United just took subtle shots at its rivals Delta and American

The “United Next” cabin on a Boeing 737 Max 8 in full view.

Taylor Rains/Business Insider

United Airlines just took a subtle jab at its two biggest rivals as it aims to position itself as premium.
It promised to have uncrowded lounges and touted how many planes now have seatback entertainment.
Delta has struggled with long lines at its Sky Clubs. And American eschews seatback entertainment.

United Airlines just threw a subtle jab at its two biggest rivals.

The carrier on Thursday said it was focused on a host of “premium” moves, including making sure its airport lounges don’t get “overcrowded” — an obvious swipe at Delta Air Lines, which continues to face long lines outside some of its popular Sky Clubs.

But it didn’t stop there. It tweaked American Airlines, too.

United, during its Thursday earnings call with investors, touted its growing number of seatback screens, saying that these are installed on more than 146,000 seats across 765 airplanes.

It’s a not-so-subtle reminder that American stubbornly refuses to install seatback screens on most of its domestic fleet.

“These screens define a premium airline in the US,” said United’s executive vice president and chief commercial officer, Andrew Nocella. “Our signature interior conversion is now at 64% and an investment of over $1.6 billion.”

American Airlines tablet holder — American Airlines has a tablet holder on its seatbacks instead of a screen.

Taylor Rains/Business Insider

The comments came after a choppy year for airlines, with President Donald Trump’s positions on tariffs and other controversial issues said to be putting a damper on demand for some international flying.

United’s SVP of global network planning and alliances, Patrick Quayle, told the media in October that the airline has seen some decline in foreign points of sale. Still, he said, transatlantic demand remains strong overall, with more than 80% of its seats purchased by people in the US.

United jabbed at perceived shortcomings at Delta and American

United is trying to position itself as the more premium option among the Big 3, emphasizing comfort and exclusivity as the airlines compete for high-paying premium and business travelers.

United said its premium cabin revenue rose about 6% year-over-year in the third quarter, though that was less than Delta’s 9%.

Meanwhile, Delta has acknowledged the record crowds at its more than 50 Sky Clubs worldwide and has made changes, though some have annoyed customers.

Delta skyclub lounge with a crowd of people. — Customers have complained about Delta’s crowded Sky Clubs, but the airline has been working to address the issue.

Jeff Greenberg/Education Images/Universal Images Group via Getty Images

In 2023, it raised annual lounge pass prices by $150, increased guest fees, and restricted access for basic economy passengers unless they had the right credit card.

Hoping to split the crowds between the two upscale products, Delta is also rolling out a new tier of exclusivity: “Delta One” lounges, which are more high-end than its Sky Clubs. As of 2025, there are only four locations: New York-JFK, Boston, Los Angeles, and Seattle.

Responding to a request for comment from Business Insider, a Delta spokesperson said: “We are always evaluating our policies and strategy to ensure the best possible Club experience. We continue to track impact of previous policy changes and strive to ensure an unparalleled Club experience for our valued members.”

Meanwhile, American has stayed steadfast in its mostly anti-seatback entertainment stance. (It has in-flight entertainment on large planes that fly overseas, and on certain transcontinental flights.) But on most of its domestic workhorse fleet, it’s instead installed tablet holders so passengers can stream entertainment on their own devices. This saves money on weight and fuel.

Some people — including this reporter — prefer it this way.

“Over 90% of our customers already fly with their own devices — ones they upgrade, know, and prefer,” an American spokesperson told Business Insider. “As such, American is focused on investing in fast connections and free entertainment, enjoyed on the devices our customers choose.”

The spokesperson added that all AAdvantage loyalty members will get free WiFi starting next year.

It’s earnings time for airlines

On Thursday, United’s stock was down more than 7% after it posted better-than-expected earnings figures, but revenue numbers that fell short of what analysts had expected.

Still, its stock is up more than 34% over the past year.

Delta, which also reported earnings last week, is up around 6.5% over the past year. American, which is set to report earnings next week, is down nearly 8.6%.

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