SouthernWorldwide.com – United Airlines CEO Scott Kirby believes that passengers are willing to pay more for an enhanced flying experience, and the airline’s performance appears to validate his strategy.
Kirby, who was once a skilled card counter and is still barred from several Las Vegas casinos, now applies a gambler’s mindset to his leadership in the airline industry. His approach for United focuses on significant investments in upgrading aircraft, expanding premium seating options, improving in-flight internet connectivity through a partnership with Starlink, enhancing food and beverage selections, and developing a user-friendly mobile app to streamline the travel process.
His career in aviation spans decades. Kirby served as president of US Airways from 2006 to 2013 before moving to American Airlines as president after its merger with US Airways in 2013. He then joined United Airlines as president in 2016 and assumed the CEO role in 2020.
While American Airlines remains the largest carrier in the U.S. by passenger volume, Delta has consistently led industry rankings. Forbes Travel Guide recognized Delta as the best U.S. airline in 2025, citing its superior food and beverage offerings, customer service, and complimentary Wi-Fi. Delta also received accolades for its premium amenities, including memory-foam recliners, flat-bed seating, and amenity kits.
Additionally, Delta’s One Lounge at JFK Airport was named the “best U.S. Airline lounge” by Forbes for its luxurious amenities, such as three-course meals, shower suites, relaxation pods with massage chairs, and spa treatments.
The Wall Street Journal had previously named Delta the best airline in the U.S. for four consecutive years, from 2021 to 2024. However, in the Journal’s 2025 rankings, it was surpassed by Southwest Airlines and Allegiant Air.
Upon taking the helm at United, Kirby launched the “United Next” growth strategy. In a press release in 2021, the company announced a historic order for 270 new Boeing and Airbus aircraft, which was the largest combined order in the airline’s history and the most significant by a single carrier in a decade.
This initiative also included plans for a comprehensive overhaul of the airline’s existing narrow-body fleet. The goal was to create a new signature interior, increasing premium seats by approximately 75% on North American departures. Passengers could also expect larger overhead bins, seatback entertainment at every seat, and the fastest Wi-Fi available in the industry.
United aimed to provide “the best customer experience in the industry.” Andrew Nocella, the company’s executive vice president and chief commercial officer, stated that United would offer “the most premium seats in North America, taking a different, more customer-friendly approach.”
“The more we invest, the more we win,” Kirby told The Wall Street Journal.
According to the publication, United’s stock value has doubled since 2021. Together, United and Delta were responsible for over 90 percent of the U.S. airline industry’s profits in the previous year.
Interestingly, Kirby’s approach to customer service was once quite different. At US Airways, he reportedly suggested charging passengers for water. He has since stated, “I can do 180 degrees in a second. If the evidence changes, I can change my mind.”
Online forums, such as those on Reddit, feature extensive discussions comparing United and Delta. Passengers often debate the merits of each airline’s credit card rewards programs and the likelihood of receiving upgrades.
“At the end of the day, they’re basically the top two airlines in the country,” one user commented. “It’s entirely your taste… Many of my friends fly for Delta and absolutely love it. I can only say great things about both companies.”
Another user shared, “I have good experiences with both and not so good to absolutely horrible with both. Air travel these days is a roll of the dice.”
Kirby himself has expressed surprise at the significant positive impact of investing in these customer-centric improvements.
He acknowledged drawing inspiration from Delta but emphasized that “we long ago stopped copying them.” Kirby’s mantra for United executives is “Your job is wow,” reflecting his desire for the company’s initiatives to genuinely impress customers.
Delta CEO Ed Bastian commented that United’s emulation of his company’s strategies is “smart.”
The profile in The Wall Street Journal described Kirby as “audacious” with “grand ambitions.” It also mentioned his past public discussions about a potential merger with American Airlines, a notion that then-President Trump opposed.
“American’s public comments make it clear that a merger like this is off the table for the foreseeable future,” Kirby stated in a release from United in April. He added that he believed it was “worth taking the time to describe in some more detail what this could have looked like.”
Delta and United are likely to continue their intense competition for passengers. Domestic air travel in the United States reached a record high last year, with the TSA screening 2.57 million more passengers in 2025 compared to 2024, according to FOX Business.
The Bureau of Transportation Statistics reported in May 2026 that in March, aviation fuel prices had increased by 56.4 percent, consumption rose by 19.5 percent, and the cost per gallon of fuel was up 30.9 percent compared to February 2026. Kirby had previously indicated in a March interview with Bloomberg TV that ticket prices could consequently increase by 15-20%.
