UAL Alpha Score: 64 out of 100. United's 167 Max 10s won't arrive until 2027, leaving lie-flat seats in storage while Kirby targets JFK and South America.
United Airlines CEO Scott Kirby is charting an expansion plan that pairs a bigger footprint at New York's John F. Kennedy International Airport with deeper routes into South America. The strategy also hinges on Boeing's delayed 737 Max 10, which has left hundreds of premium seats in storage.
US carriers are wrestling with rising costs and scarce airport capacity. United already leads American carriers in international flying, and Kirby wants more of the premium travel that passengers increasingly pay for. The carrier is also preparing for the delayed Max 10, which was supposed to add hundreds of premium seats.
United has 167 Max 10 aircraft on order. The plane was originally expected to enter service in 2020. United now expects its first Max 10s in summer 2027, seven years after the original target. The delay leaves the carrier with hundreds of lie-flat seats that fit no other aircraft in its fleet. "We got a bunch of lie-flat seats that we don't know what to do with," Kirby told CNBC. "They don't fit on other airplanes." United has already adapted by upgrading a group of Airbus A321neo aircraft with 20 Polaris suites and premium economy seats. The subfleet, called the Coastliner, will run transcontinental routes.
Kirby also wants United back at JFK, where the airline plans to return through a partnership with JetBlue Airways as early as next year. United is exploring ways to acquire slots from carriers that are not operating profitable routes from the airport. "We got a bunch of irons in the fire to try to find ways to do it," Kirby told CNBC.
The airline already leads US carriers in international flying and is preparing to announce additional overseas routes. Its international network has expanded in recent years to Ulaanbaatar in Mongolia and Bilbao in Spain. Kirby wants to strengthen United's presence in South America and the southeastern US, where the carrier lacks a strong hub. "Those are two places that are holes for United that are hard to fix on a stand-alone basis," he said. Kirby identified Miami International Airport as the best location for serving South America. American Airlines held more than 60% of passenger enplanements at Miami in fiscal 2025.
Kirby has explored potential combinations with Delta Air Lines and American Airlines. He is looking for ways to expand United's scale. Both approaches have faced resistance. People familiar with the matter told CNBC that Delta rejected an approach from United. American publicly rejected a merger proposal this year. Kirby said United is not interested in acquiring a smaller airline such as JetBlue. "Everything I say would require a willing partner," he said. American chief executive Robert Isom dismissed the prospect of a deal, saying the company focuses on opportunities that have a realistic chance of happening, according to CN. Kirby argues that concerns over airline consolidation underestimate the differences between major carriers, including their networks and products.
Artificial intelligence is another part of Kirby's plans. He expects AI tools to make travel easier for customers and employees while improving reliability, particularly when airlines face weather disruptions and airport constraints. United is also investing in premium seating. Travellers show a greater willingness to pay for higher-end cabins.
Operational reliability remains a challenge.
In the first half of the year, United ranked behind Delta and Alaska Airlines for on-time arrivals, according to the US Transportation Department.
Kirby, who became United CEO in 2020 after joining the airline in 2016, said his longer-term focus is building a business that can withstand future disruptions. "Our employees often ask me like, 'What keeps me awake at night,' and I tell them, 'nothing,'" he said. "My job is to set the company up so none of you ever have to have a sleepless night worrying about your jobs." His transformation from American's former president to United's chief executive has shaped his competitive approach.
AlphaScala's proprietary score puts United (UAL) at 64 out of 100, rated Moderate. Boeing (BA) scores 30, Weak, and American Airlines (AAL) sits at 57, Moderate.
American fired Kirby in 2016, and United announced his appointment almost immediately afterwards. "I joke that most people take a few weeks, a couple months between jobs. I took 60 seconds," Kirby said.
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