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United to ramp up luxury services amid robust demand for premium travel
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United to ramp up luxury services amid robust demand for premium travel
May 26, 2025 6:36 AM

May 13 (Reuters) - United Airlines will increase

the number of premium seats and services on its upcoming fleet

of Boeing 787-9 Dreamliner aircraft, as it looks to cash

in on rising demand for luxury travel.

The carrier on Tuesday unveiled a new business class suite

called 'Polaris Studio' for the new aircraft, which will have

25% larger seats, caviar service, skincare kits, 27-inch screens

and other luxury offerings.

The aircraft will also have a standard 'Polaris' business

class suite, which has been upgraded with sliding doors and

larger screens, among other changes.

North American airlines are rushing to capitalize on surging

demand for high-margin premium travel and safeguard profits

against potential economic downturns.

Travel habits have changed post the COVID-19 pandemic, as

consumers look for experiences and hospitality rather than

buying expensive goods. A rebound in corporate travel has

bolstered this trend.

Last month, United said it expected its financial

performance to be resilient despite economic uncertainty

stemming from U.S. President Donald Trump's sweeping tariffs,

citing demand for premium offerings and international travel.

The carrier expects the first 787-9 Dreamliner with the new

interior before the end of this year, with the inaugural flight

planned in 2026. It expects 30 of these jets to join its fleet

by 2027.

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