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Fortune

Phil Wahba

United Airlines' growth strategy is all about selling customers a better version of what they already buy

United Airlines Fortune United States Delta Scott Kirby

(Credit: Patrick T. Fallon / AFP via Getty Images)

In today’s CEO Daily: United is transforming air travel into a quasi-luxury experience.
The big leadership story: Hugging Face turns to Chinese AI to fight a cyberattack.
The markets: Mostly up as investors weigh a new diplomatic push to pause the Iran conflict.
Plus: All the news and watercooler chat from Fortune .

Good morning. Phil Wahba writing from New York this morning. If it seems like airfares keep climbing—but you keep paying anyway—that’s all part of the plan, at least at United Airlines. There, CEO Scott Kirby has been working on a long-term “premiumization” of the airline’s offerings, and his playbook is relevant to any CEO looking to squeeze more margin out of the same customer base by selling them a better version of what they already buy.

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