LONG BEACH, Calif. -- Since the pandemic, United has emerged as a clear second in the U.S. behind Delta in terms of profitability. And increasingly, United is challenging Delta's leading reputation with premium flyers in the U.S.
Now, said CEO Scott Kirby, the airline has begun thinking about its next aspiration: Challenging the leading global carriers in the international market.
"Now that we've sort of established this customer base in the United States, I think the next step for us, and we don't have the answers yet, is to figure out how to be truly competitive on the global stage," Kirby said on Sept. 11 during a stage appearance at the Airline Passenger Experience Association's Global Expo.
For example, Kirby aspires for United to offer a premium product that rivals what the Middle East carriers offer, so that well-to-do Americans flying to the Middle East make United their first choice. Qatar Airways, Etihad Airways and Emirates consistently win awards for their premium cabins and service.
Kirby said that two-thirds of international flying to the U.S. is done by foreign airlines even though 60% of the marketplace is passengers originating from the U.S. He posited that because some foreign carriers receive state aid, they can invest more into their product and worry less about the bottom line.
Still, Kirby said United has realized that the market in the U.S. for brand-loyal premium customers is larger than previously estimated.
The Airline Observer editor Brian Sumers interviews United CEO Scott Kirby at the Airline Passenger Experience Association's Global Expo. Photo Credit: Robert Silk
One early move by United toward a more luxurious long-haul experience will be its Polaris Studio cabins, which are expected to debut in early 2026. The studios will offer 25% more space than standard Polaris pods and will be furnished with an ottoman seat that can be used by a travel companion for socializing. They'll also have sliding doors, a differentiation from the existing United Polaris pods.
Polaris Studio cabins are expected to be installed on at least 30 incoming Boeing 787 Dreamliners by the end of 2027.
Kirby called the Polaris Studio "a baby step" toward taking on airlines with the most luxurious cabins.
United phased out its long-haul first class last decade, following industry trends. Kirby said a widebody first-class cabin is a money loser industrywide.