United Airlines generates $11.5 billion in ancillary revenue

United Airlines generated $11.5 billion in ancillary revenue in 2025, the highest of any airline globally according to a report by IdeaWorks Company. This figure includes a broad range of income sources such as baggage fees, assigned seating, onboard sales, advertising, commissions, and miles sold to banking partners.

In its SEC filings, United uses a narrower definition of ancillary revenue, reporting $4.8 billion collected from baggage, premium seats, inflight amenities, and other ticket-related fees. This represents an increase from $4.5 billion in 2024 and $4.1 billion in 2023. Of this direct-fee total, approximately $1.35 billion is attributed to checked bag fees.

While CEO Scott Kirby suggests these figures indicate success in capturing brand-loyal customers, analysts note that the airline’s high revenue from extras is driven by effective merchandising rather than necessarily providing a premium service or increasing brand loyalty.