United today announced that it will be “transforming the customer experience” at its 49 airport lounges.
Beginning this month, United will begin implementing a three-pronged upgrade of its United Club lounges, including new complimentary food offerings, facility renovations, and a new training program for lounge staff that “will reflect standards of the hotel and hospitality industry to better match club members’ expectations.”
The new menu, according to United, is “focused on freshness, variety and quality.” Among the highlighted items: fresh bagel sticks, hummus with assorted toppings, a Mediterranean salad, cage-free hard-boiled eggs, and a soup-du-jour. During the morning hours, there will be a hot oatmeal station.
The new menu will be available at United Clubs in Houston, Denver, Newark, Los Angeles, San Francisco, and Washington by the end of summer, and throughout the lounge network by year end.
In addition to the complimentary food, United plans to test a food-for-sale program later this year. Ancillary revenue, right?
As has been consistently the case lately, United is lagging rather than leading the industry with its new services. Delta, among others, recently completed a thorough refresh of its lounge offerings. In conjunction with its upgrades, Delta hiked prices for its annual lounge memberships. United may be planning to do the same.
Reader Reality Check
How do United’s lounges compare with other major carriers’?
This article originally appeared on FrequentFlier.com.
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