Twice,
Let me try to answer the question if I may. First of all, above all else, I want RELIABLE service, and I would like to be able to have a REASONABLE expectation of arriving at my destination within an hour or so of schedule. The current performance on international flights is unacceptable at any price.
Secondly, I would expect that IF/WHEN something goes wrong, the airline has a staff dedicated to attending to and reaccommodating premium passengers, whether they be FF's or those who paid for premium service. I include FF's here because as Boeing Boy said, folks like me have earned some of the upgrades we receive since we do historically pay higher prices, and much more often. The disconnect at US is that they either don't realize or don't care that such a small percentage of customers contributes such a large share of the revenue pie. Couple that with the fact that they are currently unreliable, running 10%-30% on time on many PHL flights, and when you are affected like this many customer service agents treat you like it's your fault there's a problem, and one is almost afraid to book on US. One of our members was told by a Chairmans supervisor that he was "wasting his breath" when he insisted (nicely I may add) on being reaccommodated on another airline. I would also expect a reliable web site (not even close more than a year after it went live), and accurate information from FLIFO--for both agents and customers. There is also no excuse for a reservations system which is still so broken many agents couldn't help customers if they wanted to.
Now, as for on board, I would expect US to provide on board service comparable to other airlines serving similar markets, and at similar prices to the others. Today they are way off the mark in all instances.
I recently flew AA on a domestic and international itinerary, all in F and C, and for about half of what US wanted for a similar itinerary all in coach. The JFK-MIA segment featured a full meal service (at 3 hours block time US gives you a snack basket). MIA-SDQ, which was considered international, managed hot towels, a full hot meal service and just about anything else you could imagine, in a 1 hr 50 minute flight. The return SDQ-JFK featured a hot meal as well, but served in courses, and a sundae for dessert. All flights featured linen, china and glass.
I won't even get into CO domestic F, but I will tell you that not only would I be willing to pay a premium for premium service, I would do it regularly, if it was priced competitively. As I indicated elsewhere, I just spent about $9000 in air travel over the past week, 90% of which is personal travel not reimbursed by my company. $6000 went to CO for 2 business first tickets to Milan, returning from Rome. CO's product is regarded as one of the best in the industry, so if you want to know what comprises true premium service try B/F across the pond. Now compare that to the current US product, which priced out at around $7000 EACH, and I think you can see my point.
About $1K more went to CO, with the balance going to AA.
Yes upgrades are important, but most of us more than pay our way too. We expect COMPARABLE service for a COMPARABLE price. Today-US isn't even close. Coupled with the operational problems and customer service issues, and there is no compelling reason to go out of one's way to fly US.
I remain hopeful that someone in Tempe will wake up and take action, but I am beginning to believe they don't care, and are caretaking until a sale or new merger can be announced.