The nationwide airport lounge arms race continues to take flight. Each new U.S. lounge opening or expansion — there have been several at airports large and small in the last year alone — comes with its twist. The grand opening of the freshly expanded United Polaris Lounge at O’Hare Airport on Tuesday is no exception.
United Polaris Lounge Expansion At Chicago O’Hare
The newest expanded club lounge in the United portfolio exists exclusively for international business class travelers. The updated space now offers more than 350 seats, a larger 50-seat private dining room, a second bar, and dinnerware and decor curated by Crate & Barrel — the famed decor company’s first collaboration with an airline.
The new space occupies a breathtaking 25,000 feet at the fifth-busiest airport in the United States. In a sign of the times, the lounge is taking over the space occupied by a United Club—which closed when the new United Club near gate C10 opened in 2023. The demand for international business-class seats in Chicago justified the cost and effort. United customers can fly nonstop from O’Hare to 15 destinations in Europe, as well as nonstop to Asia and South America.
“Our vast international network is one of United’s unique strengths, and our United Polaris lounges help set the tone for business class travelers before or after their long-haul flights,” Aaron McMillan, United’s Managing Director of Hospitality Programs, said in an announcement. “Customers are going to love our new Chicago lounge because it gives them more of all of the things they want most—more space, more amenities, and more dining options—and we’ll carry this new elevated design into future lounge openings and renovations across our United Polaris lounge portfolio.”
Luxury Travel Segment Project Growth Prompts Expanded Premium Offers Among Airlines
The luxury travel market is expected to grow by $578.7 billion between 2024 and 2028. Outsized investments from airlines and airports looking to upgrade their facility are a natural byproduct, cutting across the entire airline industry.
Like United, American Airlines focused on upgrading its premium offerings to international travelers. CEO Robert Isom reportedly said on the company’s recent first-quarter earnings call that the carrier’s Flagship Lounge in Philadelphia, not far from where many of its European flights depart, is expected to open sometime in May. Delta has been particularly aggressive in its lounge expansion while promising a quarterly rotation of local chefs in its Sky Club locations.
“Watching [Delta] succeed, I became convinced that the product mattered and service mattered, and we have done that at United now,” United CEO Scott Kirby said (via NBC) at a JPMorgan industry event last year.
Premium Offerings At United Polaris Lounge At Chicago O’Hare
For international travelers arriving at the United Polaris Lounge at O’Hare, a local flavor awaits. Its new, second bar is a speakeasy-style space with a selection of premium wine and champagne options (Laurent-Perrier La Cuvée Brut) and Chicago-inspired cocktails including the Second City Sour, featuring Rittenhouse Rye, Malort, Lemon, Egg White and Lingua Franca Pinot Noir.
The renovated lounge also features a larger dining area with more than 50 seats – nearly tripling the amount of dining seats – where travelers can order à la carte meals with curated premium food and beverages, including Prosciutto Parmigiano Crostini, Shrimp, Scallop, Spring Vegetable Risotto and Aperol Spritz cake.
The renovated lounge also reflects the Chicago area by celebrating the city’s rich architectural history. United worked with Johalla Projects, an art curatorial collective in Chicago, to showcase artwork from nine Chicago-based artists on a range of pieces, including print photography, paintings, collages and more that highlight the region. Crate & Barrel, founded in Chicago and headquartered in nearby Northbrook, collaborated with United to bring products such as its Marin dinnerware and new Tuscan Marble collection.
It all adds up to a nice reward for long-haul fliers who paid a premium for their upgraded seats on board. Whether at the beginning or end of a lengthy trip, a little pampering goes a long way.