Jane Levere NEW YORK Battling, like every other carrier, for the higher-yield market, United Airlines is installing improved seating at the back of the cabin in its domestic fleet in order to reward its most frequent or full-fare economy passengers.

The carrier is reconfiguring the first six to 11 rows of its aircraft to provide up to 90cm (36in) of legroom, compared to the standard 80cm pitch. It is gaining the extra space by taking out one row of seats in economy class.

Passengers eligible for these seats will include participants in United's frequent flier programme who fly a minimum of 40,000km (25,000 miles) a year, as well as travellers who have bought a full-fare economy ticket. The reconfiguration, to be completed by April next year at a cost of $30 million, will affect 450 aircraft.

Noting that most frequent fliers travel in economy class, Rono Dutta, United's president, says these passengers "want more space and recognition for their loyalty, and we're delivering that with this innovative new product".

But, as many on Wall Street point out, other US carriers have tried before, without success, to win over the lucrative business travel market by providing more spacious seating - these include the now defunct Eastern Airlines and, more recently, US Airways and TWA.

Sam Buttrick, aviation analyst for Paine Webber, says: "From a simple marketing perspective, it's hard to argue with offering a moderately enhanced product to your best passengers. From a public relations perspective, United's timing also appears to be good, given the rising levels of consumer dissatisfaction."

However, Buttrick believes the impact of the new seating configuration on United's bottom line is "unlikely to be material, or perhaps even measurable".

Norman Sherlock, director of the National Business Travel Association, which represents 1,300 corporate travel managers in the USA, welcomes the move, but also questions the level of impact it will have.

"This is a great move by United to put something on the table that could cause people to travel with them and it probably will cause some shift of business to United," Sherlock says. "But the question will be how United deals with corporate travel managers and what kind of negotiated deals for fares they put together to gain market share."

United also seems unsure how it will police the allocation of the more spacious seats, which will not be separated from the rest of the economy cabin.

Source: Airline Business

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