United Airlines expands luxury Polaris lounge by 50% in fierce competition

In the United States, United Airlines has made significant enhancements to its Polaris lounge at Chicago O'Hare International Airport, reopening it on April 29, 2025, with an increased area of 25,000 square feet. This expansion allows for seating for 350 passengers, incorporates upscale furnishings from Crate & Barrel, and adds amenities such as six additional bathrooms, a second bar, and an area designated for sit-down dining. Furthermore, another revamped Polaris lounge is set to open in Newark Liberty International Airport in June 2025. The decision for expansion aligns with United's strategy to cater to the growing demand for premium travel experiences among high-spending customers and to compete with rivals who have also launched dedicated business-class lounges. Over the last few years, airlines have been adapting their lounge offerings to attract travelers holding elite status or purchasing first-class tickets. The decision to expand lounges is driven by several factors, including the resilience of premium-class travel despite a slowdown in bookings for the economy class. United's Managing Director of Hospitality Programs, Aaron McMillan, highlighted that there had been times during the day when the Chicago lounge reached its capacity. Notably, United has also initiated early design work for a possible Polaris lounge at its Denver hub to accommodate the ongoing growth. This surge in premium lounge expansions reflects broader industry trends where airlines are competing vigorously to offer plush services to affluent travelers, evolving from traditional functionalities to become a vital aspect of the travel experience.