United Airlines Says It Lost $2 Billion in 3 Years Since Waiving Change Fees for Flights The company announced that over 10 million customers have taken advantage of the new policy since 2020.

By Emily Rella

Opinions expressed by Entrepreneur contributors are their own.

United Airlines' decision to scrap flight change fees three years ago wasn't exactly a cost-effective move — and now the airline says it is paying the price.

On Tuesday, the company announced that it had missed out on an estimated $2 billion since deciding to waive the $200 change fee for economy and premium ticketed passengers (though basic economy passengers still have to pay).

"This simple policy change has had a dramatic impact on our customers and the overall experience of flying United," said Linda Jojo, United's chief customer officer, in a company release. "You can book with confidence knowing that even if your – or your teams' – plans change, United has your back."

Related: Leaked United Airlines Memo To Flight Staff: No Cell Phones

The airline said that over 10 million customers have taken advantage of the new policy since it began in 2020, including 3.6 million changing the time of their flight and 1.5 million changing their departure or arrival airport.

'Coach Taylor' Stars in United's Super Bowl Commercial

The news comes on the heels of United's Super Bowl commercial, which will premiere Sunday during the big game, starring "Friday Night Lights" actor Kyle Chandler.

In the ads, Chandler channels his famed Coach Taylor character and encourages fans "to believe in their team and book a United flight to next year's game in New Orleans, without worrying about change fees" and "encouraging them to dream big about their team's chances next season," United said in the statement.

The market-specific television ads will target Kansas City, Cleveland, and Houston, while Chicago and Denver will be blitzed on social media. A general television ad will air in Chicago, Denver, Baltimore, Orlando, Colorado Springs, and Cincinnati.

United posted strong earnings for Q4 2023, finishing with a near 10% increase in operating revenue from the same time last year.

Related: United Airlines Is Rolling Out Mobile Vouchers For Disrupted Flyers

"Our plans really came together in 2023, and I want to thank the United team for all of the hard work it took to get us there," said United Airlines CEO Scott Kirby in an earnings release. "Looking ahead, we expect these trends to continue and United is incredibly well positioned to capitalize on them and to deliver on our short and long-term financial targets."

United Airlines was down just over 18% in a one-year period as of Wednesday afternoon.

Emily Rella

Senior News Writer

Emily Rella is a Senior News Writer at Entrepreneur.com. Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Zillow Predicts These 10 Places Will Have the Hottest Housing Markets in 2025

Zillow predicted that the hottest housing market of 2025 will be Buffalo, New York. Here's why.

Growing a Business

Entrepreneurs Should Invest in Service, Not Just Sales — Here's How to Build a Customer-First Business

A customer-first business strategy that prioritizes exceptional service, empowers employees and leverages feedback can transform satisfied customers into loyal advocates, driving sustainable, long-term growth.

Business News

These Are the 10 Highest-Paying Jobs That Only Require a 2-Year Degree — With Some Around $100,000 and Higher

People with two-year degrees may see career growth in the healthcare, aviation, and technology industries over the next 10 years, according to a new report.