PHOTO: © NICOLAS BATES
THE BASICS
Name: Luc Bondar
Title: President, United MileagePlus and Vice President, Marketing & Loyalty
Company, city: United Airlines; Chicago, Illinois
First job: At 14 I worked at a bottle shop carrying boxes to customers’ cars. My first career job was in retail sporting goods.
A LITTLE BIT MORE
What actor or actress would play you in a movie of your life?
Either Hugh Jackman or Chris Hemsworth.
What would you be doing professionally if you weren’t in your current industry?
Leading marketing for a global sports brand such as Nike, Adidas or Quiksilver.
What historical figure, dead or alive, would you love to have dinner with?
Bill Gates.
THE BUSINESS
What is your most recent project, and what was the inspiration behind it?
In recent years we’ve adapted quickly to industry challenges and introduced ideas that others have adopted. Our corporate development team developed a loyalty-backed finance model that raised nearly $7 billion by leveraging MileagePlus — an approach that has since been used by other carriers. We also eliminated change fees to give customers more confidence and flexibility when booking. During the pandemic we launched the CleanPlus platform, collaborating with partners such as Clorox and the Cleveland Clinic to evaluate and improve policies designed to reduce COVID-19 transmission. Every policy decision was grounded in science and focused on the safety and well-being of employees and customers.
What is your favorite aspect of the job?
It’s the people and the performance. I enjoy interacting with customers and meeting frequent flyers on flights. Our employees contribute great ideas, and I receive a broad range of feedback every day — from praise to constructive criticism — which keeps the work dynamic and rewarding.
What’s the biggest business risk you’ve ever taken?
I have a high tolerance for risk, and that has led me to take bold steps: provocative marketing campaigns, removing miles expiration, and eliminating change fees. Building a new model for loyalty-backed finance was also risky, but we had strong data to support it and a plan to execute. Big rewards usually require taking big risks.
Who is someone you admire professionally in the travel industry?
I’ve had the privilege of working with two exceptional leaders at United. Oscar Munoz demonstrated deep empathy and led transformational change to stabilize the company. Scott Kirby brings clarity and directness, and he’s committed to making United the best airline in the industry’s history.
AS A TRAVELER
Tell us about a travel nightmare:
I was stranded in the U.K. after the Icelandic volcano eruption. My flight was canceled the day I was due to leave, and I spent 13 days in a hotel trying to figure out how to get home.
Share a comical travel experience:
On the 13th day stuck in London, a colleague and I sat in a bar with our laptops and pieced together a complicated route: taxi, hotel night, ferry, taxi and train to reach Paris. I booked a connection from Paris to Barcelona so I could catch a flight home. Because U.K. sites wouldn’t sell the train tickets, I used a VPN to appear to be in France and navigated the French pages with Google Translate. Then the French rail system went on strike, and I ended up on a 14-hour bus to Barcelona with no toilets on board. I’d had a few beers before boarding, which made that long, uncomfortable ride even worse.
What is your preferred method of travel — planes, trains, automobiles, cruise ships — and why?
I love flying for the unique experience of moving between cultures and time zones on an incredible feat of engineering. Trains are wonderful too, especially long journeys that reveal changing landscapes and offer a different perspective on a country.
What has been the best example of customer service you’ve experienced during your travels?
When I travel with my family, I’m just another passenger, and I deeply appreciate the care our teams provide — particularly for families with young children. It’s the small acts of service that stand out: attendants helping customers in need and initiatives like Connection Saver, which automatically identifies departing flights that can be held to help connecting customers make their connections. Those details make travel easier and more humane.