It used to be that companies didn’t want to mention competitors by name. United Airlines has no such taboo. They go after competitors they see as weak, where there’s an opportunity. Whenever they want to refer to Delta, for instance talking about which airlines are profitable or are pursuing premium customers, they talk about themselves “and one other airline.”
But they’re gunning for American Airlines in Chicago, and they’re doing it by name:
They’re advertising to the local Chicago market, emphasizing the features they have that differentiate them from American, and pitch status matches.
United says they’re winning Chicago. And they’re getting more gates there, while American is slated to lose gates. American didn’t fully rebuild their schedules in Chicago post-Covid. During American’s earnings call, though, Vice Chair and Chief Strategy Officer Steve Johnson said “If United is gaining share in Chicago they’re gaining it from someone other than us” and noted that they’ve been profitable in Chicago in the past, have been there for 99 years, and have a loyalty customer base – though concedes “we understand we’ll probably always be second place in Chicago.”
Ironically, United has been dipping its toes in the water of moving its corporate headquarters out of Chicago.
This is hardly a first. United ran a Super Bowl ad two years ago in Colorado markets noting that they got passengers in and out of Denver for the holidays (while Southwest melted down).
They threw shade at Southwest’s boarding.
And they ran another campaign of comparisons against Southwest – bear in mind that back then Southwest had free checked bags, they pioneered no change fees and their trip credits didn’t expire, plus they offered more legroom in standard coach than United.
Now these campaigns hit harder, as Southwest walks away from the advantages that made them different. It becomes far less clear why you’d choose them over United, with Southwest even introducing basic economy and squeezing legroom?
Meanwhile, Southwest Airlines responded to United by claiming to be the biggest when they weren’t anymore, citing old data.
In the battle of advertising jabs to assert themselves as DEN’s hometown airline, Southwest ads have been going up saying they’re the most flown airline in DEN. pic.twitter.com/Ru7EyiwCMN
— JonNYC (@xJonNYC) April 10, 2023
It’s clear that United has ‘won’ Denver (at least for now) and they’re putting a lot of effort into Chicago, where a weakened Southwest holds court at Midway airport and American has offered a lesser schedule, lesser product, and has a weaker balance sheet.
Chicago has a long history of breaking the norm and trolling. United didn’t start this trend.
Chicago-based law firm Kirkland & Ellis started this trend by breaking lockstep compensation for partners, poaching partners from rival firms, and courting high-value, fee-insensitive clients in private equity. That’s how Kirkland managed to top New York legend Wachtell Lipton and reach the #1 spot in 2024 on the key metric of profit per equity partner. The average Kirkland partner makes over $9 million and there are several partners who make over $20 million. Wow!
Chicago is also home to Citadel and Citadel Securities where anybody who doesn’t have the charisma to be a law partner, but has the math/stat chops to succeed in quant finance, can also make over $20 million a year.
Chicago is also, also home to Hyatt hotels – the only chain that does not systematically screw over guests.
Other great things about Chicago: the pizza and the general amicability.
United has long been fixated on touting its success and trashing others in the process – first to serve all 50 states (how many states today, UA?) and RTW flights.
The insecurity and arrogance of the current UA management team that was passed over at AA takes it all to a whole new level.
So they’re proud of being jerks? You gotta love that Kirby.
Come on American Airlines. Mediocrity. You used to be something special in the air.
Wasn’t Pan Am the first airline to fly RTW? Just asking
Not sure why pointing out how you’re better through data is “trolling”
Eg
yes,
Pan Am flew RTW flights.
I wasn’t saying that UA was the first to do that but that they were first to fly to all 50 states
Parker,
companies can and do highlight their OWN position and product and that is not trolling.
No one was saying a word when WN was doing the trolling. They had ads plastered on the inside of their jetbridges trolling their competition.
They even had gate agents making snarky comments in the gateroom about UA during the whole Dr. Dao aftermath.
Business is business. Not one ounce of sympathy for WN or AA in their struggles today.
Two recent examples of why United is winning vs AA.
AA flight from LAX to Honolulu in First, should be premium route. Plane was horrible A321 in Oasis config. Seats in First so tightly packed that passenger one row in front of me reclined and was in my face. Seats were uncomfortable due to thin padding. Had to flag down FA mid flight for water and she seemed annoyed served it in a plastic cup. This was a $4k round trip fare! Other passengers were commenting about how bad AA first has become.
We had relatives that flew the same route on United (same day/time) and for roughly the same fare had a larger plane with lie flat Polaris seats and excellent service. Completely different experience and UA felt premium versus AA feeling like a slightly bigger seat on a low cost carrier.
Second example is my wife’s recent trip from Shanghai to SFO in economy. Service and food were MUCH better than AA. FA’s went throughout the economy cabin thanking every elite status member for their loyalty. They thanked her and she is only Silver level status. Her connecting flight from SFO to LAX was on an A319 and the seats (and seat back entertainment) were MUCH better than AA’s domestic planes and the experience felt more premium (even in coach).
She would have flown AA on this trip, but they did not have a direct flight. I am longtime AA EXP and she is lifetime PLT on AA, however due to both of the examples above we are moving to United going forward. The ability to use SWU’s on long haul flights was enough for me to grin and bear AA planes, but with those being useless now there is no reason to torture ourselves anymore.
This is pretty easy for AA to reply to.
Aside from flying to Mongolia, there isn’t much United provides to the average American that is better than AA.
