United Airlines explores ‘Polaris Plus’ business class
Passengers in these Row 1 seats could look forward to an experience that’s even better than business class.
By David Flynn, August 30 2024
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.
14 Jan 2019
Total posts 24
Press for headache at 40000 feet!!
Qantas - Qantas Frequent Flyer
21 Jul 2013
Total posts 65
Yeah nah Suzanne. Champagne is the universal panacea that cures all ills, even at 40,000 feet.
Hawaiian Airlines - HawaiianMiles
13 May 2023
Total posts 3
"Let's get rid of First and let's see if people want First..." I'm all for extras, especially space, but the recommendations seem like removing F for a J+ that is F but isn't but is? Although admittedly different enough, I akin this to the likes of "upgrading" from Y to Euro Business. Is the extra cost worth it for essentially the same seat in the same cabin?
American may have new business suites coming eventually, but until corporate at AA ditches the (albeit unofficial) it doesn't matter what we give/serve to our customers for their money as long as we get them there on time it's going to be good enough, UA will be much better polishing their soft products as the hard product is on level or better than most every other American carrier. Especially in their business bedding and amenities which if not for getting almost nothing on HA the 789s may have outshined UA, but this is not the case. UAs Polaris is with few exceptions the class of the business offerings as a whole from the American airlines
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