Admittedly, there are worse slogans out there like when Air Côte d’Ivoire introduced “Our best trip is you.” Or like when Air Europe introduced, “You still have a choice.” Or, how about when Malinda Air introduced, “Smarter way to stay high.”
I kind of like “To fly. To serve.” But of course, that’s taken.
With UA’s slogan, I get the gist of what they’re going for. However, their recent inconsistencies and the vagueness of the slogan end up meaning, “we’re all ok with being average lately so long as we go from point A to point B. And so long as people are fine with our minimum viable product, then we don’t have a reason to change.”