United soars into premium travel

United Airlines is making a decisive bet on the future of air travel based on premium seats, champagne flutes and loyalty. 

United Airlines chief executive Scott Kirby recently revealed a sweeping cabin overhaul following which nearly half the seats on some long-haul aircraft will be dedicated to higher-yield passengers: a striking shift that underscores how sharply the economics of flying are changing.

At the centre of the strategy is a reimagined Boeing 787-9 configured with up to 99 premium seats: far beyond what United has historically offered, and a clear signal that the airline sees its future not in filling planes, but in filling them profitably.

The world’s largest airline, United Airlines is a partner airline with Virgin Australia and operates from Melbourne, Sydney and Brisbane, with Virgin code-sharing on its flights.

United will add more than 250 aircraft over the next two years to further modernise its fleet, introduce new aircraft variants, create a new experience for transcontinental travellers, and roll out new onboard products for every customer: reinforcing its position as a leading premium airline.

In a major move, United is bringing widebody-style experiences to its new narrowbody aircraft: the new ‘Coastliner’ Airbus A321 and A321XLR (the same model that Qantas is adding to its fleet).

These are United’s first narrowbodies with the new elevated interior. They feature an all-aisleaccess lie-flat seat suite dubbed ‘United Polaris’ (business class), which is available on international routes.

United has 100 of these new aircraft coming into its fleet to replace 40 older, less-efficient Boeing 757s.

The Coastliner will have a specially designed livery and fly exclusively between United’s US west coast hubs in San Francisco and Los Angeles, and Newark-New York in the east. It will introduce the United Polaris cabin experience to domestic travellers.

United’s A321XLR gives travellers access to 32 premium seats – 16 more than the 757 it replaces – and will start flying later this year.

United’s new 787-9 with the elevated interior will fly internationally, starting on April 22.

These aircraft include the airline’s new United Polaris studio: lie-flat, all-aisle-access seats that are 25 per cent larger than standard United Polaris seats. They include privacy doors, an ottoman for companions on some seats, exclusive meal service with wine pairings and caviar, new amenity kits with retail-size offerings, wireless charging, Bluetooth connectivity, and a 27-inch 4K OLED seatback screen (the largest among US airlines).

The announcement expands on the ambitious ‘United next’ growth strategy announced in 2021. Since that time, United has: added 22 Boeing 787 Dreamliners, 237 Boeing 737 MAX aircraft and 67 Airbus A321neos; completed 70 per cent of its plan to retrofit its mainline narrowbody fleet; replaced more than 100 regional jets with larger mainline aircraft; increased premium seats per North American departure by 40 per cent; and hired more than 60,000 people.

“For more than a decade, we’ve invested billions of dollars in our product, service and technology as part of our plan to be the best brand-loyal airline in the world, and the result is that more and more customers are choosing to fly with us every day,” Mr Kirby said at the announcement.

“Today we accelerate our plans and elevate our offerings to the next level, creating an even more consistent premium onboard experience for every customer and delivering value across every cabin of service.”

The airline’s executive vice-president and chief commercial officer, Andrew Nocella, said the upgrades provided more choice for passengers.

“These new planes and products not only complement our fleet and network plans, but they also give our customers more premium amenity and seat choices, whether they bought a basic economy ticket to fly from Chicago to Fort Wayne or are flying Polaris between San Francisco and Singapore,” he said.

“United is setting the pace and innovating for our customers at a scope and scale unheard of in aviation history. And we’re not taking our foot off the gas.”

In another example of its push into premium products, the airline has announced that it has licensed Air New Zealand’s Skycouch, which it will market as the United Relax Row.

The concept turns a set of three economy seats into a couch or bed, creating a far more comfortable option for customers travelling in the economy cabin on long-haul flights.

United is the first North American airline to offer the seating option and holds North American exclusivity on the design.

The new dedicated row of three seats is outfitted with individually adjustable leg rests that fold up at a 90-degree angle to create room to sleep, stretch out or watch a movie.

The United Relax Row is ideal for families travelling with small children, solo travellers, and couples who want a little extra comfort.

Passengers travelling in United Relax Row will receive additional amenities for their flight, including a custom-fitted mattress pad, a specially sized plush blanket, two additional pillows, as well as a plush toy and children’s travel kit for families.

United expects its Relax Row to launch in 2027 and plans to offer it on more than 200 Boeing 787 and 777 widebody aircraft by 2030.

The seats will be located between economy and premium plus seating, and United will offer up to 12 Relax Row sections on each aircraft.

United has 1,075 aircraft in its mainline fleet and 623 on order.

The airline is also investing in future aircraft concepts. These include options to purchase 100 eVTOL (electric vertical take-off and landing) aircraft from Archer Aviation and 200 from Eve Air Mobility, a division of Embraer.

The airline has also committed to purchasing 100 ES-30 electric turboprop regional aircraft from Heart Aerospace, with options for up to 50 more.

At the other end of the market, it has committed to purchasing 15 Boom Overture 60-passenger supersonic aircraft, with options for up to 35 more.

However, its most ambitious move is a bold step towards reshaping the future of air travel, with a major investment in JetZero’s blended wing body (BWB) aircraft.

This next-generation design promises not only dramatic fuel efficiency gains but also a transformative flying experience for passengers.

The agreement includes the potential to order up to 100 of JetZero’s BWB aircraft, with an option for another 100, contingent on key development milestones, including the successful flight of a full-scale demonstrator (expected in 2027).

If the technology delivers as envisioned, it could mark one of the most significant advances in commercial aviation in decades.

Unlike traditional aircraft, JetZero’s blended wing body design fuses the fuselage and wings into a single aerodynamic form. This innovation allows the aircraft to generate lift across its entire wingspan while significantly reducing drag, potentially slashing fuel burn by up to 50 per cent per passenger mile compared to similarly sized jets.

For United, the potential payoff is enormous: lower carbon emissions, reduced operating costs, and a leap forward in customer comfort.

The JetZero Z4 aircraft, designed to seat 250 passengers, runs on conventional jet fuel but will be capable of using sustainable aviation fuel blends.

The US Air Force has also recognised JetZero’s promise, awarding the company a $US235 million contract in 2023 to accelerate development of its full-scale demonstrator.