5 Fast Facts About United Airlines’ Former Premium Cabin

‘Connoisseur Class’ was the branding for United Airlines‘ international and premium domestic business class during the 1990s. Introduced on November 1st, 1991, the peculiar business class is still remembered by passengers. Although the name ‘Connoisseur Class’ was dropped at the turn of the millennium, why do many still remember it with nostalgia? Here are five interesting facts about the Connoisseur Class that made it stand out in the era of 90s air travel.

5 The origins of the ‘Connoisseur Class’ name

United Airlines introduced the name ‘Connoisseur Class’ as a refined label for its business class, aiming to appeal to high-end travelers with an elevated, premium feel. According to the Cambridge Dictionary, a Connoisseur is someone “who knows a lot about and enjoys one of the arts, or food, drink, etc., and can judge quality and skill in that subject.”

The choice of the term “Connoisseur” also related to the “C” inventory code that represented business class tickets; United’s marketing team wanted a sophisticated, memorable name beginning with “C” to reinforce the sense of luxury and to distinguish it from standard business options. The origins of “Connoisseur” may be traced back to Pan Am or Air Canada, as United reportedly bought the rights to the name from Air Canada in the early 1990s.

4 Reputation for quality

Connoisseur Class was designed to be an improved business class experience on international flights. The onboard experience featured a welcome Godiva chocolate and highly customizable gourmet dining, with plated meals tailored to passenger preferences.

The Connoisseur Class offered lie-flat seats, usually made of fabric rather than leather, which was preferred by many. It also offered upgraded personal amenity kits and superior In-Flight Entertainment (IFE) through mini-VCRs. Flight Assistants had a box of tapes with recent movies that they’d pop into your player.

3 The crucial role of the Connoisseur Class

Chicago-based United Airlines introduced the Connoisseur Class during the early 1990s as a part of the planned diversification of its international services. This became a crucial time for United, as the airline approached to acquire some of the most important trans-Pacific routes from Pan American World Airways (Pan Am) in 1986.

At the time, Japan opposed the $750 million purchase of Pan-Am’s routes deal, seeking greater access to the American market for its carriers. Ultimately, an agreement was reached, affirming the US right to substitute one airline for another on international routes.

By gaining a foothold in the profitable Pacific region, these routes allowed United to strengthen its global network and increase its presence in Asia. As United entered foreign markets, the Connoisseur Class stood out as a crucial service on those routes.

2 The ‘rise of civilization’ ad on the 747 and 777

In 1991, a magazine advertisement aboard a United Airlines 747 introduced the Connoisseur Class. In the magazine, the title of the advertisement was as follows: ‘The rise of civilization’, since “attention to detail elevates business class to its highest form of civility”.

United advertised the new class saying:

“There is now a place where international business class is being redefined. Where new, substantially wider seats, placed no more than an arms length from the aisle, refresh the body. And sophisticated CD audio soothes the soul.”

This was on the upper decks of United Airlines’ vast 747 fleet, traveling smoke-free, and it was available on all trans-Atlantic and most trans-Pacific flights. Later, in mid-1995, when the Boeing 777 was added to United Airlines’ fleet, the Connoisseur Class was also introduced in the new 777-200.

1 The Connoisseur Class transformation

By the late 1990s and the early 2000s, United began phasing out the Connoisseur Class in favor of the simpler “United Business”.

Connoisseur Class was phased out in keeping with a broader trend in the airline business, as carriers rebranded and improved premium classes to better compete and appeal to a wider range of passengers who prefer contemporary conveniences to traditional elegance.

This rebranding also facilitated the launch of United Polaris in 2016, a further evolution of United Airlines’ premium international service that sought to offer a more consistent, upscale experience across its fleet. On Polaris, United says:

“With United Polaris business class, you’ll enjoy the best United has to offer, from the moment you check in at the airport to when you reach your final destination. No matter where you’re going, we want to make sure you get there in comfort and style.”

At its core, the experience includes:

• Two free checked bags
• Premier access (priority check-in, bag drop and handling and more)
• United Polaris lounges (on long-haul flights)
• Private seats with direct aisle access
• Amenity kits
• Inflight dining
• Inflight entertainment