Market Update: United says ‘wrong aircraft’ at SFO hampered business for 10 years – Full Analysis

Caviar is back on the menu as United Airlines goes all-in on luxury to court high-spending travelers, especially on routes from the Bay Area.

At Los Angeles International Airport this week, the carrier unveiled what it calls its “most premium international aircraft yet”: a newly delivered Boeing 787-9 Dreamliner tailored for upscale fliers. It also outlined plans for incoming Airbus A321 jets, including a new premium-heavy transcontinental fleet connecting San Francisco and Los Angeles to Newark — the airline’s New York City-area hub. The airline provided transportation to LAX for journalists to have a first look. 

The redesigned jets radically flip the traditional seating model, dramatically expanding business and premium economy cabins while shrinking coach. 

The strategy reflects a broader industry shift: persuade travelers to pay more for a better experience, even as economic uncertainty lingers. “We have a lot of premium demand, and we can build airplanes where half the real estate is devoted to Polaris class,” said Scott Kirby, the airline’s CEO.

San Francisco serves as the launch hub for the “premium-heavy” fleet, where executives say demand — especially on long-haul routes — has outpaced supply.

“We’ve learned over the 10 years that by having the wrong aircraft, we were spilling capacity left and right,” Andrew Nocella, United’s chief commercial officer, told SFGATE. “Changing out the little regional jets in big communities, we stopped spilling. We were spilling business class customers to other airlines out of San Francisco. We’re going to stop doing that.” 

The aircraft debuts on April 22 on flights to Singapore, followed by flights to London Heathrow on April 30. Tickets went on sale March 19. “They were the two most important routes to get the aircraft on,” Nocella said.

Of the jet’s 222 seats, 99 are premium — the highest share on any United aircraft — including 64 Polaris business class and 35 Premium Plus seats. Economy shrinks to 123 seats, down from the typical 188 on similar-sized Dreamliners.

United’s answer to the growing “super business class” trend was to add eight front-of-the-section suites for its Polaris Studio. For an extra fee, the suites (located in Rows 1 and 9) offer 25% more space than standard Polaris seats, along with 27-inch 4K OLED screens — the largest on any U.S. airline. Six of the suites include ottomans with seatbelts, allowing a companion to join for meals or even a game of cards (a United-branded deck is included). 

Amenities push into international first-class territory: Ossetra caviar service, Laurent-Perrier Cuvée Rosé and exclusive entrées. Hoodie pajamas, slippers and amenity kits stocked with Perricone MD products are offered on every flight, too.

Polaris Studio passengers also gain access to United’s invitation-only Global Reception lounges, bypassing airport check-in counters. 

On the inaugural routes, the Polaris Studio upgrade costs an additional $499 on top of business class fares. Nocella said United has already sold 25% of April’s United Polaris Studio inventory and 17% of May’s, suggesting solid demand in the first week of sales.

Beyond the flagship suites, United also upgraded its standard Polaris cabin with 56 lie-flat seats with a refreshed look. The new Polaris seats feature quartzite surfaces with stone sourced from a Brazilian quarry and dark wood-grained paneling to exude a warmer feel than the grays and blues found on current-generation United Polaris seats, which debuted in 2016.

Each standard Polaris seat includes a 19-inch 4K OLED touchscreen with Bluetooth connectivity and access to a new onboard snack bar that United said will be stocked with mid-flight grab-and-go goodies and drinks. The airline has enlisted help from chefs featured on Netflix’s “Chef’s Table” to create new business class menus. On flights from San Francisco, United partnered with David Barzelay of the two-Michelin-starred Lazy Bear to create the menu.

Sliding doors on each Polaris suite to wall off the aisle — long requested by travelers — are installed but will remain locked open until certification by the Federal Aviation Administration, expected this summer, according to airline staff. 

Premium economy is also getting an upgrade; the expanded Premium Plus cabin grows from 21 to 35 seats, adding eye-level privacy dividers, built-in reading lights and a sleeker blue design in place of the airline’s older purple accents. 

Economy fliers see some improvement: coach passengers will get better blankets and larger 13-inch 4K OLED seatback screens — the largest in the U.S. economy class market. 

However, in 2027, United says it will also introduce a new “Relax Row” economy cuddle-class concept pioneered by Air New Zealand and licensed to United. Designed with families in mind, the leg rest extension in a row of economy seats can be flipped up to create a flying bed–the ideal environment for snuggling.  

“We’re even providing a children’s stuffed toy,” Nocella said.

The airline did not share how much the row would cost. 

Looking ahead, the airline’s upcoming A321 deliveries will feature 20 Polaris-style business suites with sliding doors and 12 Premium Plus seats, with the first aircraft expected to enter service in summer 2026.

“Sometimes you’re lucky to be born on third base with hubs in Newark, Los Angeles, San Francisco and Chicago — the biggest premium markets in the country,” Kirby said.