United Airlines is on quite the roll when it comes to passenger experience announcements. We’ve learned about the upcoming Airbus A321XLRs, Coastliner Airbus A321neos, and Bombardier CRJ-450s. Now here’s an interesting way that United is trying to improve the long haul economy experience, but it probably won’t come cheap.
In this post:
United long haul flights get creative new seating option
United Airlines is introducing what’s being branded as Relax Row, whereby passengers can reserve a row of three seats in economy on long haul flights, which transform into a couch (or “lie-flat mattress-like space”). This is described as being ideal for families with small children, couples, and solo travelers who want more space (the intent is that this is for one or two people).
While this is an original concept among North American airlines, United is really copying Air New Zealand here, which has for years offered the Skycouch. Interestingly, United has exclusivity in North America for this design.
It’s of course always great when you get a full row of seats to yourself, but the idea here is that you can specifically reserve a row of seats, and then get extra amenities that improve the experience. Passengers will receive a custom-fitted mattress pad, specially sized blankets, extra pillows, and a stuffed plush for children, to help create a cozy environment.
This new experience will launch in 2027, and will be available on more than 200 Boeing 787s and Boeing 777s by 2030, with up to 12 United Relax Row sections per plane. So you can expect this to be available on a majority of long haul flights.
I’m curious to see how United Relax Row is monetized
It’s nice to see airlines create more travel options for passengers, especially options between business class and economy. Or I guess in this case, also between economy and premium economy.
I do think it’s important to be realistic about the size of these seats, though. For example, if economy seats are about 17″ wide, a row of three seats will be around 51″ long, so that’s 4ft3in, give or take. Unless you’re really short, odds are that this won’t be a “true” bed in terms of comfort. But still, space comes at a premium on planes, and it’s nice to have more comfort.
I am curious to see what kind of an approach United takes to monetizing this product. The opportunity cost of this differs massively depending on the flight:
- Flying to Europe in the peak of summer, virtually every seat will be taken, so the opportunity cost is whatever a fare would be
- Flying to London in winter, odds are that there will be plenty of economy seats that are empty, so the opportunity cost is next to nothing
For what it’s worth, Air New Zealand’s Skycouch product is priced based on whether there are one or two travelers. For example, if you’re a solo traveler from Los Angeles to Auckland, an economy ticket might be $575 one-way, including all taxes and fees.
Then if you want to upgrade to Skycouch, you’ll pay an extra $928. So you’re paying nearly triple the fare (when you take out taxes and fees).
So broadly speaking, the concept here is that you end up nearly paying for all the seats, and then get some extra amenities throw in.
I can’t help but wonder if United might take a savvier and more dynamic approach to monetizing this. Could it be priced super reasonably on flights where seats are projected to be empty, while pricing is basically the cost of three seats if the flight is projected to be full? For that matter, will it be possible to upgrade to this? Will employees be eligible for this if traveling on their privileges? What about if you pay for United Relax Row, but then request an upgrade to a higher cabin?
Like I said, I’m happy to see this, but ultimately pricing here is pretty “delicate,” in terms of needing to find the right balance between generating more demand while not cannibalizing premium economy demand.
Bottom line
United Airlines will be the first (and likely only) airline in North America to introduce a couch or bed option in economy, with the introduction of United Relax Row. This will be launching in 2027, and will be available on around 200 Boeing 787s and Boeing 777s. It’ll be interesting to see what approach the airline takes to pricing.
What do you make of the United Relax Row concept?
Great way to join the mile high club.
United certainly has sophisticated enough pricing capabilities to maximize revenue on this and it would be likely set up as you indicate.
When they can fill the plane, United doesn't really want to sell these - and it would be priced accordingly (so if they sell, it's essentially the same as the 3 seats of revenue - in which case Premium economy may be a better value). And then for low demand routes / times...
United certainly has sophisticated enough pricing capabilities to maximize revenue on this and it would be likely set up as you indicate.
When they can fill the plane, United doesn't really want to sell these - and it would be priced accordingly (so if they sell, it's essentially the same as the 3 seats of revenue - in which case Premium economy may be a better value). And then for low demand routes / times of year, it's about pricing such that you capture most or all of the incremental willingness to Pay. So somewhere between economy plus pricing and Premium economy. Possibly above Premium economy in some cases if the flexibility and fact that you can do it with 2 people are more compelling.
You're right. There's plenty of empty seats on route from London out of the season. I took advantage of it many times. But near any holidays all seats might be taken.
