As I wrote about a couple of weeks ago, rumor had it that United was going to revamp their premium transcontinental routes between Newark and Los Angeles/San Francisco. On top of that, United was apparently going to expand this service to their route between Boston and Los Angeles.
Well, it looks like we now have some more official details on this. As of July 1, 2017, United will be making Boston to San Francisco a premium transcontinental route, and will be adding amenities in business class as well as Economy Plus on these three routes. Here are the details:
United’s new transcon business class amenities
In addition to the amenities United currently offers in these markets, they’re adding the following:
- A feature Moscow Mule cocktail by Crafthouse Cocktails
- Desserts inspired by the United Polaris menu
- Pre-arrival hot towel service
- Pre-arrival snacks, including things like Boulder Canyon potato chips and Madik’s almonds
This is in addition to the amenities currently offers, like Saks Fifth Avenue bedding, premium meals, etc.
Really this is just a lot of marketing. I mean, seriously, when an airline advertises an additional hot towel during a flight as a premium cabin enhancement, they’re really grasping at straws. Also, when I heard they were offering pre-arrival snacks I was thinking things like a cheese or veggie plate, and not chips and almonds, which most airlines already offer on all transcons in a snack basket.
The more significant improvements will be in Economy Plus, though.
United is adding free hot meals and booze in Economy Plus
Starting July 1, 2017, United will introduce free hot meals and alcoholic beverages in Economy Plus on their three premium transcontinental routes. Here’s how this is described:
Beginning on flights in July, this will feature industry-leading meal service, including a complimentary hot fresh entrée, dessert and fruit, a pre-arrival snack and alcoholic beverages. Sample menu selections include savory roasted chicken with a smoked barbecue sauce and butternut squash tortellini with sage cream sauce. Dessert options will include New York’s favorite sweet treat, cheesecake, as well as a chocolate brownie and fresh seasonal fruit.
“Customers traveling in Economy Plus will receive the industry’s best economy cabin dining experience,” noted Krolick. “Flying between Boston or the New York area and the west coast can be akin to flying from the east coast to Europe, and we want to provide a satisfying and unparalleled meal in our Economy cabin. This enhancement to Economy Plus is our first step toward a premium Economy offering for our customers.”
Delta and American have recently introduced free meals on select transcon flights to all economy passengers, though this doesn’t include hot meals. Interestingly United is introducing a better meal service and free alcohol, but only in Economy Plus.
Boston to San Francisco is going premium
As noted above, starting this summer all United flights between Boston and San Francisco will feature this new premium service, including flat beds in business class, free hot meals in Economy Plus, etc. While United’s enhanced service out of Newark extends to Los Angeles, the service out of Boston is exclusively to San Francisco — Boston to Los Angeles won’t be a premium route for these purposes.
However, keep in mind this means that United elite members will no longer receive complimentary upgrades to business class on this route. While they receive complimentary upgrades on domestic flights, these premium routes are excluded.
Could United cut free Economy Plus for elites on premium routes?
United is adding free hot meals and alcoholic beverages in Economy Plus on these routes. While I’m not sure this impact will be immediate, I highly suspect that United will be cutting (or at least limiting) free Economy Plus access for elites on these routes. In the same way they’ve cut upgrades to first class on premium transcontinental routes, I suspect they’ll do the same here, or at least limit it substantially.
We’re talking about US airlines here, and they almost never give anything without also taking.
In the press release, United’s VP of Marketing of quoting as saying the following, which is pretty telling in terms of how they’re viewing this enhancement:
“Customers traveling in Economy Plus will receive the industry’s best economy cabin dining experience,” noted Krolick. “Flying between Boston or the New York area and the west coast can be akin to flying from the east coast to Europe, and we want to provide a satisfying and unparalleled meal in our Economy cabin. This enhancement to Economy Plus is our first step toward a premium Economy offering for our customers.”
Bottom line
On the surface these seem like positive improvements, though I have mixed feelings:
- The business class improvements seem incredibly minor — how excited can you get about an extra warm towel and almonds?
- Boston to San Francisco becoming a premium route is great for those paying for business class, but bad for those looking to upgrade
- On the surface free meals and alcoholic drinks in Economy Plus seem like a positive improvement, though I suspect that United has the intention of cutting or reducing Economy Plus upgrades as a result of this
What do you make of these changes? Do you think United will eventually cut free Economy Plus access for elites as part of these changes?
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