Since 2011, Air New Zealand has stood alone in offering economy passengers a true “couch in the sky”. That is now set to change, with United Airlines announcing its own version, the “Relax Row”.
This is not, however, a copycat move. Air New Zealand has licensed their Skycouch to United Airlines, and given their joint venture partnership over the past decade, it is no surprise that United are the first to be given the opportunity to do so.
Jeremy O’Brien, Chief Customer and Digital Officer at Air New Zealand said:
“Air New Zealand developed Skycouch in 2011 in response to a clear customer need: giving people more comfort and choice when flying long haul in economy. It was a smart, practical rethink of the onboard experience, and United’s decision to license the concept reflects both the strength of our long-standing partnership and appeal of offering customers a better way to travel.”
Introducing United’s Relax Row
The Relax Row is a dedicated row of three economy seats that transform into a flat, couch-like surface, allowing passengers significantly more space to rest, stretch, or sleep. Added extras to make the new product even more attractive to a wider range of passengers include a mattress pad, additional pillows and blankets, family focused amenities such as children’s kits and soft toys.
United is expected to launch the Relax Row in 2027 across more than 200 Boeing 787 and 777 aircraft by 2030. In stark contrast, Air New Zealand operates just 24 long haul aircraft, namely Boeing 787s and 777-300s, equipped with the Skycouch.
So whilst Air New Zealand invented the concept, United Airlines is the one that will scale it.
In fact, this move, coupled with United’s expansive long haul network, could reshape economy travel, with passengers potentially beginning to expect a similar offering across long haul premium carriers.
Is there a difference between the two?
In essence, no. Both feature the same underlying mechanics and will almost certainly share similar dimensions, including a length of around 1.55m and comparable depth, given the same aircraft type is being used. It does, however, appear that United Airlines may be positioning its version more towards families, with the inclusion of a soft toy as an added touch unique to them.
Pricing remains unclear at this stage, but if the value proposition mirrors that of Air New Zealand, it is likely to be a strong success for the airline.
READ: Air New Zealand Skycouch Review
250 aircraft and a premium cabin push
United Airlines’ latest announcement builds on its United Next strategy, with the airline modernising its fleet with speed. Since 2021, the airline has added hundreds of new aircraft, including Boeing 787 Dreamliners, 737 MAX, and Airbus A321neos. By 2028, the airline will have received 250 out of more than 600 aircraft on order, including:
· Boeing 787-9 Dreamliners with upgraded interiors
· Airbus A321neo and A321XLR aircraft
· Additional Boeing 737 MAX aircraft
· New regional aircraft connecting smaller cities
New aircraft are not just about growth; they are about positioning. United Airlines is increasingly pushing into the premium space as competitors such as American Airlines revamp its Flagship Business Class, and Delta Air Lines excels with its Delta One product.
From lie-flat Polaris suites on narrowbody aircraft to larger seatback screens and upgraded catering partnerships, the airline is aiming to deliver a more consistent experience across its network.
United Airlines’ safety record
United Airlines is a Seven Star safety rated airline reflecting its IOSA certification, strong operation safety oversight, and consistent performance across a large global network.
Whilst several high-profile incidents have gained attention in recent years, including an engine issue involving a Boeing 787 in Los Angeles, and a landing gear incident in an A321neo, these events must be viewed in context.
United Airlines operates one of the largest fleets in the world, with more than 1000 aircraft and thousands of daily flights. At this scale, operational events are statistically more visible, particularly in an era where social media amplifies incidents in real time.
Despite this, the airline maintains a strong safety record and remains aligned with global best practices across training, maintenance, and operational procedures.
The new United Airlines is taking shape
United Airlines’ latest announcements underscore just how aggressively the airline is positioning itself for the future.
Amidst rising uncertainty around the global oil prices, the airline is committed to elevating its position. With more than 250 aircraft on the way by 2028 and its new Relax Row, the airline is not only expanding its network but reshaping what passengers can expect even in economy.
With the airline’s competitors already proving there is a strong demand for more space and comfort, this could mark the start of a wider shift across the industry.
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