We knew this change was coming, though perhaps it’s happening a bit sooner than we were expecting, as flagged by Zach Griff .

United rebrands select domestic premium cabins as Polaris

What are the implications of this Polaris branding change?

Bottom line

United rebrands select domestic premium cabins as Polaris

Polaris business class is the name of United’s long haul, international business class experience. Historically, the forward cabin on domestic flights has simply been marketed as first or business class, but not as Polaris business class. That has now changed.

Effective immediately, United has introduced Polaris business class branding on select domestic flights:

This applies in premium transcontinental markets, including from Newark (EWR) to Los Angeles (LAX) and San Francisco (SFO), and vice versa

This applies in long haul Hawaii markets, including from Chicago (ORD) and Newark (EWR) to Honolulu (HNL) and Maui (OGG), and vice versa

In the interest of clarity, let me emphasize that this…