United Airlines is on quite the roll when it comes to passenger experience announcements. We’ve learned about the upcoming Airbus A321XLRs, Coastliner Airbus A321neos, and Bombardier CRJ-450s. Now here’s an interesting way that United is trying to improve the long haul economy experience, but it probably won’t come cheap.
United long haul flights get creative new seating option
United Airlines is introducing what’s being branded as Relax Row, whereby passengers can reserve a row of three seats in economy on long haul flights, which transform into a couch (or “lie-flat mattress-like space”). This is described as being ideal for families with small children, couples, and solo travelers who want more space (the intent is that this is for one or two people).
While this is an original concept among North American airlines, United is really copying Air New Zealand here, which has for years offered the Skycouch. Interestingly, United has exclusivity in North America for this design.
It’s of course always great when you get a full row of seats to yourself, but the idea here is that you can specifically reserve a row of seats, and then get extra amenities that improve the experience. Passengers will receive a custom-fitted mattress pad, specially sized blankets, extra pillows, and a stuffed plush for children, to help create a cozy environment.
This new experience will launch in 2027, and will be available on more than 200 Boeing 787s and Boeing 777s by 2030, with up to 12 United Relax Row sections per plane. So you can expect this to be available on a majority of long haul flights.
I’m curious to see how United Relax Row is monetized
It’s nice to see airlines create more travel options for passengers, especially options between business class and economy. Or I guess in this case, also between economy and premium economy.
I do think it’s important to be realistic about the size of these seats, though. For example, if economy seats are about 17″ wide, a row of three seats will be around 51″ long, so that’s 4ft3in, give or take. Unless you’re really short, odds are that this won’t be a “true” bed in terms of comfort. But still, space comes at a premium on planes, and it’s nice to have more comfort.
I am curious to see what kind of an approach United takes to monetizing this product. The opportunity cost of this differs massively depending on the flight:
- Flying to Europe in the peak of summer, virtually every seat will be taken, so the opportunity cost is whatever a fare would be
- Flying to London in winter, odds are that there will be plenty of economy seats that are empty, so the opportunity cost is next to nothing
For what it’s worth, Air New Zealand’s Skycouch product is priced based on whether there are one or two travelers. For example, if you’re a solo traveler from Los Angeles to Auckland, an economy ticket might be $575 one-way, including all taxes and fees.
Then if you want to upgrade to Skycouch, you’ll pay an extra $928. So you’re paying nearly triple the fare (when you take out taxes and fees).
So broadly speaking, the concept here is that you end up nearly paying for all the seats, and then get some extra amenities throw in.
I can’t help but wonder if United might take a savvier and more dynamic approach to monetizing this. Could it be priced super reasonably on flights where seats are projected to be empty, while pricing is basically the cost of three seats if the flight is projected to be full? For that matter, will it be possible to upgrade to this? Will employees be eligible for this if traveling on their privileges? What about if you pay for United Relax Row, but then request an upgrade to a higher cabin?
Like I said, I’m happy to see this, but ultimately pricing here is pretty “delicate,” in terms of needing to find the right balance between generating more demand while not cannibalizing premium economy demand.
Bottom line
United Airlines will be the first (and likely only) airline in North America to introduce a couch or bed option in economy, with the introduction of United Relax Row. This will be launching in 2027, and will be available on around 200 Boeing 787s and Boeing 777s. It’ll be interesting to see what approach the airline takes to pricing.
What do you make of the United Relax Row concept?
