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 charge for economic system and premium ticketed passengers (although fundamental economic system passengers nonetheless should pay).

“This straightforward 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 may guide with confidence understanding 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 Industrial

The information comes on the heels of United’s Tremendous Bowl industrial, which is able to premiere Sunday throughout the massive recreation, starring “Friday Evening Lights” actor Kyle Chandler.

Within the adverts, Chandler channels his famed Coach Taylor character and encourages followers “to imagine of their group and guide a United flight to subsequent yr’s recreation in New Orleans, with out worrying about change charges” and “encouraging them to dream massive about their group’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 shall be blitzed on social media. A normal tv advert will air in Chicago, Denver, Baltimore, Orlando, Colorado Springs, and Cincinnati.

United posted robust earnings for This fall 2023, ending with a close to 10% enhance in working income from the identical time final yr.

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“Our plans actually got here collectively in 2023, and I need to thank the United group for all the exhausting work it took to get us there,” mentioned United Airways CEO Scott Kirby in an earnings launch. “Wanting forward, we count on these developments to proceed and United is extremely effectively 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.