United Airways’ choice to scrap flight change charges three years in the past wasn’t precisely an economical transfer — and now the airline says it’s paying the value.

On Tuesday, the corporate introduced that it had missed out on an estimated $2 billion since deciding to waive the $200 change price for financial system and premium ticketed passengers (although primary financial system passengers nonetheless must pay).

“This easy coverage change has had a dramatic impression on our clients and the general expertise of flying United,” mentioned Linda Jojo, United’s chief buyer officer, in a firm launch. “You possibly can guide with confidence figuring out that even when your – or your groups’ – plans change, United has your again.”

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The airline mentioned that over 10 million clients have taken benefit of the brand new coverage because it started in 2020, together with 3.6 million altering the time of their flight and 1.5 million altering their departure or arrival airport.

‘Coach Taylor’ Stars in United’s Tremendous Bowl Business

The information comes on the heels of United’s Tremendous Bowl business, which can premiere Sunday throughout the large sport, starring “Friday Evening Lights” actor Kyle Chandler.

Within the adverts, Chandler channels his famed Coach Taylor character and encourages followers “to consider of their workforce and guide a United flight to subsequent 12 months’s sport in New Orleans, with out worrying about change charges” and “encouraging them to dream large about their workforce’s probabilities subsequent season,” United mentioned within the assertion.

The market-specific tv adverts will goal Kansas Metropolis, Cleveland, and Houston, whereas Chicago and Denver might be blitzed on social media. A common tv advert will air in Chicago, Denver, Baltimore, Orlando, Colorado Springs, and Cincinnati.

United posted sturdy earnings for This autumn 2023, ending with a close to 10% improve in working income from the identical time final 12 months.

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“Our plans actually got here collectively in 2023, and I wish to thank the United workforce for the entire arduous work it took to get us there,” mentioned United Airways CEO Scott Kirby in an earnings launch. “Wanting forward, we count on these traits to proceed and United is extremely nicely positioned to capitalize on them and to ship on our quick and long-term monetary targets.”

United Airways was down simply over 18% in a one-year interval as of Wednesday afternoon.