Skift Take
A first-time business class flyer might love the dog-and-pony show United Airlines promised with its Polaris service. But your average frequent flyer prefers a more consistent experience, even if it's not as strong.
With its new Polaris business class service, United Airlines has learned a powerful lesson: Sometimes, in the airline business, simple is best.
Polaris had considerable promise in June 2016 when United CEO Oscar Munoz took the stage at a New York theater to describe a complete re-thinking of business class. Over a multi-year period, United would introduce a proprietary all-aisle access seat and build dedicated lounges in key markets.
On board, starting that December, it would provide Saks Fifth Avenue bedding and pajamas for longer flights, and introduce new service elements, including a bloody mary cart. On the ground, flight attendants would greet customers with a champagne flute and a chocolate.
It was never going to be fast to retrofit aircraft and build lounges, but it is taking longer than expected. United has more than 150 wide-body jets, and so far fewer than 20 have new seats, and a substantial percentage may never get them. Meanwhile, United has one Polaris lounge, in Chicago, though three should open soon.
That’s old news. But recently, flyers learned United is tweaking what's onboard. United has already removed one of the Saks Fifth Avenue pillows from each seat, and some insiders tell Skift the airline has quietly made cost-cutting moves to food quality and bedding quantity.
Now, United confirms blogger Gary Leff's report that it will take away two items Munoz trumpeted in 2016 — dedicated Bloody Mary and wine carts, and the special tray and glasses for wine tasting. Flight attendants will still make make any drink; if customers ask for a Bloody Mary or three glasses of wine
