United Airlines certainly is concerned about all of its customers — including the nearly 15 million who fly out of Newark Liberty International Airport each year.
But, when the operations team set out to expand and transform its popular Polaris lounge, which is open to travelers with higher-grade tickets on long-haul international flights, it did so with an individual customer in mind.
The solo business traveler.
The approximately 1,500-square-foot expansion of the Polaris lounge, which debuted last week, includes 58 new seats for its highest level of pre-flight dining — those who choose to be seated and then select from an upscale menu rather than take advantage of the buffet.
Many of those seats are made for one.
Katherine Loveland, the project manager, said adding single-seat tables not only will reduce wait times for those looking for a seat, but will dramatically increase the efficiency of the area (as it will reduce the number of times one person is seated at a two-person table).
Loveland estimates United will now be able to serve up to 50% more people a day in the a la carte section, compared with what it handled previously. The increase means that some travelers, who may have missed the opportunity to dine at all because they ran out of pre-flight time, can now do so.
“We only increased the seating in the a la carte section from 48 to 58 seats, but we did it in a way in which a lot more customers will be able to be served during peak hours,” Loveland said.
The impact of that is huge, according to Jon Gooda, a vice president at the airline who serves as the head of airport operations for United in Newark.
“If you’re going to London, a five- or six-hour flight, you can now get an incredible meal here and then, when you get on the plane, you can sleep the entire flight if you like,” he said. “It’s a much better experience for our customers.”
To be clear, the expansion of the Polaris lounge will impact more than just the a la carte area.
The lounge now has 560 total seats — an increase of approximately 10%.
It certainly is needed.
The Polaris lounge at Newark, which opened in the summer of 2018, has been a huge success. The expansion was necessary due to an almost-daily overflow crowd of customers, especially during the peak times of 3-7 p.m., when international travelers are preparing for late-night and overnight flights.
United officials said the layout — there are seats that are set up as work stations, spots set up to be social, including a bar area, and a variety of food options — ensures the lounge meets its primary goal: To ensure long-haul customers have the right start to a long trip.
But the Polaris lounge isn’t just about those departing Newark. It’s uniquely set up to handle incoming international travelers, too.
The lounge offers individual shower/bathroom areas for those who want to refresh after a long flight. It also offers quiet rooms, for travelers who want to grab a quick nap before a connecting flight.
“It’s not unusual to have someone come off a long flight, take a quick shower to get refreshed, then grab a coffee and a freshly baked croissant on their way to their next flight,” Gooda said.
For those who have a bit more time — especially those who choose to arrive early — a sit-down meal in the a la carte dining area adds to the experience.
The menu offers breakfast, lunch and dinner items — all of which rotate, except for the famed Polaris Burger — a short rib burger served with bacon, caramelized onions, sauteed mushrooms and a fried egg. It’s the only item offered at every Polaris lounge.
There also are a number of appetizers, desserts and specialty coffee drinks, for those just looking for a snack.
As is the case with everything in the lounge, all items are complimentary — they are part of the premium ticket.
Yes, it’s all you can eat, Gooda joked.
“We have customers who will sample the menu and pair things with a fine wine and those who just want to grab a Polaris Burger,” he said. “We’re glad to be able to offer those options.”
Construction on the expansion went quickly. The project began in February and essentially finished on time, when you add in supply-chain issues that seemingly slow any project these days.
Newark is the second of United’s six Polaris lounges (Chicago, Houston, Washington Dulles, San Francisco and Los Angeles are the others) to be renovated in recent months.
“The average party size on international trips is 1.3,” Loveland said. “So, it was very important to put in the single table, so we could maximize the seating. We do have two tops that can be pushed together to create larger tables — in the summer, we tend to get more families traveling together — but the key is maximizing efficiency.”
Which maximizes value, Gooda said.
“The Polaris lounge creates an elevated experience,” he said. “That’s what we’re looking to provide to our customers.
“We’ve found this really matters to customers, especially if they are on a long flight — or connecting on a long flight. They want a place where they can work, they can eat or just simply relax.”
Loveland, who previously worked in the Newark Polaris lounge, said she has seen firsthand the impact the area has on international travelers.
“It’s been very positive,” she said. “Travelers enjoy the opportunity to get away from the stress and the congestion of the terminal. This is a really relaxing way to start a big trip.”
For information about United Polaris, go to united.com/en/us and search Polaris.
