Betting on customers spending big to fly with them, U.S. airlines increasingly add premium seating to planes and new premium products to cater to more affluent travelers.
One airline is taking an interesting approach: introducing a basic pricing option to first class.
United Airlines' newly announced base fare for first-class travel offers a low entry point into its first-class cabins, though, like basic fares in economy seating, it comes with restrictions.
While this new fare class introduces basic pricing to first-class seating, another new product United announced recently offers first-class flying in economy cabins. In 2027, United will roll out lie-flat economy seats on international flights with its Relax Row.
These are among several new premium options airlines plan to debut in coming months.
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United Airlines flight 1796 flies past Chase Field on approach to Phoenix Sky Harbor International Airport on Nov. 7 during a government shutdown.
United Airlines
United Airlines just announced a new basic pricing category in its United First and United Business classes.
The base fare in both first class and business class is nonrefundable and cannot be changed. It includes one free checked bag and one carry-on bag, but seat selection costs extra.
The main difference between what's offered with the United First and United Business fares is that base fare with United Business, available on international flights, also includes United Club access.
United said the base fare option for United First and United Business will be available starting this fall.
"You can select the tier with benefits that fit your travel needs," the airline said on its website. "No matter which tier you select, your fare will include the same elevated onboard experience offered in that cabin."
Alaska, Hawaiian airlines
Alaska Airlines and Hawaiian Airlines announced a major investment in premium travel offerings that will include new private suites: Aurora on Alaska's Boeing 787 fleet and select routes aboard the 737-10 MAX, and Leihōkū on Hawaiian's Airbus A330 fleet.
Private suites on both carriers will include lie-flat seating, privacy doors on the 787s and A330s, direct aisle access, 19-inch 4K entertainment screens with Bluetooth connectivity and wireless and wired charging options, dining curated by local chefs and free Starlink Wi-Fi.
Experiences for Aurora and Leihōkū passengers will begin at check-in, including lounge access in Seattle and Honolulu and concierge service.
Alaska and Hawaiian also will launch a new premium economy option called Premium Reserve, which will include wider seats, extra legroom, larger tray tables and upgraded dining among its perks.
The sister carriers plan to debut these premium experiences in 2028.
United Airlines is introducing a lowest-tier for its first class cabins.
Allegiant First
Allegiant Air is getting ready to debut first-class service.
Allegiant First will consist of eight seats in rows of two and will boast extra legroom, a 5-inch recline, calf rests and adjustable headrest. Passengers who book Allegiant First will receive upgraded amenities that include priority access and a free checked bag up to 70 pounds.
Initial flights with Allegiant First seating are scheduled to debut in spring 2027, according to Allegiant.
Frontier Airlines
In a different time, Frontier Airlines competed for business with low fares, its closest competition being fellow budget carrier Spirit Airlines. But the airline industry landscape changed in recent months, including Spirit going out of business in May.
Now, Frontier is pivoting from its ultra-low-cost model and beginning to offer first-class seats, which it said will be introduced throughout this year.
Frontier's First seating features rows of two seats instead of three. The airline describes the first-class seats as "thoughtfully designed to provide unmatched comfort, extra space, and an elevated journey."
First-class seats on Frontier will gradually replace its existing UpFront Plus, where passengers get a window or aisle seat with extra legroom compared with standard seats and a guaranteed empty middle seat. UpFront Plus seating is offered in the first two rows of the plane.
JetBlue
JetBlue recently unveiled details about its first-class service for domestic flights, BlueFirst. It will include seats in a two-by-two configuration with 5 inches of recline and up to 7 inches of extra legroom, a 13.3-inch seatback screen with Bluetooth connectivity, in-seat charging ports and plush seats designed by Tuft & Needle. BlueFirst passengers on redeye flights also will receive a blanket and sleep kit.
JetBlue said flights with BlueFirst would be available for booking starting this fall.
This could be the most expensive holiday travel season in years.

