We knew this change was coming, though perhaps it’s happening a bit sooner than we were expecting, as flagged by Zach Griff.
In this post:
United rebrands select domestic premium cabins as Polaris
Polaris business class is the name of United’s long haul, international business class experience. Historically, the forward cabin on domestic flights has simply been marketed as first or business class, but not as Polaris business class. That has now changed.
Effective immediately, United has introduced Polaris business class branding on select domestic flights:
- This applies in premium transcontinental markets, including from Newark (EWR) to Los Angeles (LAX) and San Francisco (SFO), and vice versa
- This applies in long haul Hawaii markets, including from Chicago (ORD) and Newark (EWR) to Honolulu (HNL) and Maui (OGG), and vice versa
In the interest of clarity, let me emphasize that this branding applies specifically if booking nonstop flights in those markets. So if you fly from Newark to San Francisco via another airport, you wouldn’t somehow magically be booked in Polaris business class.
While United recently rolled out “basic” Polaris fares, for the time being, those aren’t being sold on domestic Polaris flights. I think it’s a given that these fares will be rolled out as well, so it’s just a question of how long it’ll take for that to happen (my guess: not long).
What are the implications of this Polaris branding change?
Why should customers care about the forward cabin on some domestic flights now being marketed as Polaris business class? The implications are very simple — those booked on these flights will be eligible for Polaris lounge access.
Up until now, the most premium domestic flights at best provided United Club access, so to instead get access to United Polaris Lounges is a huge upgrade. This is part of a massive overhaul of lounge access at United, essentially reshuffling who gets access to Polaris Lounges:
- With the introduction of “basic” Polaris fares, those booked on these kinds of tickets no longer receive Polaris Lounge access, but instead, receive United Club access
- United has just cut Polaris Lounge access for most travelers on partner airlines, so that’s a pretty major update
- With United introducing its new Coastliner A321neos, the airline promised it would introduce Polaris Lounge access on these flights, though clearly this change is coming even earlier than that
From a competitive standpoint, the change on the part of United is perfectly sensible. American and Delta both provide access to their premium lounges — American Flagship Lounges and Delta One Lounges — on premium transcontinental flights, so it makes sense that United would do the same.
Admittedly to avoid crowding, this requires a reshuffling by denying access to others, but United has upside there as well, because “basic” Polaris business class tickets no longer provide Polaris Lounge access. So it gives passengers an incentive to buy up to a higher fare by making the lower fares punitive, and United views that as a win-win.
Bottom line
United is now marketing the forward cabin on select domestic flights as Polaris business class. The practical implications are that those in Polaris business class receive access to Polaris Lounges, assuming it’s not a basic fare (and basic Polaris fares haven’t yet been loaded for domestic flights).
This applies specifically in premium transcontinental markets, plus on select Hawaii flights, and we knew this was something that United had planned.
What do you make of United’s domestic Polaris changes?
Wow, now this is a "change you will like!"
Glad to see this. Couldn’t believe that a flight we took from DEN to SJD in the forward cabin that cost $350 included UA club lounge access(not Polaris) but a $2000 ticket from HNL to IAD last winter did not include any lounge access at all!
I have a flight booked on miles through United from LAX to IAD and then onwards on Ethiopian to ADD in July. All in J. Do I get Polaris in LAX now? Before last month change expected it in IAD but not LAX.
@ Nate -- Nope, unfortunately no Polaris Lounge access, period.
Is there a reason why United wouldn't apply this to Dulles flights as well? Those flights are just as long, and while not exactly the same amount of traffic, the Polaris lounge is big enought to support a few more first class passengers a day.
@ stealthpilot21 -- It's a fair question, and ultimately it's not about the length of the flight, but instead, it's about the competitive landscape, plus pricing power. NYC-LAX/SFO is highly competitive, hence the need for better lounge access, while IAD-LAX/SFO is a market dominated by United.
Also, fares are just totally different. One-way premium cabin fares from IAD-LAX start at $624, while for EWR-LAX, they start at $1,080 (but get much, much higher).
