United Unveils Expanded Polaris Lounge at O’Hare
United Airlines has reopened its Polaris lounge at Chicago O’Hare with a 50 percent increase in space, signaling the carrier’s push to woo high-spending travelers as demand for premium travel remains strong while economy-class bookings soften. The 25,000-square-foot facility in Terminal 1 now accommodates up to 350 Polaris cabin customers, up from its previous capacity, and features Crate & Barrel furnishings throughout. Among the enhancements are six additional restrooms, a second speakeasy-style bar tucked behind discreet doors, and 50 new seats dedicated to sit-down dining, complete with printed menus and full waiter service.
The original Polaris lounge debuted in 2016 alongside United’s award-winning long-haul business class cabin of the same name. Reserved exclusively for passengers flying internationally in Polaris, the lounge elevated United’s previous single-tier club model into a two-tier system: United Clubs for general access and Polaris lounges for top-tier travelers. American Airlines followed suit, opening its own Flagship Lounges in 2018, and Delta Air Lines entered the fray last year with its Delta One lounges in key hubs, reflecting an industry-wide trend toward differentiated premium spaces.
Aaron McMillan, United’s managing director of hospitality programs, said the Chicago expansion was years in the making. “We noticed tight spots during peak hours last summer, and knew it was time to grow our flagship lounge,” McMillan told CNBC. He confirmed that a refreshed Polaris lounge at Newark Liberty International Airport is scheduled to open in June, and design work has already begun for a potential Polaris location in Denver. These expansions aim to alleviate overcrowding and provide more consistent service levels across United’s network.
United has also rolled out smaller “grab-and-go” lounges in Denver and Houston to serve time-pressed travelers and reduce congestion in larger facilities. These compact spaces offer quick-service options and self-pour beverage stations, catering to passengers connecting between domestic flights who may not qualify for full Polaris access.
The timing of United’s lounge investments comes as airline executives report that premium-class travel is holding up well amid economic uncertainty, even as bookings in the back of the plane lag. Average domestic airfares fell 5.3 percent year over year in March, according to the Bureau of Labor Statistics, prompting carriers to cut capacity and mount fare sales to fill empty seats. Meanwhile, demand for international and business-class travel remains resilient, driven by corporate bookings and wealthy retirees seeking to spend hard-earned dollars on comfort and convenience.
In their first-quarter earnings calls, United, Delta and American all warned that forecasting has become difficult in light of shifting consumer sentiment and volatile policy environments. United opted to provide dual profit forecasts depending on whether the U.S. enters a recession, underscoring the uncertain backdrop. Yet each carrier continues to invest in premium products, from seat-assignment fees and upgraded cabins to enhanced lounge experiences, betting that the highest-revenue segments will sustain profitability.
At O’Hare, the expanded Polaris lounge features dedicated showers and quiet zones, designed to help long-haul passengers rest and refresh between flights. A variety of made-to-order dishes—ranging from noodle bowls to seasonal salads—complement self-service buffets stocked with snacks, premium wines and craft beers. The speakeasy bar, styled with low lighting and plush seating, serves classic cocktails like the Negroni and Old Fashioned, along with local Chicago brews on tap.
United’s enhancements at O’Hare, Newark and potentially Denver reflect a broader campaign to strengthen customer loyalty and drive ancillary revenue through airport amenities. As airlines navigate slower economy-class demand, the race to attract and retain premium travelers has never been more critical—and the next frontier in that competition is the lounge door.
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Sources: AirGuide Business airguide.info, bing.com, cnbc.com