United boosts amenities for business travel
United Airlines’ new international business class offerings represent a strategic, if overdue, outreach to its high-end clientele, experts say.
United Airlines’ forthcoming international business class offerings represent a strategic, if overdue, outreach to its high-end corporate clientele, experts said. The carrier on Wednesday showed off its Polaris-branded features during a media event at Bush Intercontinental Airport.
“They’re investing in a product that is high net worth business,” airline consultant Pete Garcia said.
The new onboard amenities, which debut to the public Dec. 1, include forward-facing seats that recline into 6-foot, 6-inch flat beds; direct aisle access; a do-not disturb signal; Saks Fifth Avenue-designed bedding; and more. The carrier will build nine Polaris lounges at major airport hubs, including Bush Intercontinental in 2017.
“We are reinventing and
redesigning the business class experience from A to Z,” senior manager of brand identity Nick Depner said.
Garcia, who is based in Houston, said United suffered in the eyes of many business fliers when operational problems related to its 2010 merger with Continental Airlines hurt its on-time record.
“When you’re traveling for business, you need to be on time,” he said.
Garcia described the investment of billions of dollars into the Polaris program as a good step toward regaining the trust of the international business traveler.
Yet Brett Snyder, author of the airline industry blog crankyflier. com, said carriers in Europe, the Middle East and Asia, as well as U.S. carriers like Delta Air Lines, have already boosted onboard sleep quality for fliers.
“In terms of customer offerings, this is United catching up,” Snyder said.
The upgrades on display Wednesday largely cater to travelers’ sleeping needs, Depner said, because that was the top priority on customer surveys. Amenity packets include aromatherapy scents, toothbrushes and toothpaste, and slippers. Passengers on some longer flights can even request pajamas.
Other experts agreed that United’s business class offerings had fallen behind other carriers. Several international airlines already have seats that recline to flat beds and have direct access to the aisle. Snyder mentioned Delta’s plan for suite-like spaces in business class.
Jack Stelzer, a retired Houston-based airline consultant and senior airline executive, said the new offerings bode well for United, especially when coupled with its recent union contract settlements and other efforts to operate in a more integrated fashion after the merger with Continental.
Most experts agreed that Polaris is a solid step forward for the airline. They especially applauded the Polaris lounges, which will provide international business travelers access to beds, showers and even full-course meals.
“We wanted to make it a destination of its own,” Depner said, predicting that the Houston lounge will be especially welcome for those waiting on redeye flights to South America.
Additional amenities onboard include morning bloody Mary and mimosa service and evening wine tastings.
Stelzer said he is concerned that Polaris features will not be available on enough aircraft to make a big impact for United. The new business-class seating will roll out first on its 777-300ER aircraft and, subsequently, on the 787-10 Dreamliner and A3501000. Eventually, the 767-300 and 777-200 planes will be retrofitted with the new seating.
Snyder expressed concern that future budget cuts could reduce the availability of some amenities, such as snacks and drinks or redesigned dishware and utensils.