United Airlines has recently come under fire for their decision to sell customer data to companies for the purpose of targeted advertising. This move has raised many privacy concerns among their frequent flyers, myself included. The initiative, known as Kinective Media, allows advertisers to push personalized messages through various channels such as the United app, website, in-flight entertainment screens, lounges, and airports. While United assures that the data being sold is anonymized and not personally identifiable, the idea of commoditizing their flyers in this way is unsettling.
The data being provided to advertisers includes anonymized demographics such as age group, city of residence, and flight information. This information is then used to target advertisements based on the traveler’s destination and purpose of the trip, whether it be for business or leisure. For example, if a passenger is heading to Chicago, they may start seeing ads for local hotels, events, or merchants as they check in on the United app. In-flight entertainment screens, including seatback screens and streaming services, also present opportunities for advertisers to reach passengers during their journey.
While it is understandable that the airline industry operates on thin profit margins and must find ways to generate revenue, the selling of customer data for targeted advertising raises ethical concerns. There are other ways for United to differentiate themselves and enhance the travel experience without resorting to such tactics. Industry analyst Bob Mann suggests that United should focus on optimizing their daily flight operations to improve customer outcomes and employee quality of work-life, rather than selling customer data for profit.
United faces stiff competition from airlines like Delta, who have consistently outperformed them in key areas such as on-time performance. Instead of relying on selling customer data for targeted advertising, United should focus on improving their operational efficiency and customer service to attract and retain premium travelers. Offering services such as on-time flights, reduced delays, and improved in-flight experiences can set United apart from competitors without compromising passenger privacy.
One positive aspect of this initiative is that United Airlines allows U.S. residents to opt out of receiving targeted Kinective Media advertisements on their website. This gives passengers the choice to protect their privacy and avoid being targeted by advertisers based on their travel data. However, the fact that customers must actively opt out of this program raises questions about consent and transparency in the use of customer data.
United Airlines’ decision to sell customer data for targeted advertising raises privacy and ethical concerns among travelers. While the airline industry is competitive and profit-driven, there are alternative ways for United to enhance the travel experience and attract premium travelers without compromising passenger privacy. By focusing on operational efficiency, customer service, and ethical business practices, United can differentiate themselves in the market and build customer loyalty without resorting to selling customer data.