United Airlines explores ‘Polaris Plus’ business class

Having done away with first class in favour of its vastly improved Polaris business class, United Airlines is now evaluating an upgraded Polaris business class suite with sliding doors and turning the first row of the cabin into a Polaris Plus product with a Press for Champagne button.

That’s one of the options listed in a survey United sent to selected members of its Mileage Plus loyalty program, saying the airline is “considering the introduction of a limited number of new seats within the Polaris business class cabin.”

United could roll out an upgraded Polaris Plus experience in business class.

“These seats would be more spacious than the standard Polaris seats. In addition to the more spacious seat, United is exploring premium amenities that would only be offered to customers in the upgraded seats.”

Other possible Polaris Plus extras include

• private check-in
• being able to skip the waiting list for a table in the Polaris Lounge dining room
• being first to board the plane
• ‘better quality’ Polaris pyjamas and a ‘first class-style’ amenity kit
• an exclusive pre-order menu, additional courses offered onboard, and every dish hand-delivered

This would all bring Row 1 of business class just a little closer to a first class experience.

Seats are in the very front row of the business class cabin typically have extra space facing the bulkhead wall – and it’s become the in thing for airlines to monetise this Row 1 proposition by adopting it into a ’business plus’ product.

Lufthansa's Allegris business class includes four closed suites in the first row.

JetBlue’s A321LR Mint Studio, Virgin Atlantic’s A330neo Retreat Suite, Lufthansa’s Allegris Suites and Air New Zealand’s Business Premiere Luxe are all examples of giving the first row of business class something extra – and making it something passengers will pay extra for.

Virgin Atlantic’s A330neo Retreat Suite is a great example of a Row 1 'business plus' experience.

United’s survey lays out several scenarios where a passenger could ’upgrade’ to this Polaris Plus experience, in one case suggesting prices from US$300 to US$650 for “a 14-hour flight that departs at 11am” where the initial Polaris ticket cost US$2,500.

As with so many airline surveys, while this provides a valuable insight into the airline’s thinking, it doesn’t mean any or all of this will eventuate –  but it would certainly help United level up against arch-rival American Airlines and its coming-soon Flagship Suites business class.