>> United Continental Thursday taking the wraps off Polaris for business class travelers. The high-end service aimed at quickly putting travelers in a dreamy mood on long haul flights. It's an answer to a growing challenge from domestic carriers like Delta and foreign ones too says, Reuter's airline reporter Jeffery Dastin.
>> So there's been a race to luxury in the airline business of late. If you've seen there've been commercials with Jennifer Anniston the actress for Emirates.>> Emirates planes have showers and they have bars.>> This isn't an Emirates plane.>> No. No. No.>> There's no shower?
].>> There have been commercials with actress Nicole Kidman for Etihad.>> But to totally reimagine it.>> Minus the star power, United is trying to win over demand in customers with a high-end personal media center and an unlimited supply of mimosas and Bloody Marys. And if you want to make sure you don't have bloodshot eyes before getting off the plane, there's a vanity light at the seat.
Polaris is new CEO Oscar Munoz's latest effort to shake up United after a challenging time. Its last CEO was ousted in a scandal, and Munoz had to go out on medical leave, almost immediately for a heart transplant. Since returning to work, he's had to fight off a shareholder revolt with investors upset over the company's weak performance.
Early hopes that Munoz could turn things around have given way to pessimism, with the stock down 20% from a year ago.