I believe some IAH (Houston) to SFO (San Francisco) have become Business Polaris class as well. These domestic Business Polaris don't provide the same service/benefits as international Business Polaris. :(
@ StudPanda -- There are lots of shorter domestic flights that are operated by planes with Polaris seats, but that's totally separate from whether or not the cabins are actually marketed that way. But you're right, SFO-IAH is also one of the first markets where United has been flying its newest 787-9s for crew familiarization.
A hotel can change its name. The ultimate question regards the quality of the property. In like fashion, what will be the quality of the experience? Only time will tell.
@ Lee -- I don't think the experience will change much, other than Polaris Lounge access. For that matter, even Polaris on long haul flights isn't much to get excited about in terms of the soft product.
Excellent. This is a positive change. United joins Delta and American in offering premium lounge access to transcon and Hawaii premium passengers. Like, J on EWR-SFO/LAX/HNL, absolutely should have had EWR Polaris access, but hadn't before this. Whereas, J/F on JFK-SFO/LAX get D1 and Flagship. I've griped about the lack of this before. I'm pleased, here. Well done, United.
Wish they'd upgrade EWR-SNA. American has been flying flagship planes for awhile and Delta is resuming next month with D1 from JFK.
goes to show that the Delta One Lounge at JFK succeeded in shifting demand
Tim, United was the outlier here. Delta and American were doing it right. Take the 'W.' Another example: United Polaris at EWR adding the extra 'dining' area... basically a knockoff of the JFK D1 Brassiere. Take. The. 'W.'
*Brasserie (oof.)
Good move for United. I think the biggest lounge difference at this point on transcon is that Polaris and D1 offer sit down dining experiences and AA Flagship lounges / Greenwich do not. If they fly from JFK what lounge will they use - the new Lufthansa lounge from new T6?
I think it would be smart for AA to expand access to Soho if you are a status member flying business transcon so there...
Good move for United. I think the biggest lounge difference at this point on transcon is that Polaris and D1 offer sit down dining experiences and AA Flagship lounges / Greenwich do not. If they fly from JFK what lounge will they use - the new Lufthansa lounge from new T6?
I think it would be smart for AA to expand access to Soho if you are a status member flying business transcon so there is a dining option for their status members at least. Greenwich doesn't cut it anymore versus UA/DL. May have to negotiate with BA on that change though.
I think AA has gone from arguably the best transcontinental product (at least when the 321Ts were being maintained...) to now potentially the worst. Is XLR business really a step above a delta wide body offering (especially when bathroom access is considered on mostly daytime flights)? Coastliner and XLR look somewhat equivalent although I suspect Coastliner will be more comfortable (certainly has an extra legroom economy offering - does anyone know if it will retain the 321neo mid cabin lav?)
100% -- I, too, had recognized this, and been griping about it for a while. United made the right choice here, to compete on the same level, offering the same elevated experience for its most premium routes and customers. Long overdue.
Coastliner could be a game-changer. Retire the dated 757 with 2-2 lie-flat for the new XLR suites. Yes, a321T had actual F, more MCE, but XLR isn't 'bad.' DL needs to get its...
100% -- I, too, had recognized this, and been griping about it for a while. United made the right choice here, to compete on the same level, offering the same elevated experience for its most premium routes and customers. Long overdue.
Coastliner could be a game-changer. Retire the dated 757 with 2-2 lie-flat for the new XLR suites. Yes, a321T had actual F, more MCE, but XLR isn't 'bad.' DL needs to get its XLR lie-flat certified, because recliners aren't good enough, especially for 5+ hour redeyes, etc.
Why not IAH-HNL?
@ Nick -- Good question. I suspect in part because that route is operated by the 777 with 2-4-2 business class seats, and I imagine United doesn't want to market those seats as Polaris in any way.
This makes sense, esp. if UA wants to compete with DL.
Interestingly, on a couple of flights I've had in the last couple of months on the IAD-LAX route, flown by 787-9s, everything about them was "Polaris" - amenity kits, full bedding at the seats, etc. While it looks like IAD isn't included in this announcement, it's certainly been a step up to have the Polaris experience (such as it is) on these coast-to-coast flights.
@ TravelinWilly -- Wow, that's interesting. Does anyone know if this is actually supposed to be that way, or if there was some last minute equipment swap to a plane that was supposed to fly to Europe, or something?