In 2004, United Airlines introduced p.s. (premium service) onboard its transcon flights between New York Kennedy and Los Angeles/San Francisco. This enhanced domestic product mimicked an international flight with menus, enhanced meals, and a premium business and first class seat. When UA closed its JFK station in 2015, p.s. shifted to Newark. But rumors have been swirling this week that United will end p.s. service. United has now confirmed that enhanced service on these premium transcon flights is not going away.
Yesterday on one of my United flights a FA mentioned that p.s. service is going away “and would be replaced by traditional domestic first service”. That sounded far-fetched, but a thread on Flyertalk revealed others had heard the same thing.
With fierce competition between New York and San Francisco/Los Angeles, the idea that United can cutback its product offering makes little sense. On the contrary, Delta and JetBlue continue to enhance their product.
I reached out to United for a quote and Jonathan Guerin, a Public Relations Senior Manager and spokesman, wrote me back with the following–
The premium trans-con markets we operate between EWR and SFO and LAX are not going away. We will continue to offer the enhanced service on those flights.
I called him up and we spoke for a few minutes this afternoon. Indeed, removing the p.s. name is under consideration, but the lie-flat beds will remain. The enhanced meals are not going away. Even menus and amenities kits will remain.
Will the new service be just called standard domestic first class or perhaps Polaris? No decision has been made. Guerin did admit that strong competition is factoring into the analysis. That suggests United is looking at some ways to trim costs — premium advance-purchase fares have plummeted since JetBlue entreated the fray with its MINT service.
What United Should Do
As long as a decision has not been made yet, I will add my two cents.
P.S. was a great marketing campaign, but it may have run it course. A name-change is okay, but I am happy to hear United will not pull the plug on a successful product during a time in which competition is improving. United has a strong presence at Newark (with minor competition from Virgin America) but it still competes in a greater New York market. It would be irrational to cede all local traffic and focus just on lucrative international connections. Chunks of New York City are reached more easily via Newark than Kennedy. UA must aggressively highlight this.
United would be wise to keep the menus, keep the premium service and go a step further, offering Polaris Lounge access to all premium transcon passengers (even if that leads to food cutbacks onboard). With low oil prices and dwindling competition, we are not in the era of racing to the bottom. Rather, we are in an era where carriers must innovate to win business.
Hopefully, in changing the p.s. name, United will introduce new perks that will distinguish its product from a crowded field. Stay tuned.
Read More:
A Review of My First and Last United p.s. Flights from JFK
Onboard Video from the Final United p.s. Flight from JFK
United JFK Employees Say Goodbye to Home, Hello to Uncertainty
Pictures: Saying Goodbye to United Airlines at JFK
United Airlines Leaves JFK, Moves p.s. to Newark
Top image courtesy of Matt@PEK / CC
The introduction of p.s. service was actually a cutback in soft product, though an improvement in seats
I hope you will write about this. The p.s. I remember in 2004 (the year I started flying United) was grand — Bellinis, protein on salads, nice appetizers, great main courses like rack of lamb, ice cream, and chocolate truffles. Two meals (breakfast and lunch) on eastbound morning flights.
With competition dwindling, why do you feel it is necessary to innovate to win business? Increasing periods of competition would be the time to change.
Because even with less competition, JetBlue and Delta are getting better. AA and UA have the same seat in business class, but AA also has a true first class product as well. UA cannot expect to win local customers by cutting back benefits and charging the same as a Suite in JetBlue MINT Class.
“UA cannot expect to win local customers by cutting back benefits and charging the same as a Suite in JetBlue MINT Class.”
Except, there is precedent here. Basic Economy is Spirit Airlines at a higher price point, except you can’t even pay for seat assignments or carry-on bags. “Innovation” in today’s airline-speak tends to mean service cuts sold as “enhancements”. So you’ll forgive me if I’m skeptical that you won’t see the same thing with p.s. service, especially with Scott Kirby at the helm.
The current post-merger UA does not know how to innovate. They are only good at mimicking others. What a shame. The good old UA that I knew and loved is long gone. I can just see them getting rid of the name “p.s” for “domestic first class” (or some other meaningless bunch of words), and spinning it like it is an enhancement. The flight attendant service (especially on the pmCO birds) is downright poor.
Even Delta (in Comfort Plus) offers a choice of TWO free meals, and also hands out small amenity kits and pillows and blankets. Now that is a way to distinguish yourself from the others in this market. This move is easy. UA could easily copy it … but they won’t as it is something customer-friendly.
“Bobby” sounds like he either works for Delta or the major troll SPIN88 on Flyertalk.
Indeed – trying to push his Delta stock price which has languished behind United for the last year