be tracking the same KPIs established in step one, but now across a much larger dataset. Regular performance reviews, perhaps quarterly, ensure that the expanded service maintains its effectiveness and continues to meet its objectives. These reviews should also look for new trends or unexpected challenges that emerge with broader adoption. The goal is to ensure the positive results observed in the pilot translate into sustained improvements across the entire operation. This means investing in scalable technology solutions and training ground staff and cabin crew on the new processes.

United’s pre-order pilot exemplifies how a data-driven approach to customer experience can yield tangible benefits, from operational efficiencies to enhanced passenger satisfaction. By carefully defining objectives, implementing user-centric solutions, and continuously analyzing feedback, airlines can transform the travel experience.