Investors in United Continental Holdings (UAL) saw a 5% boost on Tuesday following the company's announcement on its "investors day" that it would be rolling out a new "Basic Economy" fare class in early 2017 to compete with a growing cadre of low-cost economy air carriers.
These carriers, which include Allegiant, Frontier Airlines and Spirit Airlines, offer bare-minimum services. A traveler's ticket price includes a spot on the plane and a small carry-on bag; everything else, from a seat reservation to larger baggage allowance, to even a cup of water, must be purchased extra. The low-cost fares are popular with cost-conscious Millennials, who now make up the largest part of the U.S. population.
United's Basic Economy tickets will include snacks and basic beverages, according to the company, but users will be allowed to neither reserve seats nor alter their flight schedules. And full-size carry-on luggage will not be allowed for the basic price.
"The new offering provides the added benefit for customers and employees of simplifying the boarding process, as fewer customers will bring overhead bags on board," United explained.
United is joining a growing list of major airlines that have begun rolling out cost-saving fares, including Delta Air Lines and American Airlines. Delta is already slated to start rolling out a special economy-grade cabin for international flights with just a bit more legroom.
It's unknown whether United will go so far in embracing economy class, but Tuesday's announcement does highlight that the company is adjusting its business to a more competitive market.