On October 27, 2024, United Airlines will revive its Tokyo Narita hub with a new intra-Asian service to Cebu. This comes seven years after United ended its previous intra-Asia flights from Narita. The move marks a significant development in United’s operations in Asia, building on its acquisition of Pan Am’s Pacific network in 1986. Narita was a crucial hub for United, allowing connections across Asia. Additional routes, such as Narita-Kaohsiung and Narita-Ulaanbaatar, will follow in 2025.
The Strategic Importance of Narita
In 1986, United Airlines acquired Pan Am’s Asia-Pacific network for $750 million, including the coveted Tokyo Narita hub. This acquisition allowed United to rapidly expand its footprint across Asia, making Narita a major gateway for flights connecting the U.S. to Asia. The hub became an essential link in United’s global strategy, with flights connecting multiple U.S. cities to destinations like Hong Kong, Singapore, and Seoul.
By 2004, United had nearly 1.5 million two-way intra-Asia seats from Narita. However, as aircraft range increased and Tokyo Haneda opened to international flights, United gradually phased out its intra-Asian services from Narita. The last of these flights ended in 2017, as non-stop services from the U.S. mainland to destinations like Singapore and Hong Kong became more feasible, reducing the reliance on Narita as a transit hub.
Narita’s Role in United’s History
Narita Airport was initially a crucial stopover due to aircraft range limitations. For example, United’s Boeing 747-400s and 777-200ERs provided service from San Francisco to Narita before continuing to other parts of Asia. With advancements in technology, United’s newer 787-9s and 777-300ERs allowed non-stop flights from the U.S. to longer-range destinations like Singapore and Manila, diminishing the need for a stop in Japan.
As Haneda, located closer to central Tokyo, opened up to more international flights, it became a preferred airport for direct U.S.-Japan flights, offering point-to-point services with a higher yield. Narita, which was once a bustling transit hub, saw a decline in necessity for U.S. airlines.
United’s Return to Narita with New Routes
Now, after a seven-year hiatus, United is reigniting its intra-Asian presence at Narita with the launch of a daily Narita-Cebu route on October 27, 2024. This route will be operated using a Guam-based Boeing 737-800. Cebu is a growing market for United, and with 108,000 annual point-to-point passengers between Cebu and Tokyo, the airline aims to capture a share of this traffic, alongside growing U.S.-Cebu passenger numbers.
United is strategically positioning itself to offer quick sub-two-hour connections from Cebu through Narita to major U.S. cities like Los Angeles, San Francisco, and Chicago. Data shows significant demand on these routes, with over 30,000 round-trip passengers between Los Angeles/San Francisco and Cebu, and strong numbers from cities like New York and Chicago as well.
More Routes to Follow in 2025
In addition to the Cebu route, United has announced two new intra-Asian routes starting in 2025. These will also be operated with the Boeing 737-800 and will focus on underserved markets:
• Narita-Kaohsiung: This daily service to Taiwan will begin on July 11, 2025. Kaohsiung had 187,000 passengers in the year to July 2024, and United aims to serve this demand alongside the Taiwanese diaspora in the U.S.
• Narita-Ulaanbaatar: Starting May 1, 2025, this thrice-weekly service will target the growing demand for travel between Mongolia and the U.S. The U.S.-Mongolia market saw 40,000 passengers in the last year, and Tokyo-Narita’s connection to Mongolia’s capital will further cater to Mongolia’s developing tourism, mining, and adventure travel industries.
In addition to these new intra-Asian routes, United plans to introduce a Narita-Palau route in 2025, enhancing its presence in Oceania.
United’s Strategic Low-Cost Approach
Reviving the Narita hub offers United a low-cost, low-investment opportunity to grow its footprint in Asia without major infrastructure changes. United already holds valuable slots at Narita and can use available 737 aircraft to serve underserved routes across Asia and Oceania. By focusing on niche markets like Cebu, Kaohsiung, and Ulaanbaatar, United aims to establish a competitive edge in regions where other Star Alliance members, such as All Nippon Airways (ANA), do not currently operate.
Conclusion: A New Chapter for United at Narita
United Airlines’ decision to revive its Narita hub signals a shift in its strategy, targeting underserved markets in Asia and Oceania. With the introduction of new routes to Cebu, Kaohsiung, Ulaanbaatar, and Palau, United is set to offer new options for travelers connecting between the U.S. and Asia. This move highlights Narita’s continuing relevance in global aviation and United’s ability to leverage its existing infrastructure to explore new growth opportunities. As the airline continues to innovate, Narita’s role as a hub for intra-Asian and trans-Pacific connections is set to expand once more.
