Domestic airlines have gained a reputation for finding new ways to juice travelers for all they’re worth. Whether it’s Southwest ending open seating and “Bags Fly Free”, Delta sunsetting “Basic Economy” in favor of something more confusing, or American doing away with the ability to earn points on its cheapest fares. And United Airlines has made waves of its own after making changes which are intended to “favor” loyal customers.
But despite perceived missteps, the company’s latest announcement has arrived at the terminal to some fanfare, introducing a completely new (and for now, exclusive) product to the U.S. market. On Tuesday, the U.S. carrier announced “Relax Row”, a brand new fare class which offers travelers the option to purchase an entire row to themselves on widebody flights.
The changes mean that a new fare class will exist on the airline’s widebody aircraft come 2027. It’ll also be one-of-a-kind.
What is the Relax Row?
The concept of Relax Row might be new to U.S. travelers, but for international flyers, the concept of buying the whole row is not new. In fact, global carriers such as Lufthansa already offer a similar option.
However, United’s version is different. It’s not just a row to yourself, but a lie-flat seating option which can turn an ordinary Economy seat into a lie-flat mattress, with a “custom-fitted mattress pad, specially sized blankets, [and] extra pillows.”
The airline says that 12 rows will be slotted for the new fare class, which will sit between Economy and the airline’s Premium Plus product on over 200 Boeing 777 and 787 aircraft, introducing a completely new class for widebody travelers.
A welcome reception
Perhaps the most surprising aspect of United’s announcement is the warm reception with which the new fare class has been met. In fact, its been something of a home run, giving some travelers an option they’ve long yearned for.
However, there is still the question of whether the Relax Row will be worth the price. To learn more, TheStreet reached out to United to better understand how Relax Row might be priced once it launches in 2027. The airline responded to our comment, advising that the Relax Row will be selectable on the seat map and it would share more about pricing as it gets closer to the launch.
United comes for JetBlue’s nachos
United’s completely new fare class might aim to separate it from Delta, arguably its biggest competitive threat. However, it’s not the only trick it has up its sleeve to “win brand loyal customers and further differentiate itself from competitors.”
With more than 250 planes on order, more than any U.S. carrier, United made a series of other announcements on Tuesday, including one which could turn heads for travelers on long-haul domestic routes.
The company announced its new “Coastliner” Airbus A321neo will offer a domestic first-class with a lie-flat seat on transcontinental routes from Los Angeles, San Francisco, and Newark/New York.
It vaguely resembles JetBlue Mint, one of the only other domestic first-class products. It has captured the hearts of avid travelers for its ubiquity, but its popular has clearly won over United, which is taking after the budget carrier’s success. (Of course, there is also talk making the rounds again that the budget carrier might be looking for a buyer.)
The company also made a series of other announcements, including plans to phase out its Boeing 757 aircraft in favor of the new A321XLR. It also touched on a refreshed regional jet experience for its CRJ450, as well as a new 787-9 interior set to launch in April.