United Airlines new Polaris seat on one of its Boeing 787 Dreamliners
Leslie Josephs/CNBC
Does it matter where you sit if you’re sipping champagne in first class? United Airlines I bet for some travelers looking for discounted luxury, this isn’t the case.
The carrier is launching new, lower-cost tiers for its premium Polaris and economy cabins that offer many of the same benefits, but also many restrictions.
Starting this spring, United will offer “base” Polaris fares that include a seat in the airline’s long-haul business class cabins with reclining seats, but will charge those customers extra for advanced seat selection.
The new ticket class will also include only one checked bag instead of two, and will provide access to the United Club airport lounge, but not the premium Polaris lounge, which includes showers and other luxurious features. Ticket changes are not permitted.
Other categories for Polaris will be “Standard” and the more expensive “Flexible” option which allows customers to pay for the new, more spacious Polaris Studio Suites.
The new fares show that United — and perhaps soon other airlines — are dividing the front of the plane into smaller categories, just as they have done with motorcoaches over the past decade, from restrictive basic economy tickets to fares with more legroom.
United’s new strategy comes as it revamps its nearly decade-old Polaris class with new suites featuring sliding doors and larger screens, as customers continue to show a willingness to pay more to travel in better seats. United and its competitors have fought to add more premium seats to its planes, sometimes removing some economy seats to do so.
A United spokeswoman said Polaris base customers would receive the same meals, including ice cream, as other passengers in the cabin. She declined to say what the price differences between the fares will be, but said the Base Polaris fare is intended to be an entry point for premium class.
United is also launching a similar segmentation for its premium economy class, Premium Plus.
The new options will be available in select markets starting this month and will expand to other long-haul international and domestic markets later this year, United said.
Rival Delta Airlines last year, it also considered segmenting cabins at the front of the plane.