The business class seat with a ‘Press for Champagne’ button

Now that United Airlines has eliminated first class in favor of the much-improved Polaris business class, the company is evaluating an improved Polaris business class suite with sliding doors and converting the first row of the cabin to a Polaris Plus product with a “Press for Champagne” button.

That’s one of the options mentioned in a survey United sent to select members of its Mileage Plus loyalty program, which said the airline is “considering introducing a limited number of new seats in the Polaris business class cabin.”

United could introduce an enhanced Polaris Plus experience in business class.

“These seats would be more spacious than the standard Polaris seats. In addition to the more spacious seat, United is exploring premium amenities that would only be offered to customers in the upgraded seats.”

Other possible Polaris Plus extras include:

• private check-in
• the option to skip the air table for a table in the dining room of the Polaris Lounge
• be the first to board the plane
• ‘better quality’ Polaris pyjamas and a ‘top-notch’ toiletry bag
• an exclusive pre-order menu, extra courses offered on board and each dish personally delivered

All of this would bring row 1 of business class just a little bit closer to a first class experience.

Seats in the front row of the business class cabin typically have extra space with a view of the bulkhead. It is now very common for airlines to monetize this Row 1 proposition by including it in a ‘business plus’ product.

Lufthansa’s Allegris business class has four enclosed suites in the first row.

JetBlue’s A321LR Mint Studio, Virgin Atlantic’s A330neo Retreat Suite, Lufthansa’s Allegris Suites and Air New Zealand’s Business Premiere Luxe are all examples of aircraft that give the first row of business class a little something extra that passengers are willing to pay extra for.

Virgin Atlantic’s A330neo Retreat Suite is a beautiful example of a ‘business plus’ experience in row 1.

United’s research outlined several scenarios in which a passenger could “upgrade” to this Polaris Plus experience. In one case, prices ranging from $300 to $650 were suggested for “a 14-hour flight departing at 11 a.m.,” up from $2,500 on the original Polaris ticket.

As with many airline surveys, this provides valuable insight into the airline’s thinking, but it doesn’t mean that any of this will happen. However, it would certainly help United compete with arch-rival American Airlines and its soon-to-be-introduced Flagship Suites business class.