CHICAGO- United Airlines (UA) CEO Scott Kirby says he often sits in coach when traveling with his family. In a recent interview, he explained why sharing the economy experience matters to him—and to United’s broader customer philosophy.
During a conversation with Los Angeles’ KTLA, Kirby discussed United’s investment in upgrading its economy cabins and his own experience flying in the back with his seven children.
United CEO Flies Economy Regularly
When asked about shrinking seats and growing passenger discomfort, Kirby countered that United has “invested hugely in the coach cabin.”
He pointed to features such as larger overhead bins, seatback entertainment screens, and new aircraft interiors as proof of the airline’s commitment to improving the experience for all travelers—not just those in premium cabins.
Kirby told KTLA’s David Lazarus that he frequently flies in coach, saying, “I do, often. I have seven kids, so I often take my turn in the back with the kids.” His comment highlights a more grounded approach from a major airline CEO—one who experiences the same cabin as most of his passengers.
Industry observers note that while it’s uncommon to spot executives sitting in economy, Kirby’s willingness to do so aligns with United’s strategy of building credibility through shared experience.
For a CEO, that sends a message: if the product is good enough for him, it should be good enough for every customer, Live and Let’s Fly flagged.
United’s Investment in the Economy Cabin
Under the airline’s “United Next” initiative, United Airlines (UA) is overhauling its mainline fleet to feature modernized interiors and better passenger amenities.
Every newly delivered aircraft—and each one undergoing retrofit—includes seatback screens, faster Wi-Fi, and expanded storage bins designed to fit larger carry-ons.
Kirby has previously stated that this renewed focus on in-flight comfort stems from customer feedback.
During his time at American Airlines (AA), he reportedly opposed the removal of seatback screens, arguing that passengers valued them more than executives realized. At United, he’s acted on that belief, ensuring the full fleet reflects it.
Balancing Cost and Customer Loyalty
While Kirby’s commitment to improving the economy experience is clear, analysts note a practical challenge: economy travelers tend to prioritize price.
Over-investing in amenities can be risky if passengers still choose competitors based on fare differences.
Kirby’s bet, however, is that consistent quality builds long-term loyalty. He believes that when passengers recognize United’s improved economy experience, they’ll be less likely to shop around—choosing the airline for reliability and comfort, not just price.
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