United’s New Pricing Means You May Pay More for the Same Seat

The airline is rolling out a three‑tier business‑class system that unbundles perks travelers once got automatically.

BY LEILA SHERIDAN, NEWS WRITER

Illustration: Inc.; Photos: Adobe Stock

United Airlines is taking a page from basic economy and applying it to business class.

The airline is introducing a new three-tiered pricing system for its long-haul Polaris cabins, breaking up what was once a bundled premium experience into multiple fare levels. The shift means perks travelers once expected in a business-class ticket—like seat selection, flexibility, and lounge access—may now cost extra.

Under the new structure, United will offer Base, Standard, and Flexible Polaris fares. The lowest tier, Base, strips out many traditional premium benefits: passengers won’t be able to select seats, change flights, receive refunds, or access United’s Polaris lounges, which feature showers and high-end amenities, according to CNBC.

Standard fares restore some of those features, including seat selection, flight changes, and lounge access but still exclude refunds. Only the top Flexible tier includes the full suite of benefits, including refundability, according to Axios.

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A United spokesperson said that while Base Polaris customers will receive the same in-flight meals, including ice cream, pricing differences between tiers have not yet been disclosed. The airline described the lowest tier as an “entry-level” option into its premium cabin, according to CNBC. 

United’s Polaris overhaul comes as the airline invests heavily in upgrading the cabin itself. New suites will feature sliding doors, larger screens, and enhanced privacy, part of a broader push across the industry to capture travelers willing to pay more for comfort. Airlines have increasingly added premium seats, in some cases removing economy rows to make room, CNBC reported.

At the same time, carriers are working to extract more revenue from each seat than they already have. United’s tiered Polaris rollout follows a series of recent monetization efforts. The airline announced higher checked baggage fees earlier today, and last week, it unveiled its “United Relax Row,” an economy option that converts three seats into a lie-flat-style space with added amenities like a mattress pad, blanket, pillows, and even a plush toy, according to Axios.

Competitors are making similar moves. Alaska Airlines recently revealed plans to introduce lie-flat business-class seats with privacy doors and large HD screens on international routes, while JetBlue has also raised baggage fees, Axios reported. 

The broader shift comes as airlines face rising costs, particularly fuel, which accounts for roughly 30 percent of expenses, according to Deutsche Bank. With oil prices climbing amid geopolitical tensions, including the Iran war, carriers are under pressure to find new, scalable revenue streams. Premium segmentation might be able to do just that. 

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