Name: Tom O’Toole
Title: Senior vice president, marketing and loyalty, and president, MileagePlus
Company, city: United, Chicago
Number of employees: More than 85,000
Recent project: Introducing new product features, a new brand advertising campaign, expanded digital channels, onboard WiFi and updated onboard media
First job: Movie theater usher
Little-known fact about you: I like football and cars.
Your Business
Essential business philosophy: Decide what needs to be done and do it.
Best way to keep a competitive edge: Get out of the office and into the world.
Yardstick of success: Credibility
Tom O’Toole as a Traveler
What is the most important item you take when traveling? My iPad
How do you spend your time on board? Reading
What is your favorite restaurant in the world? Tidepools on Kaua’i, Hawaii
What is your favorite destination in the world? Kaua’i, Hawaii
About United
What is new at United? United is undergoing an exciting period of transformation. Recently we launched our largest brand advertising campaign in more than a decade, reinterpreting the classic “Fly the Friendly Skies” message to reflect today’s traveler. The updated positioning—focused on being “flyer friendly”—highlights the integration of technology, product improvements and enhanced customer experience.
To build the world’s leading airline we are investing across the network: service training, new digital channels, modern aircraft, global satellite WiFi, premium lie-flat seating, Economy Plus, expanded overhead bins, onboard power outlets and refreshed onboard media. We are also expanding and renovating United Clubs and improving gate areas to create a more consistent, comfortable experience for customers.
What new MileagePlus initiatives has United launched? MileagePlus continues to lead the industry as a robust frequent-flyer program. Global Traveler readers named MileagePlus the world’s best frequent-flyer program in 2013 for the 10th consecutive year, and IdeaWorksCompany’s study recognized MileagePlus for offering the most saver-award availability among major U.S. global carriers.
In 2013 we launched RewardsPlus with Marriott, the largest-ever combination of frequent-traveler programs at the time, offering reciprocal elite status between our top Premier members and Marriott’s top customers. We partnered with Mercedes‑Benz USA to provide incentives to MileagePlus Premiers purchasing or leasing select new Mercedes‑Benz models and to offer tarmac-transfer service to many Global Services members connecting at our largest hubs. We also introduced the MileagePlus Small Business Network, enabling businesses as well as individuals to earn and redeem miles. These initiatives represent a portion of our ongoing work to add value for members, with more developments planned.
What is the most challenging aspect of keeping your frequent-flyer program innovative? The primary challenge is advancing United’s commercial objectives and the loyalty program in economically sustainable ways while executing new initiatives at scale. Equally important is designing and delivering benefits that meet the needs of our very broad and diverse customer base.