United Airlines is asking corporate clients to help grow loyalty program membership as part of its new contracting process.

"Because we do value our frequent flyer program, it is a consideration when we look at other things we might give that corporation, whether it be discounts, Jetstream [soft-dollar] funds or other things they want in the area of the traveler experience," said United vice president of sales strategy and effectiveness Glenn Hollister. "There is not a direct tie-in between enrolling people in the frequent flyer . . .

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