United Airlines Bets on Fewer Seats, More Premium Travel for Higher Profits

LOS ANGELES — United Airlines is betting on a formula for increased profitability: fewer, but more premium, seats. The airline on Tuesday detailed recent cabin configurations, including for some of its smaller aircraft, that prioritize premium seating options although reducing the number of standard coach seats.

The price difference between cabin classes can be substantial. Currently, a flight between Newark Liberty International Airport in New Jersey and San Francisco in the first week of May costs $423 in standard coach, but $5,556 in Polaris, United’s top-tier class, on a Boeing 757.

Despite recent increases in fuel prices, United executives have consistently reported strong demand, with premium travel leading the way. “The main cabin is as well improving and we’ve seen very strong demand across the board for United in Q1, but premium did lead the way yet again in the quarter, and continues to do so,” Andrew Nocella, United’s chief commercial officer, said last week.

United plans to introduce a new subfleet of Airbus A321neo jets, dubbed “Coastliner,” specifically for transcontinental flights. These aircraft will feature 20 Polaris seats that recline into beds, each with aisle access. The Coastliner configuration will also include 12 premium economy seats and 36 extra-legroom seats, with the remaining seats in standard economy. United stated that it removed three seats from the standard configuration to accommodate a snack bar at the rear of the plane.

Currently, similar aircraft have 57 extra-legroom seats and 123 standard economy seats, along with 20 first-class recliners, but lack premium economy. The first Coastliners are scheduled to begin service this summer, with United aiming to have 40 in operation by the beginning of 2028.

The airline also revealed the configuration for its longer-range Airbus A321XLR aircraft, which will replace some older Boeing 757s. This layout mirrors the Coastliner, offering 20 Polaris suites, 12 premium economy seats, and 34 extra-legroom seats. The A321XLR is expected to debut this summer and could be deployed on routes to Spain, France, Portugal, and Brazil.

United will also add a seven-seat first-class cabin to its Bombardier CRJ-200 regional jets, bringing the total seat count to 41, down from the current 51-seat layout which features a single cabin.

the airline is introducing a new “Relax Row” product in the main cabin, allowing customers to purchase a row of seats that can be converted into a couch on select wide-body aircraft. Designed for families, the Relax Row can also be purchased by a single traveler who wishes to use the space as a bed. Nocella indicated this feature could debut as early as next year and will be available on over 200 of its 787 Dreamliners and 777s by 2030.

These changes reflect a broader industry trend, with airlines increasingly dedicating aircraft space to premium seating as demand for these options outpaces sales in standard economy.

Last year, United unveiled an upgraded Polaris suite for its long-haul Boeing 787 Dreamliners, featuring the “Polaris Studio” with larger 27-inch 4K screens and an ottoman.

United’s primary competitor, Delta Air Lines, anticipates that premium revenue will surpass main cabin sales this year. Delta announced last month that the first of seven new Airbus A321neo jets will feature 44 first-class seats, more than double its usual capacity of 20.

Demand for premium suites and seats has been so high that supply chain constraints have created bottlenecks, even delaying aircraft deliveries, according to recent reports.

Delta stated that the larger first-class cabin on the A321neo is a temporary measure, “intended to be in service for a limited time as Delta awaits delivery of flatbed suites that will ultimately be installed on these aircraft.”

United has been considering lie-flat seats for its newer narrow-body jets for years. CEO Scott Kirby stated in August 2018 that the carrier planned to offer lie-flat seats on new Boeing 737 Max 10 aircraft, but that plane remains uncertified and is years behind schedule.

Other airlines are also expanding premium offerings. JetBlue Airways, a pioneer in lie-flat seats on narrow-body Airbus aircraft, plans to introduce a less elaborate domestic first-class cabin later this year. Southwest Airlines recently debuted extra-legroom seats on its Boeing 737 fleet, ending its long-standing practice of standard seating throughout the cabin. Budget carriers Spirit Airlines and Frontier Airlines are also planning to add roomier seats.