United Airlines is making significant strides in the Asia-Pacific region, with a strong focus on partnerships and expanding connectivity across Australia and New Zealand. Doreen Burse, United Airlines’ senior vice president of worldwide sales, recently visited Sydney where she sat down to chat to Travel Weekly about the future of the airline in Australia.

Doreen Burse recently visited Australia to touch base with partners and clients. (Supplied)

Doreen Burse knows a thing or too about the travel industry. She is United Airlines’ senior vice president of worldwide sales, a role she took on in March 2021 and oversees global sales strategy, strengthens sales programs, and builds new partnerships to drive revenue.

Prior to her career at United, Burse had an impressive career in hospitality, most recently as vice president of Marriott’s global sales for the US and Canada, managing accounts representing US$16 billion (AU$23bn) in annual spending.

Burse recently visited Australia to meet with trade partners, clients and employees, underscoring the importance of Australia in the airline’s growth strategy.

“Being in the marketplace and spending time with clients, industry trade partners, and our employees is the fastest way to have your finger on the pulse of what’s going on, but also to say thank you and get a sense of what’s going well,” Burse explains, highlighting the value of in-person connections.

Partnerships that matter

One of United’s most critical partnerships in the region is with Virgin Australia, which has bolstered United’s connectivity throughout Australia. The collaboration, which began just three years ago, has already seen tremendous growth and impact, with both airlines sharing routes, conducting joint marketing efforts, and even hosting special events like Mardi Gras Pride flights.

“The partnership with Virgin Australia is incredibly important. It provides deep connectivity throughout Australia. If you think about our connection from the US – San Francisco, Houston, LA – into Brisbane, Sydney, and Melbourne, the partnership allows for seamless travel across the country,” Burse said.

United’s relationship with Air New Zealand is similarly strong, with the joint venture enabling enhanced connectivity across the Pacific.

“In New Zealand, our joint venture partnership has been in place for quite some time, and it’s really crucial in connecting travellers on both sides of the Pacific,” she says.

Focus on expansion

While United has a strong footprint with routes to Sydney, Brisbane and Melbourne, the airline is continuously evaluating expansion opportunities.

As to discussions around the new Western Sydney Airport, United remains open to new possibilities while its codeshare partner, Singapore Airlines was recently announced as the first international carrier to fly out of WSI.

Singapore Airlines first international carrier announced for Western Sydney Airport

“We’re always evaluating. We feel like we have great coverage getting into Australia, and through our partners, we can offer extensive connectivity across other cities,” Burse adds.

This expansion isn’t limited to Australia. While United’s transpacific network is 33 per cent larger this summer than last summer, its Asia-Pacific network larger than pre-COVID for the first time. United will also continue to increase services in Asia, including the relaunch of key routes like Hong Kong-Los Angeles and Tokyo-Cebu, as part of its broader Asia-Pacific growth strategy.

In addition to the launch of the Cebu route, United is implementing several seasonal changes to its flight schedules. Starting from December 3, 2024, the Brisbane to San Francisco route will operate daily and United will introduce a second flight on the Sydney to San Francisco route, operating three times a week beginning December 24, 2024.

The Melbourne to Los Angeles route will also see a significant increase in frequency, shifting to daily service starting December 4, 2024. Additionally, the Sydney to Houston route is set to restart on October 29, 2024, initially offering three flights per week and transitioning to daily service by December 20, 2024.

Looking ahead

United remains focused on delivering superior customer experiences, expanding routes, and investing in technology and sustainability. With a strong foundation in partnerships across Australia, New Zealand, and Asia, the airline is well-positioned to meet the demands of a rapidly changing travel landscape.

As part of its ambitious United Next growth plan, United Airlines is set to revolutionise its fleet by taking delivery of approximately 100 new aircraft each year for the next five years.

United Airlines Boeing 787-9 Dreamliner.

This substantial investment is not just about increasing the number of planes; it reflects United’s commitment to enhancing the travel experience for its passengers and improving operational efficiency. The new aircraft will feature the latest in passenger comfort and technology, including modern cabin designs, advanced entertainment systems, and improved fuel efficiency.

“We believe that people love to travel and be together in person, and we’re committed to making that experience as seamless and enjoyable as possible,” Burse concludes. “It’s an exciting time to be in the airline industry, and we’re proud of the work we’re doing, not just for United, but for our passengers and partners around the world.”

Leading in sustainability

As the airline industry faces mounting pressure to address its environmental impact, United has emerged as a leader in sustainable aviation practices. The company is one of the largest buyers of sustainable aviation fuel (SAF) and has made significant investments in emerging technologies aimed at reducing carbon emissions.

“Sustainability is such a top-of-mind issue right now,” Burse says. “United has been involved in sustainable aviation fuel for over a decade, and it’s the fastest way to decarbonise air travel.

“We’re also focused on investments in carbon sequestration, hydrogen planes, and electric taxis to ensure we meet our goal of being carbon-neutral by 2050.”

In 2023, United Airlines took a significant step towards sustainability by leading the formation of the UAV Sustainable Flight FundSM (SFF).

This multi-million dollar venture capital fund is designed to accelerate the development and adoption of SAF alongside 21 partner organisations, including other airlines, finance and energy companies, marking one of the industry’s largest collective efforts to reduce carbon emissions.

The UAV Sustainable Flight Fund aims to increase the availability of SAF, which currently represents only a fraction of the fuel used by airlines globally, despite being key to achieving net-zero emissions goals by 2050. Through this fund, United and its partners are investing in start-ups and innovative companies focused on producing SAF, as well as exploring other decarbonisation technologies.

In addition to its commitment to SAF, United allows individual travelers to contribute to sustainability efforts through the airline’s Sustainable Flight Fund. To date, more than 110,000 passengers have donated at least $1 towards this initiative, showcasing growing customer support for environmentally conscious travel options.

Technological innovations

Another area where United is leading the industry is in its embrace of new technologies. In a significant development, United recently announced a partnership with Starlink to bring free in-flight Wi-Fi across its fleet starting in 2025. The airline plans to roll out this service on all flights, offering passengers faster, more reliable internet access.

“We spent a lot of time testing out the technology, and now we’re ready to roll it out fleet-wide. It will be free for all passengers, regardless of where they’re seated,” Burse said. United is also investing heavily in its app, which integrates with in-flight Wi-Fi to provide real-time updates on everything from baggage tracking to navigating connecting airports.

As United Airlines continues to grow its presence across the Asia-Pacific region, travelers and industry partners alike can look forward to enhanced connectivity, improved in-flight services, and a steadfast commitment to sustainability.