United Airlines is doubling its premium economy
Over the next few years, travelers can expect to see the Chicago-based airline’s premium cabin expanding seats. And more opportunities for redemption.
Like the highest competitor in the United States, Manchester United plans to keep adding more high-end seats to its planes, from the Polaris Suite to its first-class recliners in the country, not to mention the premium recliners found in the middle of its long-haul planes.
United chief business officer Andrew Nocella spoke on Thursday on the company’s second-quarter earnings call that the airline underestimated its demand for premium economic products when it began installing mid-to-high-end cabins in the late 2010s.
“Our premium plus cabin size is not enough,” Nocella told analysts. “I think it’s a cabin, which is a good reward, and we may be inclined to move forward.”
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A “very exciting” opportunity
Manchester United first took the unique quality plus the cabin as a unique seat in 2019. It’s a way to offer a high-end experience than a coach, but it’s more affordable than its Polaris Business Class.
By 2023, the airline has equipped its entire long-haul aircraft with intermediate premium products.
Senior passengers at Manchester United can access some of the decor in Business Class, such as priority check-in and check-in. On board, they get larger recliners (a bit reminiscent of domestic first class) and better meals and amenities than the main cabin.
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Depending on the flight, the rate for cash and mileage is between the coach and the North Star – sometimes about halfway between two cabins. However, it is not uncommon to see premium plus prices closer to business class than economy.
Hottest customers
Like other airlines that have launched premium economy products in recent years, Manchester United has attracted great interest from customers as travelers flock to high-end seats.
Nevertheless, the Premium Plus (shown in purple on the seat diagram below) represents a small portion of the carrier aircraft. For example, on the Boeing 777-300ER, the total number of 24 recliners is less than 7% of the ship.
Nocella said the addition of the premium seating is one of the biggest expansion opportunities for airlines in the coming years.
“I think the Premium Plus is really a very exciting opportunity as a mid-range product,” he said Thursday.
Overall advanced focus
Manchester United is not alone. Almost every American airline prefers premium seating, including the “Big Three” old-style airlines (also American and Delta Airlines).
Delta executives said last week that the airline plans to re-evaluate its cabin layout in the coming years to enhance the complement of its overall high-end seats.
Americans say it expects to increase its premium (business and premium economic) seat combination by the end of the decade.
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For one thing, Manchester United’s Premium Plus growth plan is as airlines prepare to debut its next-generation Polaris products, including the super interest studio suite in the front of its Boeing 787-9 Dreamliners. The upgrade also includes some new bells and whistles from the Premium Plus section.
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