United Continental Holdings, Inc. launched the MileagePlus Gift Card Exchange, a first-of-its-kind program that enables MileagePlus members to convert the remaining value of unused or partially used retail gift cards into award miles.

MileagePlus members also may now use gift cards from more than 60 major retailers to purchase award miles electronically online.

After logging into their MileagePlus accounts, customers select the retailer and enter their gift card information. Once MileagePlus verifies the transaction, United converts the balance on the gift card to award miles and deposits the miles into the members' accounts.

"The MileagePlus Gift Card Exchange program offers members another convenient way to earn award miles," said Jeff Foland, president of Mileage Plus Holdings, LLC. "We are pleased to offer customers new and innovative ways to engage with the world's leading loyalty program."

In January, United launched MileagePlus Headliners, an auction program that enables members to use their miles to bid for a host of experiences, including once-in-a-lifetime trips, airline adventures and tickets for theater and sporting events. MileagePlus members may also use Facebook and Foursquare to receive special offers from restaurants and merchants.