United Airlines Expands Exclusive Polaris Lounge by 50% to Attract Affluent Passengers

The airport's top-tier lounge in Chicago, which reopened on Tuesday, is now 50% larger and features stylish furnishings from Crate & Barrel, as the competition among airlines for high-end travelers intensifies.

Located at Chicago O'Hare International Airport in Terminal 1, United's premier Polaris lounge now spans 25,000 square feet. The space accommodates 350 travelers, includes six more restrooms, offers a second bar with a 'speakeasy' ambiance, and provides seating for 50 diners.

United introduced its first Polaris lounge in 2016, alongside the launch of its enhanced long-haul business-class service known as Polaris. These lounges are exclusively for international travelers booked in the Polaris cabin, marking a shift to a more exclusive lounge experience compared to United Clubs. This two-tier setup was later adopted by other airlines as well.

Airlines have increasingly adapted their lounges to welcome more guests, including those with premium credit cards, elite frequent flier status, or higher-priced tickets. The demand for premium travel services has stayed robust, even as regular ticket sales slow down.

In conjunction with the Chicago expansion, United is also enlarging its Polaris lounge at Newark Liberty International Airport in New Jersey, which is slated to open in June. According to Aaron McMillan, United’s hospitality programs managing director, there are preliminary plans for a new Polaris lounge in Denver as well.

McMillan noted that during the previous summer in Chicago, there were periods when the lounge nearly reached full capacity, underscoring the ongoing need for expansion. However, the plans for growth have been in motion for several years.

Besides its main United Club lounges, the airline has launched 'grab-and-go' lounges in Denver and Houston. These additions aim to ease congestion in larger facilities and cater to travelers seeking quick service.