Cabin crew members serve drinks to passengers in "Polaris", the upgraded international business class cabin of United Airlines. Photo: Courtesy of United Airlines

United Airlines, which controls the largest slice of the market for commercial flights between China and the US, is upgrading its business class service for international flights, including on all of its flights to China, in a bid to make itself more competitive.

The airline has created a new international business class cabin, named Polaris, that focuses on ensuring that passengers get a good night's sleep on long-haul flights. The upgraded business class promises better food and beverages, new amenity kits and custom bedding from Saks Fifth Avenue.

In an interview, United's CEO and President Oscar Munoz said that the upgraded service, which includes tailor-made seats and access to exclusive, revamped airport lounges, is its biggest product overhaul in a decade.

"We have been trying to see what we can do next, and to provide better services, products and reliable operations as much as we can do," Munoz said.

The carrier will begin to introduce the upgraded service on December 1 on its Boeing 777-300ER aircraft, followed by its Boeing 787-10s and Airbus A350-1000s, as well as its Boeing 767-300 and 777-200 retrofits.

More comfort, better sleep

After conducting more than 1,200 hours of research, United discovered that sleep was the single most important priority for international business class passengers, the airline said.

"We found that sleeping is one of the biggest issues during the flight, so a lot of what we offer is to ensure the customers can get the best sleep," Munoz said.

The airline has worked with the luxury store Saks Fifth Avenue to provide passengers with bedding designed to provide a sound sleep in the sky.

The new bedding features plush duvets, lightweight day-blankets and a large pillow and a small one for each traveler.

In addition, each seat offers direct access to an aisle and can recline 180 degrees into a 192-centimeter-long bed.

Each passenger's personal suite will feature a "Do Not Disturb" sign, mood lighting, one-touch lumbar support, several storage areas, multiple surfaces for simultaneous working and dining, as well as a 16-inch high-definition entertainment screen.

The airline also plans to open nine United Polaris business class lounges in different cities around the world. The lounges will feature custom-designed chairs, private daybeds, spa-like showers and chef-inspired hot meals served in a boutique restaurant setting, allowing passengers to get refreshed before boarding.

Munoz did not disclose how much money United has invested in its upgraded business class, and it is not the only airline spending money on such upgrades.

Since 2011, Lufthansa has invested 1.5 billion euros ($1.69 billion) in upgrading about 39,000 seats, including 600 seats in first class and 7,000 seats in business class. It finished revamping its cabins in 2015.

The German airline also upgraded its onboard entertainment system to provide passengers with more content and better Internet access.

American Airlines, one of the three largest US-based airlines, is also moving forward on upgrading its seats, WiFi and cuisine.

Chinese market's status

United's global network has grown to more than 330 destinations in more than 50 countries and regions, including China, where it has been operating for more than 30 years.

This year, United plans to launch or resume eight intercontinental routes, including the first-ever route between San Francisco and Xi'an, capital of Northwest China's Shaanxi Province as well as Hangzhou, capital of East China's Zhejiang Province.

It already has routes from the US to Beijing, Shanghai, and Chengdu, capital of Southwest China's Sichuan Province and Hong Kong.

"We love the Chinese market," Munoz said, "and we are the first [among the peers in the US] to tap into the secondary market in China."

American Airlines has opened routes in Shanghai, Beijing, and Hong Kong. It is now vying with Delta Air Lines to open a direct route from Beijing to Los Angeles in December. Delta has six daily nonstop flights starting from Beijing and Shanghai.

United has always been the largest airline in the market for commercial flights between China and the US.

With other airlines from Europe and the Middle East eyeing China's second-tier cities, United has taken a cautious attitude toward the market. 

In 2014, it opened a direct route from Chengdu to San Francisco.

Recently, however, it has quickened the pace of its expansion into China's second-tier cities.

Munoz said the airline will choose the cities based on market demand and the business opportunities available in each city.

In its latest fiscal report, United reported a net income of $435 million in the first quarter of 2016, excluding special items.
Newspaper headline: A better business class