The three legacy carriers in the US all brand their long-haul business class with unique names as a point of differentiation, with American Airlines selling “Flagship Business”, Delta Air Lines selling “DeltaOne”, and United Airlines’ “Polaris” business class. In the past, US carriers were often criticized for lagging behind foreign airlines regarding onboard quality, but this changed in the 2010s. Today, US airlines offer truly competitive products, and this will especially be true as the three begin refurbishing their aircraft with updated business class seats.

United Airlines is the largest of the three legacy carriers, and it also has by far the largest widebody fleet of the three. United first introduced Polaris in 2016 with the Boeing 777-300ER, and it will soon begin flying a second-generation of Polaris seats later in 2026 onboard the Boeing 787-9. Simple Flying interviewed Karolien De Hertogh, United Airlines’ Director of Sales UK and Ireland, to discuss more about United’s strategy with its Polaris cabins, as well as its updated interiors.

Overview Of United Polaris Business Class

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Polaris is the branding used for United’s international business class. While the carrier uses Polaris branding for the Collins Diamond seats found on its Boeing 757-200s, the name is most closely associated with United’s iteration of the Safran Optima. These seats offer lie-flat seats and direct aisle access, and can be found on all of United’s international widebodies. This excludes its 777-200s and four of its 777-200ERs, as these planes feature a high-density layout for domestic flights.

The Safran Optima was designed with efficiency in mind, as it features one of the lowest seat pitches of any business class seat. With the Safran Optima, United can install eight rows of Polaris between the first and second set of exit doors on the Boeing 777 rather than seven, and the Optima is also designed to efficiently fit on the Boeing 767. While it’s not the most spacious business class seat in the world, the Optima is known for being extremely private (despite the lack of privacy doors) and reclines into an exceptionally long bed.

Polaris passengers are granted priority boarding and receive upgraded catering onboard. In addition, United Polaris guests receive upgraded amenity kits, along with industry-leading bedding. Meanwhile, United Polaris customers are granted complimentary access to Polaris lounges, which can be found at all of United’s hub airports except for Guam and Denver.

United Airlines’s Advantage With Polaris

Credit: United Airlines

In an interview with Simple Flying, Karolein De Hertogh stated,

What we have as a key benefit for the UK and also globally is that if you travel on a wide-body aircraft in the front of the plane, you have the same seat everywhere you go. Passengers don’t like it that they get on board and actually, ‘oh it’s the old seat, oh it’s this seat, oh I’m facing someone, no I’m not facing someone.’ There’s a lot of confusion with other airlines. Not with United. We have a consistent lie-flat seat wherever you go on a wide-body aircraft with United, and that’s been great.

The United Kingdom, or more specifically London, is one of United’s most competitive markets. American Airlines and Delta Air Lines both have joint venture partners based in London (British Airways and Virgin Atlantic), whereas United does not. But if you fly American in business class to London, you could end up in one of four different seats. If you fly Delta, you could see one of three different seat models. But if you fly United, you’ll always end up in the Safran Optima.

United operates a subfleet of Boeing 767-300ERs with 46 Polaris seats, which was developed specifically for London. Because the Safran Optima was designed specifically to fit efficiently on the Boeing 767, United can still offer the same competitive product as on its larger widebodies, creating a more consistent experience The only other product that efficiently offers direct aisle access on a Boeing 767 is the Thompson Vantage, used by Delta, but this seat is narrower than other widebody business class seats, and Delta does not use this same seat on its other widebodies.

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The Upcoming Elevated Interior On The 787

Credit: United Airlines

Polaris was first introduced in 2016, and as such, the seats are no longer cutting-edge. United will soon take delivery of its first Boeing 787-9 equipped with what the carrier calls its “Elevated Interior“, to enter service this year. In Polaris, United will now use the Elevate Ascent. This is a reverse herringbone seat designed specifically for the Boeing 787, and it features privacy doors along with a front-row business class plus option. United has opted for this option and is naming it “Polaris Studio”.

While the new “Polaris Suites” as a whole are a major step forward for United, it’s the Polaris Studio that is game-changing. United is only the third US airline to offer a business class plus product (following JetBlue’s Mint Studio and American’s Flagship Preferred seats), but these will feature the largest screen of any US airline (at 27 inches). As a whole, the Polaris Studio will offer 25% more space than a standard Polaris Suite, including a buddy seat, along with a much-improved soft product.

De Hertogh likens the Polaris Studio to a living room, stating, “”You can actually sit there and chat with someone. Features include an extra ottoman seat for companions, United-branded playing cards (ideal for passing the time with someone in the ottoman seat), as well an Ossetra caviar amuse-bouche service.” While the Elevate Ascent is also used by American for its latest Flagship Suites product, United has invested more in the design and features of the seat to offer a cutting-edge experience. While Delta Air Lines has yet to unveil its next-generation business class product, the newest Polaris Suites and Studio are undoubtedly the best business class seats currently offered by a US airline.

The Elevated Interior Behind Polaris Business Class

Credit: United Airlines

One area where De Hertogh expresses pride is with the upgrades to the Premium Plus and economy cabins. United has traditionally kept its Premium Plus cabins relatively small, sized at 21, 22, or 24 seats, but will expand the cabin to 35 seats with the Elevated Boeing 787. In addition, the carrier will install larger screens, using the Panasonic Astrova, and will update the cabin’s finishes. Premium Plus will also now feature privacy wings, along with added storage space and charging options. Meanwhile, the economy cabin will come with larger screens and added charging options.

Privacy wings are becoming standard in premium economy seats, but United is taking a step forward with its large screens and added storage options. Its economy seats have also been heavily invested in, with its industry-leading screen size and charging options. In addition, these planes will feature improvements to the carrier’s entertainment system. Overall, everyone flying on board this aircraft will receive an upgraded experience.

De Hertogh concluded,

“We are also expanding Premium Plus, Economy Plus, and Economy. Features like power at every seat, Apple TV, Spotify, and larger economy screens benefit everyone. On the 787-9, economy screens will be 13 inches, the largest in the industry. We want people to feel comfortable and connected wherever they sit”

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United’s Strategy With The Elevated Boeing 787s

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All future Boeing 787 deliveries will feature the Elevated Interior. While this will erode the carrier’s advantage of only having one widebody business class seat, United will still only offer two seat models, and United’s 787 fleet is rapidly growing. The 787s will replace all of United’s Boeing 767s, and are likely to replace part of its Boeing 777 fleet. The next 33 Boeing 787-9s deliveries will be configured in a premium-heavy layout with 64 Polaris Suites and only 222 seats in total, while the Chicago-based carrier will begin taking delivery of new Boeing 787-10s in 2028.

The first routes for the 787-9 with the Elevated Interior will be from San Francisco to Singapore and London-Heathrow. Singapore and London are both markets with heavy business demand, which makes them ideal for the premium-heavy layout. In addition, the new interiors will boost United’s competitiveness against rivals. While San Francisco is a fortress hub for United, this route sees heavy competition from British Airways as well as Virgin Atlantic

United CEO Scott Kirby has been vocal about his desire to increase market share among US-based customers, as US airlines generally struggle to compete against foreign carriers on international routes. Offering a comparable or superior product to British Airways and Virgin Atlantic will help United win market share with US customers on the San Francisco to London route, and on others once these seats are widely available throughout United’s network.