United Might Have Finally Caught Delta For One Simple Reason — They’re No Longer Complacent (At Least for Now)

It's always been United vs. Delta, but now the top two US carriers might finally have caught up to each other. Wall Street hasn’t quite noticed yet, as the financials don’t tell the whole story. But on the ground, one of the most heated debates in the travel industry is whether United has finally passed Delta in everything but the numbers.

In an industry that follows the leader, settles for mediocrity, and squeezes margins out of every added seat, this Chicago-based carrier might be the only airline actively competing to win over customers right now.

United takes off: This may surprise those who remember United as a bare-bones, almost budget-like carrier, but those days are gone. While its closest real **competition is busy finding new ways to nickel-and-dime customers with “Basic Business” fares, riding the success of their co-branded credit card business, and promising that airfares will stay higher long after the current oil price surge is over, United has made itself a standout by doubling down on onboard experience. It’s most observable in its headline premium product, Polaris Business. That strategy shows up in its fleet design, with United’s newer aircraft also heavily premium-weighted.

• In hard product, United is rolling out a new “United Elevate” interior for long-hauls, with improved Polaris Suites and gate-to-gate Starlink Wi-Fi.
• The Polaris Lounge has remained the king of airline soft products, while the in-flight picture has become more luxury with proper Champagne pours, Caviar service, and additional upscale dining options.

Economy Is Changing, Too

Of course, you might not have noticed if you’re sitting in the back half of the aircraft, where economy remains… pretty unremarkable. The aforementioned are ‘nice to haves’ on award flights where you shell out, but even if you’re not flying Polaris all the time, United has shown a willingness to innovate in the back of the aircraft and on the ground.

• The company is rolling out a new Economy “Relax Row” on widebody 777 and 787 aircraft and testing domestic Economy Plus. (more on that below)
• United has upgraded Economy with improved 13” 4K OLED screens on new-delivery and retrofitted aircraft — putting Delta’s older, smaller seatbacks to shame.

Focusing on frequent flyers: United’s recent investments have also included a big change to its frequent flyer program, which now rewards frequent flyers with co-branded Chase cards more generously than in the past, especially when they buy a flight with their Chase credit card. Of course, United’s changes over the last few years haven’t all been positive.