United Airlines explores link between happiness and vacation planning

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United Airlines explores link between happiness and vacation planning

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Dr. Laurie Santos, Cognitive Scientist | Official Website

By Sky Industry News

Feb 10, 2025

United Airlines has teamed up with Dr. Laurie Santos, a cognitive scientist and host of The Happiness Lab podcast, to explore the connection between happiness and vacation planning. A recent survey by United reveals that 70% of Americans find joy in booking flights for vacations, with many preferring new experiences over material possessions.

Dr. Santos explains, "Planning a vacation can give you an unexpected happiness bump because experiences matter for our well-being more than we expect." She highlights that the anticipation of travel provides a lasting happiness boost, from planning to reminiscing about the trip.

In line with these findings, United Airlines is promoting its exclusive direct services to 25 international destinations by offering bonus miles for bookings made on National Plan for Vacation Day. This initiative aims to encourage travelers to explore new places while rewarding them with additional MileagePlus miles.

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According to United's survey, 68% of respondents need something to look forward to in January. The research suggests that travel-related purchases bring more joy than buying material items such as clothing or electronics. Dr. Santos notes, "As humans, we are delighted by the novelty of the unknown."

United Airlines continues expanding its global reach with over 360 destinations worldwide and plans for new routes this summer. Patrick Quayle, Senior Vice President of Global Network Planning and Alliances at United Airlines, states, "No other airline gives customers nonstop access to as many unique international destinations and experiences from the US as United."

On National Plan for Vacation Day this year, United launched a special promotion offering bonus miles for trips booked from the US to select international locations. This effort aims to inspire vacation planning and reward customer loyalty through its MileagePlus program.

The survey conducted by YouGov involved 1,323 participants across various US regions and has a margin of error of approximately 3%. These insights will help United enhance its services based on customer preferences.

Dr. Laurie Santos is renowned for her work on happiness science and teaches Psychology and the Good Life at Yale University. Her course has gained significant popularity both on campus and online globally.