CHICAGO– United Airlines (UA) CEO Scott Kirby has reaffirmed that his focus remains on driving United’s profitability rather than outpacing Delta Air Lines (DL) in market margins. During the 2025 Q2 earnings call, Kirby acknowledged Delta’s (ATL) strategic influence while emphasizing United’s pursuit of absolute profit growth.
Kirby stated that United Airlines (UA) is committed to achieving solid double-digit margins by cultivating brand-loyal customers and optimizing its hub strengths, particularly in San Francisco (SFO), Newark (EWR), and Washington Dulles (IAD).
Photo: Scott KirbyUnited Airlines CEO: Profit Over Rivalry
During United Airlines’ Q2 2025 earnings call, CEO Scott Kirby addressed questions about whether United could eventually overtake Delta Air Lines in profit margins, Live and Let’s Fly flagged.
Rather than focusing on surpassing Delta, Kirby emphasized that his mission is to maximize United’s absolute profitability.
He candidly recognized Delta’s success as a model but stressed that United’s priority is sustainable profit, not a margin race.
Kirby identified both United and Delta as the only U.S. carriers that possess a structurally diversified revenue model and brand loyalty-driven customer base. He asserted that these characteristics create a permanent advantage that is “not copyable” by other airlines.
While Delta’s strengths include a robust non-union workforce, efficient hubs like Atlanta (ATL), and an evolved loyalty partnership with American Express, United counters with its superior hub network in major metropolitan areas and key international gateways such as SFO, EWR, and IAD.
Additionally, Kirby noted that while Delta may hold marginal advantages in some areas, United’s comprehensive network across larger cities positions it well to maintain competitive profitability.
Rather than aiming to narrowly beat Delta’s margins, United targets sustainable double-digit returns, even amidst industry headwinds.
Photo: United AirlinesBuilding Brand Loyalty as the Profit Engine
Kirby reiterated that United’s profitability strategy hinges on winning brand-loyal customers. He credited Delta for pioneering this approach, demonstrating that customer loyalty drives financial success.
United’s investments in customer experience, hub infrastructure, and premium offerings align with this vision, aiming to secure a loyal passenger base that yields higher returns.
Kirby highlighted that despite industry challenges in 2025, United has grown its earnings and margins in the first half of the year. This performance, he argued, is proof of the brand loyalty strategy’s effectiveness.
United remains committed to this long-term approach, which Kirby views as the best path to maximizing absolute profit margins.
Photo: Denver AirportThe Competitive Landscape
Though Kirby downplayed direct competition with Delta, the rivalry remains implicit. United acknowledges Delta’s success in vertical integration and loyalty partnerships but believes its geographic and operational strengths provide balance.
Kirby projected that both airlines will continue to dominate the industry profit landscape.
He also mentioned the broader competitive field, particularly American Airlines (AA), which still has potential despite its current lag. While Kirby described the United-Delta advantage as “structural” and “permanent,” the dynamic nature of the airline industry suggests that shifts remain possible.
American’s strategic moves toward premium offerings could reposition it over time, especially in competitive hubs like Chicago O’Hare (ORD).
Photo: Samir Nadori | United AirlinesBottom Line
United Airlines’ leadership under Scott Kirby is centered on maximizing profitability through brand loyalty and hub strength, not merely surpassing Delta Air Lines in profit margins.
While Delta’s model serves as a benchmark, United is focused on solidifying its own financial resilience and operational excellence.
Kirby’s strategy reflects confidence in United’s structural advantages and a commitment to long-term value, even as competition in the U.S. airline industry continues to evolve.
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