For any traveler who has ever stared enviously at a business-class bed before wedging themself into a middle seat on a long-haul international flight, United Airlines has news for you. The carrier this week announced what it calls the “Relax Row,” a dedicated set of three economy seats with individually adjustable leg rests that can fold up to a 90-degree angle. The result is something between a couch and a bed, though which one depends on how tall you are.
“Customers traveling in United economy on long-haul flights deserve an option for more space and comfort, and this is one way we can deliver that for them,” Andrew Nocella, chief commercial officer for United, said at a media event at Los Angeles International Airport (LAX) where the new Relax Row concept was unveiled.
United is the first U.S. airline to debut this seating style and holds North American exclusivity on the specific design (it is still awaiting regulatory approval). The concept could prove particularly appealing to families with small children: In addition to the extra space, United will provide a kids’ travel kit and a stuffed plush toy. Other perks (for everyone) include a custom-fitted mattress pad, blankets, and two extra pillows. There will also be seatbelt options designed for safety and comfort when using the seats in the lie-flat position. United said it is targeting couples and solo travelers with its Relax Row offering as well.
The Relax Row seats come with a mattress pad for added comfort.
Courtesy of United Airlines
At a mock setup at the Los Angeles media event, I had the chance to try it firsthand. At five-foot-seven, I couldn’t lie fully flat across the three seats, but it’s certainly a much more comfortable setup than a standard economy seat, and for the right price, it will be a compelling offer. The blanket was noticeably thicker than a typical economy throw, and the mattress pad (which users would put atop the three-seat setup) provided substantial cushioning.
United has not yet announced pricing details for the Relax Row. But if it follows the model of other international carriers with similar seat conversions, such as Air New Zealand’s Skycouch experience, expect an add-on fee to a standard economy ticket. That upcharge will vary based on how many people are sharing the row (from one to three passengers can book).
Relax Row targets a vast middle of the traveling public who want something comfortable but perhaps aren’t ready to fork out loads of money for business class or premium economy. United will offer up to 12 Relax Rows per plane, and the option is expected to launch in 2027 on United’s Boeing 787 and 777 wide-body aircraft. By 2030, the carrier says 200 planes will have it installed, representing a majority of its long-haul aircraft.
The Relax Row seating concept could prove particularly appealing to families with small children who want a better chance at sleep on long-haul flights.
Courtesy of United Airlines
The concept of Relax Rows isn’t entirely new. It was pioneered more than a decade ago on the other side of the world. Air New Zealand introduced the economy Skycouch in 2011 as a patented, first-of-its-kind seating option that the carrier has since licensed to other airlines, including China Airlines and Brazil’s Azul.
Tuesday’s announcement fits into United’s broader strategy of premium segmentation. The airline has grown its premium seating by 40 percent over the past five years, and the Relax Row gives United another upsell opportunity.
“We focus on customer needs from the front of the aircraft to the back of the aircraft in every way, what I would describe as a premium-for-everybody type of strategy,” said Nocella.
