United Airlines & Make-A-Wish Launch 'Make More Wishes' Events at 7 US Hubs

United Airlines and the Make-A-Wish Foundation have announced a new initiative, 'Make More Wishes,' designed to provide immersive, behind-the-scenes aviation experiences for children with critical illnesses. The collaboration deepens a 40-year partnership and will see a series of events hosted at seven of the airline's major U.S. hubs throughout 2026.

This initiative marks an evolution in airline-based corporate philanthropy, moving beyond financial contributions to leverage operational assets and employee expertise. According to Make-A-Wish America, more than 75% of wishes granted to children involve travel, making the partnership with a major carrier like United particularly impactful. The 'Make More Wishes' events offer unique access to flight simulators, aircraft ramp operations, and Station Operation Centers, creating memorable experiences for the children and their families.

Kate Gebo, United's Executive Vice President of Human Resources and Labor Relations, noted the significance of the timing, stating that the expanded partnership helps mark the airline's 100th anniversary by providing special access to aviation experiences. Leslie Motter, President and CEO of Make-A-Wish America, emphasized the emotional importance of these travel-related wishes and praised the dedication of United's flight crews and ground staff in their execution.

Event Schedule and Donation Drive

The series of seven events is scheduled on dates with matching numbers, beginning on May 5 at George Bush Intercontinental Airport (IAH) in Houston. Subsequent events will take place at:

• Washington Dulles International Airport (IAD) on June 6
• Denver International Airport (DEN) on July 7
• Newark Liberty International Airport (EWR) on August 8
• Los Angeles International Airport (LAX) on September 9
• San Francisco International Airport (SFO) on October 10

The program will conclude with a finale event at Chicago O'Hare International Airport (ORD) on November 11.

To support the initiative, United has launched a mileage matching campaign. The airline will match customer donations up to a total of 1 million miles through its Miles on a Mission platform. Donations made by MileagePlus members through April 30, 2026, will be eligible for the match. According to United Airlines, its members donate more than 10 million miles to charitable causes each year through the platform.

Evolving Corporate Philanthropy in Aviation

This initiative reflects a broader industry trend where airlines utilize their unique operational infrastructure for charitable purposes. Rather than limiting support to financial aid or donated flights, carriers are creating experiential events that align with their core business. This strategy not only provides a distinct experience for beneficiaries but also fosters employee engagement and reinforces the airline's brand identity.

The 'Make More Wishes' program builds on United's history of similar events. In December 2025, the airline operated its annual 'Fantasy Flights,' which involved 12 holiday-themed flights to a temporary 'North Pole' hub for children from partner hospitals and organizations, including Make-A-Wish. The new series of events represents a significant expansion of this experiential model, integrating it more broadly across the airline's national network.

Impact on Stakeholders

The collaboration has a direct and positive impact on several groups. The Make-A-Wish Foundation gains significant resources through the mileage donation match and increased public visibility. For United Airlines employees, the events provide structured volunteer opportunities for pilots, flight attendants, and ground staff to engage directly with the community. Finally, MileagePlus members are given a tangible way to contribute to a charitable cause, with the incentive of having their donations effectively doubled by the airline up to the campaign limit.

Why This Matters

United's 'Make More Wishes' initiative showcases a sophisticated approach to corporate social responsibility within the aviation sector. By leveraging its most unique assets—airports, aircraft, and specialized personnel—the airline moves beyond traditional philanthropy. This model creates powerful, brand-aligned experiences that generate goodwill, boost employee morale, and provide profound moments for children and families facing immense challenges. The program serves as a case study in how airlines can integrate charitable work directly into their operational fabric.