If it makes revenue then other airlines will follow. I’m surprised this is just starting to catch on. If it doesn’t produce enough revenue no loss because those are standard escort seats.
Are passengers going to be required to pay for all 3 seats in order to get this perk plus a premium economy fare too? Otherwise, how else will the airlines be able to guarantee the sleeping arrangements?
Can anyone explain -
Seatbelts ? Clear Air Turbulence.... how is the world is this either safe or comfortable ? I can certainly see parent and small children using this but an adult couple ? Yeah no and again...the safety factor. They must have seat belt extenders right ?
Just curious when the seats in front recline, how much space is left....
It's not April 1st yet but this seems quite a elaborate april fools play.
Hm, interesting. Hey, I have an idea. Airlines could just use the space occupied by 3 economy seats to install one big seat that turns into a bed. They could even enhance the experience by providing upgraded food and beverages. Even better if those seats are all in a separate cabin, away from the unwashed masses. Just think of the profits they could make!
Market this for families (and maybe offer free/cheaper upgrades at gate), and put it in the back of the plane. Better chance of isolating crying or noisy kids in the back :)
The real value of sky couch is for parents traveling with kids. For Example a parent and a child together meaning there is only 1 extra seat required and it is often cheaper than a 2nd fare
It will be annoying when sleepers stick their feet into the aisle.
Yup, anyone over 5’3 is going to woken up a lot.
And when they push up against the back of the seats in front of them and have a hissy fit it those seats are reclined.
They have to give u mattress pad at boarding (or already in place when you seat) or it’s not going to work.
And what are the rules for booking for an entire row…for two (or even 3!) people?
And cost of 3 economy seats won’t be cheaper than premium economy, unless you raise premium economy seats.
This product doesn’t seem promising.
A row seats that turn into a bed…..what could go wrong???
What could go wrong ? Perhaps the Sounds of a couple ?
I have to wonder if this becomes awkward for one person to do on their own. Imagine every row around you is fully booked and people wonder why you have a row to yourself. They try to move next to you. They comment about how it must be nice for Mr. Moneybags to do for themself. They photograph you. They try to lean their seats back, etc. I could see if feeling miserable around peasants.
Wouldn't be awkward for me. "I paid the equivalent of 3 fares for this. You could have, too!"
You know some jerk in a full row of three is gonna demand to be moved to one of your open seats.
But, at least in NZ's implementation, they seem well prepared to defend your right to the space (unlike US carriers when a larger person buys 2 seats).
I think 17-inch width is between armrest inner walls, so once two armrests added (2" inch), it will be 4'7" and once two outer armrests added, 4'11". Air NZ advertises that bed size is 5'1" and 29" wide.
Usually in these promotional pictures, they use small-sized adults that it looks okay for two adults to lie down. I heard the reality is that two adults get stuck, need to spoon each other, and super sweaty.
I'd pay for that over Premium Economy. Legroom isn't an issue for me, being sandwiched in between two strangers is. Have to give it to UA for being creative and innovative when it comes to air travel.
You mean Air NZ should be given the Kudos, United will have simply licensed it. This will also make the South West Pacific JV easier to manage for UA and NZ
I suspect they will have no problem selling this on every flight esp. since it appears to just be one row.
This is probably a better value than premium economy for two side sleepers.
distributing the mattress pads probably won't happen until after meal service and they are probably too big to put on the seat before boarding.
NZ's pricing seems about right.
This is one product that all US airlines should add as soon as they get the seats that are capable of doing it.
12 rows apparently. So I assume the first 4 rows after the bulkhead seats. However, does anyone know if NZ uses them in the center section too?
But it makes a ton of sense to try this, since if you can sell this for an extra fee, great. If you don't, you just sell them individually. And if it goes unsold, you're no worse off.
Air NZ only uses the group of 3 near the windows (i.e., not the center 3) on the 787. Since the 777 has a center 4, it is only the outter groups of 3 on those, too. I kinda think you were hoping there'd be a group of 4 bed (full length bed for many).
@Ben your photo for skycouch price for two people is wrong. you posted the other photo twice.
The ANA A380 has a similar product, called COUCHii
Japanese airlines gotta be cute.
My understanding is this concept is owned by air nz. United have paid them for it (they have a partnership). Interesting.
As the US economy heads toward a prolonged and deep recession, I see this product ditched. It is too cumbersome and complicated to handle from both a flight attendant perspective and a sales perspective. It's a gimmick and nothing more.