By Alison Sider

United Airlines thinks international business class can be a little bit fancier.

The soft pajamas, caviar service and noise-canceling headphones United plans to offer in its Polaris Studio suites next year are the latest signs that superpremium travel is surviving the current economic turbulence.

The new seating, an upgrade from United's existing top-tier seating option, is part of a refreshed cabin design that United eventually plans for all of its new Boeing 787 Dreamliner deliveries. The airline plans to start flying planes with the new cabins next year, initially on flights from San Francisco to Singapore and London. It aims to have 30 of the kitted-out planes in its fleet by 2027.

Each plane will feature eight of the new Polaris Studios. They will be 25% bigger than United's standard Polaris seats and equipped with privacy doors. Some will have an extra ottoman -- with a seat belt -- for visitors.

United hasn't yet detailed the price tag. The carrier this week was offering tickets for its current Polaris business class at about $5,600 for a June flight from San Francisco to London, compared with $3,200 for premium economy and $1,500 for economy.

Economic uncertainty has taken a toll on price-sensitive consumers who tend to buy the least expensive seats toward the back of the planes. But airline executives say they haven't seen signs of a slowdown in demand for premium seating. United said last month that its premium revenue rose more than 9% in the first quarter of the year.

For years, few people actually paid to sit in planes' swankier sections -- most got upgraded for flying a lot. But since the Covid-19 pandemic, airlines have found that more travelers, even those flying for leisure, are willing to pay for a more comfortable experience.

Catering to high-end travel has helped larger airlines haul in more cash from their planes, and they are on the hunt for more options to sell in an effort to stand out. Delta last year said that it could eventually offer "good," "better" and "best" ticket options within each section of its planes.

And suites with doors are among the hottest seating features. Delta's Delta One suites include them, and American Airlines this summer will start flying Dreamliners with its Flagship Suites with sliding doors.

United has embraced the strategy and tried to adopt a more upscale image since the pandemic. Its new layout includes other seating improvements and more premium seats than its other planes.

Standard Polaris seats will get an upgrade that includes sliding doors. Privacy dividers and wireless charging pads are being added to United's Premium Plus seats. Seat back screens will be bigger throughout the planes.

United said it also plans to refresh food menus for international flights, including adding more options in economy cabins.

Write to Alison Sider at alison.sider@wsj.com

(END) Dow Jones Newswires

May 13, 2025 07:00 ET (11:00 GMT)

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