United Airlines Prepares for Industry Challenges
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 21 2026
0mins
Should l Buy UAL?
Source: NASDAQ.COM
- Industry Challenge Response: United Airlines CEO Scott Kirby reassured employees that the company is well-prepared to tackle industry challenges, including the war in Iran and soaring fuel prices, emphasizing that its long-term strategy and financial strength will support ongoing growth investments.
- Rising Fuel Costs: Jet fuel prices have more than doubled recently, potentially adding $11 billion in annual expenses if sustained; however, Kirby noted that demand remains at record levels, with the last ten weeks marking the strongest revenue period in United's history.
- Investment Plans: United plans to assume oil prices will remain elevated until 2027, tactically adjusting flight schedules to reduce unprofitable routes while continuing major investments in aircraft, technology, and infrastructure, expecting to take delivery of about 120 new aircraft in 2026.
- Enhancing Competitiveness: Kirby stressed that United will not resort to cost-cutting or deferring investments but will use this period to strengthen its competitive position, aiming to become the world's most brand-loyal airline, urging employees to focus on customers and each other.
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Analyst Views on UAL
Wall Street analysts forecast UAL stock price to rise
16 Analyst Rating
15 Buy
1 Hold
0 Sell
Strong Buy
Current: 95.080
Low
115.00
Averages
139.07
High
156.00
Current: 95.080
Low
115.00
Averages
139.07
High
156.00
About UAL
United Airlines Holdings, Inc. is a holding company. The Company transports people and cargo throughout North America and to destinations in Asia, Europe, Africa, the Pacific, the Middle East and Latin America. The Company, through United Airlines, Inc., and its regional carriers, operates across six continents, with hubs at Chicago O'Hare International Airport (ORD), Denver International Airport (DEN), George Bush Intercontinental Airport (IAH), Los Angeles International Airport (LAX), Newark Liberty International Airport (EWR), San Francisco International Airport (SFO), Washington Dulles International Airport (IAD) and A.B. Won Pat International Airport (GUM). Its hub and spoke system allow it to transport passengers between a large number of destinations with frequent services. The Company has contractual relationships with various regional carriers to provide regional aircraft service branded as United Express. It provides freight and mail transportation services (Air Cargo).
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Airport Fee Structure: Fees for checking bags at the airport start at $50, escalating to $75 at the gate, which could deter customers and potentially drive them to competitors, thereby affecting United's market share.
- New Fare Structure: The airline is introducing a tiered fare structure that includes base, standard, and flexible options for premium cabins on long-haul international and select Hawaii flights, aiming to enhance competitiveness in the premium market segment.
- Industry Trends: With global average jet fuel prices more than doubling compared to the previous month, United and other U.S. airlines like JetBlue are raising baggage fees to offset rising maintenance and labor costs, indicating broader financial pressures within the airline industry.
See More
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- Airlines Adjust Pricing: Major airlines like United Airlines and JetBlue have begun raising baggage fees to cope with rising operating costs, reflecting the flexibility of larger companies in adjusting prices, while smaller businesses face greater survival pressures.
- Policy Response Limitations: The Federal Reserve has not indicated a willingness to lower interest rates to stimulate the economy, with market expectations leaning towards potential rate hikes, further increasing financing costs for businesses and consumers and exacerbating economic uncertainty.
See More
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- Intensified Market Competition: With United upgrading its Polaris class to include new suites with sliding doors and larger screens, it signals a rapid push to capture high-end customers, likely prompting similar moves from competitors in the industry.
- Economy Class Adjustments: United is also planning similar segmentation for its Premium Plus class, set to launch in specific markets this month, further enhancing its competitiveness in the high-end travel sector.
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- Impact of Oil Surge: Crude oil prices soared over 11% due to President Trump's tougher stance on Iran, leading to sharp declines in airline and cruise line stocks, with United Airlines and Carnival both down more than 3%.
- Corporate Developments: SBA Communications surged over 18% as it explores potential acquisition options, while Globalstar rose over 13% amid reports of Amazon's interest in acquiring the company, highlighting market focus on M&A activity.
See More
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- Industry-Wide Price Hike: Following United's announcement, JetBlue also raised its checked bag fees by up to $9, indicating a broader trend of price increases across the airline industry due to surging fuel expenses.
- Surge in Fuel Costs: Since the U.S. and Israel's attack on Iran on February 28, jet fuel prices have skyrocketed by 80%, becoming the second-largest expense for airlines after labor, which is forcing carriers to adjust their pricing strategies.
- Customer Discount Policies: Despite the fee increases, United Airlines continues to offer free checked bags for United credit card holders, MileagePlus Premier members, active military personnel, and premium cabin travelers, highlighting its focus on retaining key customer segments.
See More
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- Unexpected Jobless Claims Drop: Despite market pressures, initial jobless claims fell by 9,000 to 202,000, indicating a stronger labor market than anticipated, which may provide some support for stocks and alleviate investor fears of an economic slowdown.
- Divergent Energy Sector Performance: Energy producers like Diamondback Energy rose over 2% due to soaring WTI prices, while airline stocks such as American Airlines and Carnival fell more than 4% as rising fuel costs cut into profits, highlighting a clear divergence across sectors.
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