“seatback screens” if you’re lucky. But you’re more lucky to have a sCO liveTV screen circa 2002.
high speed wifi if you’re “on 5% of our planes”
I have nothing against United but they shouldn’t be trolling. They have a lot of aspirations but little to show for it. It’s cute but honestly ridiculous given the state of your product. Having the most seats on an A321NEO between AA/DL/UA isn’t an “aspirational product”. it’s having the most dense product in the skies. That’s the new United. Cramming you in even more than AA.
The Smizek Airbus with no ports for anyone in the poor seats. Fix your product, United. Then come back to troll
@DTG
Anyone based in Chicago who voluntarily buys a premium ticket from AA when UA is available should have a visit to the psychiatrist. It is the definition of self-harm!!
@Parker
> Not sure why pointing out how you’re better through data is “trolling”
It isn’t. Trolling is “the act of leaving an insulting message”, and UA isn’t insulting anyone.
Just real bad writing from the author.
Healthy competition is good, for business and consumers; it keeps us all sharp. Instead of a race to the bottom, this is the better way. Actually offer more, treat people better, including passengers and workers. That’s how companies, and airlines, especially, should ‘win.’
@Tim Dunn — I tend to agree with you on most things, as here. My thought is that if the ‘good side’ wins, then historians and psychologists will indeed study this era in politics, economics, and culture, and should indeed note this widespread ‘psychosis,’ where people (and companies, and countries led by mad-men) seem to think they can get ahead by harming others. Some call it bullying, others call it fascism. Obviously, United is not fascistic here, but take it to the n-th degree, and it could get spicy! Bah!
@MaxPower — As much as I enjoy seeing you and Tim go at it on other posts, I must agree with you that it is a shame that AA gave up on IFE for its’ 737s and a319/20/21s. Some folks will inevitably race onto here to defend them, but honestly, even if you don’t use it, the lack of IFE is a sign of cheapness. Most UA and nearly all DL and B6 have IFE. It’s a sign of a ‘premium’-ish airline.
@Unintimidated — As I’ve said many times on here, ‘troll the trolls.’ So, no worries @Arnaud either about so-called ‘trolling,’ let ’em. Also, thank you for speaking highly of Hyatt; it really is one of the only decent ones left, and even then, I’d say their days are numbered before they adopt the same devaluating, cheap tactics as the others, sadly. As for pizza, take it back. Now. Deep dish is not pizza. It’s soup and bread. How dare you. Grrr.
@DTG — Thanks for sharing those anecdotes. Speaking of Shanghai, I’ve noticed the nonstop flights from NYC area (I know, you said, SFO, but still) have been ridiculously expensive to mainland China for the past couple years. Like, if business class was $5,000 RT before, now it’s $25K+, which is insane. There used to be a sweet spot routing JFK-PVG then onward to SE Asia via China Eastern, but those days appear to be over. Not many Americans visiting China as tourists, students, or for business these days either. Hope Xi isn’t acting on his 2027 plans. Eep.
@Joseph — ‘Mediocrity’? Ah-hah! Made me think of Immortan Joe’s line in Mad Max: Fury Road, “Mediocre.” @L737, how’s that one?
@1990 little known outside Chicago, but Chicago’s favorite pizza is tavern style. Deep dish is for the tourists.
@FromTheMidwest — Fair enough. I thought ‘tavern’ was more of a Milwaukee thing. Speaking of, the Art Museum there is excellent, as is the Third Ward. Decent Kimpton there, too. Nice rooftop. I’ve also had ‘tavern style’ more-so in the Dakotas, Sioux Falls, Fargo, etc., and it was just one big square pizza, super thin. As for SD, please skip Wall Drug and the Corn Palace. Sheesh, talk about tourists.
@1990
I’ll just say talk more about UA setback screens
It’s nothing to be proud of. They don’t exist on most of UA planes or are something from 2004
But thanks for watching me so much
You make me blush 😉
Proud to make you watch me
@Maxpower — Not stalking you, so much as finding what you and others say to be interesting, and happy to engage, share ideas, debate, banter, whatever.
I will indeed talk more about those new ‘seat’-back screens on the Max, which are indeed excellent, and certainly not a ‘set’-back, even in Economy. (I believe you had a typo, all-good.) Great charging ports. Ample entertainment options. High quality. Enjoyed it from SFO-PHX recently.
Now, compared to DL and B6, UA’s actual competition in this regard, since AA has practically gave up on IFE for the aforementioned aircraft, it just depends whether it’s newer or older equipment. Like, B6’s oldest E190s and Airbuses still have first generation IFE, which was great… in 2010, not so much in 2025.
As for DL, at least they mostly have IFE on nearly everything, except CRJs, and 717s, which, honestly, I cannot believe they still fly, but I guess it works for ATL-CHA, which honestly, just drive, it’s 2-hours, even with some traffic, for goodness sake.
UA has a lot of strengths
But flying them for cool screen back screens or decent WiFi
Not a united strength
And won’t be for a LONG time
UA makes Gogo seem like high speed WiFi
Marketing is great
United is awesome at that
But it does not change that little of UA’s fleet is much beyond 1997 internet speeds
But the future is a fun marketing ploy
Meanwhile today…
AA has high speed WiFi on every single mainline plane
Get a grip, United
You’re way behind the industry
@ unintimidated
K&E also pioneered having different offices of the firm represent opposing sides in the same litigation.