My ideal travel experience would most likely include a personal airline check-in agent, bypassing long security lines and getting first-class service while resting in a roomy, comfortable seat on the plane. Should delays arise, a notification call with my options or access to a luxurious club at the airport would be added benefits.

Travelers such as Tom Stuker enjoy that ideal setup, earning it by flying more than 10 million miles — the equivalent of flying around the world 400 times —with United Airlines. Stuker, an auto sales consultant from the Chicago area, has taken more than 6,000 flights with United over the last 30 years, racking up an astounding 50 million frequent-flyer miles.

Stuker originally chose United because it was his hometown airline and it offered more non-stop flights than other airlines. He stuck with United because of its attention to detail and customer service, which isn’t just reserved for elite passengers. Like a large majority of travelers, Stuker started out flying in economy.

As his miles climbed, he was eventually invited into the most exclusive club at United, the Global Services Club. It is reserved for a very small percentage of the airline’s top customers and is by invitation only. While the exact requirements are not stated, the invitation is based on money spent, not miles or flights logged. If you have to ask, you probably are not even close to being included. With more than 10 million miles, Stuker is at the head of the class.

Stuker’s travel experience usually starts the day prior to his flight, when a Global Services representative calls him to confirm his flight or notify him of any changes. At Chicago O’Hare International Airport, his hometown airport, Stuker walks past all
the regular customers waiting in line at the United counters and enters a special lobby area for Global Services members through an unmarked door; inside, he is greeted personally by a special United representative who checks him in quickly.

When he leaves the area, he is immediately at the front of the security line, where he must go through the standard security process. (Global Services members are not exempt from safety regulations.)

If he is running late, a cart is waiting to drive him to his departure gate. If he is early, he can wait in one of the three Red Carpet Clubs at O’Hare. The clubs feature snack and beverage service, complimentary WiFi and comfortable seating in a quiet, stress-free environment. One also has a shower facility, complete with an array of standard personal care products.

In Los Angeles, the lounge staff has a Bacardi and Diet Coke waiting for Stuker and prepares a doggie bag of chips and guacamole for his next flight. Los Angeles and Chicago are his two most frequently visited airports and, coincidentally, two of his favorites.
All of these perks are nice, but the special treatment kicks into high gear when there are flight problems or changes. Stuker will get a call alerting him of the situation and the options available. If a flight is delayed and a connecting flight will be missed, a United agent will rebook him on the next best flight and will be waiting for Stuker at the gate with a new boarding pass. He is personally escorted, on a cart if the time crunch necessitates, to the new gate.

Stuker’s favorite perk — and the reason he keeps flying United — is an intangible. “They treat me like family, and they always have. They do the little bitty things, giving me
more than I am looking for.”

He added, “There might be ‘nicer’ accommodations elsewhere, but how much nicer do you need? It’s about service, and United’s service could not be better.”

While Stuker is United’s most-frequent flyer, these perks are offered to all Global Services members. The upper elite traveler is extremely valued in the marketplace. As Jeff Foland, president of Mileage Plus Holdings, affirmed, “We create value commensurate with the value they bring to us.”

If all of this sounds familiar, it is probably because it played out on the big screen in Up in the Air, the 2009 motion picture starring George Clooney as Ryan Bingham, whose personal goal was to earn 10 million frequent-flyer miles with American Airlines.

While the movie gave an accurate look at the logistics of elite flyers, it painted a rather dismal picture of Bingham. Unlike Clooney’s character, Stuker loves flying, feeling at home with the United staffers he now considers part of his family. The United staff returns the sentiment, greeting him by name and knowing his in-flight preferences.

The customer service center does not keep a strict personal profile on each Global Services member, but agents interact with each member so frequently, developing personal relationships, that they become familiar with any special needs or preferences.
United staffers know Stuker prefers familial interaction, but they also recognize when other travelers prefer a little more privacy. This type of specialized service creates a value for the customer, one that is returned to United through consistently high levels of travel.

According to Foland, the real goal is to “provide as seamless of a process as possible. It is a high-touch, high-level, special treatment.” United’s goal is to eliminate as many of the variables (and thus the stress) as possible.

Testifying to the results, Stuker said, “No matter what happens with my flights, I can just sit back and relax.”

The biggest challenge now is to incorporate Continental Airlines into the United fold. United is currently working to take the two separate technologies and combine them in 2012, with an emphasis on maintaining a consistent experience across the board at the new United. United is not prepared to announce all of the specifics yet, but Foland promised that “we won’t be straying far from our roots.” They will be looking at the next-generation technology to enhance their member opportunities and services.

“While we are very satisfied with our award-winning programs,” Foland added, “we aren’t satisfied with standing still.”

Everyone is curious and excited about the future announcements on what elite services and offers United will have and how it will compare to its competition. Elite travelers may make up the smallest percentage of all travelers, but they spend a disproportionately large amount of money and thus are key targets.

Most airlines offer some sort of perk system for elite travelers, but few promote it heavily. Either they do not want the competition to know or they do not want to give elite flyers a sense of entitlement — or perhaps they do not want to alienate their regular frequent flyers. The basic levels of membership are explained, but
the special perks remain a well-guarded secret.

The majority of frequent-flyer programs have a lot of perks in common. Most offer discounts on extra baggage fees, tiered waiting list prioritization and travel awards based on various factors.And most have unique perks.

American Airlines’ AAdvantage program features levels based on miles flown, points and flight segments. All elite levels get free checked bags, free priority boarding, free award ticket processing and some upgrades. At the Platinum level, among other perks, bags arrive first at the carousel, and members get access to international business-class lounges at a discounted rate. On the Executive Platinum level, travelers receive eight free upgrades a year.

British Airways offers the Executive Club program, which features three levels based on distance flown and ticket type. All levels promise seating and meal preferences stored and delivered when possible. Members at the Gold (top) level receive complimentary treatments at the Elemis Travel Spa whenever traveling through London Heathrow or New York’s JFK.

Qatar Airways’ Privilege Club has three levels based on points, which are earned according to destination and class of travel. Benefits at the Burgandy (lowest) level include priority wait list and standby. At the Silver level, members have access to the business class lounges and priority baggage handling. At the Gold (highest) level, a member and an accompanying guest have access to the first-class lounges.

Learning and understanding the different frequent-flyer programs can be a daunting task. Each program has multiple layers of benefits and requirements along with rules, restrictions and exclusions. Despite all of the potential perks and benefits, by the time one becomes an elite flyer, the foremost privilege is how one is treated throughout the travel process.

Stuker eagerly agreed, stating, “I know they are there watching my back, and I take comfort in that.”

When flying as much as Stuker or any Global Services member, the comfort level is more important than anything else. In the end, it comes back to what Foland stressed — personal relationships, interaction, care and details.