United Airlines reignites the war for luxury in mid-air
United Airlines is reshuffling the deck when it comes to luxury air travel. And it’s not all about comfort. The American airline has just announced a major strategic change: the arrival of ultra-premium suites on board its Boeing 787-9s. The aim is to appeal to an increasingly volatile upscale clientele. Dubbed “United Elevated”, this concept could well reposition the company against its European competitors, starting with Air France.
United Polaris Studio: betting on exclusivity
Installed at the head of each business zone, the new Polaris Studio suites embody the ultimate in refinement: fully reclining seats, sliding doors, velvet pillows, Ossetra caviar, noise-canceling headphones and 27-inch 4K screens. Every detail has been thought out to create a cocoon of luxury andpersonalized intimacy in mid-flight.
The “classic” Polaris version is not to be outdone: it now boastsa 19-inch 4K screen, individual doors and new connected features (Bluetooth, wireless charging, premium care kits).
Why now? A fast-growing market
This upmarket shift is underpinned by a particularly favorable post-Covid dynamic. According to DataIntelo, the business seating market is set to grow from $1.5 billion to $2.5 billion by 2032, representing annual growth of 6.5%. All the more reason for competition, especially from France.
Air France, already on the defensive
Last March, Air France unveiled its riposte: a private suite, Jacquemus pyjamas, Sisley products, menus designed by Anne-Sophie Pic… The French airline is also fine-tuning its strategy. The confrontation between the giants of the skies promises to be more aesthetic than ever.
United changes altitude: watch closely
This move upmarket is more than just aesthetic. It reflects a clear determination to reinvent business class for the next decade. And in this silent battle for the top, the details – from the caviar to the 4K screen – will make all the difference.
Read also: Ferragamo refocuses its strategy on leather goods
