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• United Airlines just took a subtle jab at its two biggest rivals as it aims to position itself as premium.
• It promised to have uncrowded lounges and touted how many planes now have seatback entertainment.
• Delta has struggled with long lines at its Sky Clubs. And American eschews seatback entertainment.

United Airlines just threw a subtle jab at its two biggest rivals.

The carrier on Thursday said it was focused on a host of “premium” moves, including making sure its airport lounges don’t get “overcrowded” — an obvious swipe at Delta Air Lines, which continues to face long lines outside some of its popular Sky Clubs.

But it didn’t stop there. It tweaked American Airlines, too.

United, during its Thursday earnings call with investors, touted its growing number of seatback screens, saying that these are installed on more than 146,000 seats across 765 airplanes.

It’s a not-so-subtle reminder that American stubbornly refuses to install seatback screens on most of its domestic fleet.

“These screens define a premium airline in the US,” said United’s executive vice president and chief commercial officer, Andrew Nocella. “Our signature interior conversion is now at 64% and an investment of over $1.6 billion.”

The comments came after a choppy year for airlines, with President Donald Trump’s positions on tariffs and other controversial issues said to be putting a damper on demand for some international flying.

United’s SVP of global network planning and alliances, Patrick Quayle, told the media in October that the airline has seen some decline in foreign points of sale. Still, he said, transatlantic demand remains strong overall, with more than 80% of its seats purchased by people in the US.

United jabbed at perceived shortcomings at Delta and American

United is trying to position itself as the more premium option among the Big 3, emphasizing comfort and exclusivity as the airlines compete for high-paying premium and business travelers.

United said its premium cabin revenue rose about 6% year-over-year in the third quarter, though that was less than Delta’s 9%.

Meanwhile, Delta has acknowledged the record crowds at its more than 50 Sky Clubs worldwide and has made changes, though some have annoyed customers.

In 2023, it raised annual lounge pass prices by $150, increased guest fees, and restricted access for basic economy passengers unless they had the right credit card.

Hoping to split the crowds between the two upscale products, Delta is also rolling out a new tier of exclusivity: “Delta One” lounges, which are more high-end than its Sky Clubs. As of 2025, there are only four locations: New York-JFK, Boston, Los Angeles, and Seattle.

Responding to a request for comment from Business Insider, a Delta spokesperson said: “We are always evaluating our policies and strategy to ensure the best possible Club experience. We continue to track impact of previous policy changes and strive to ensure an unparalleled Club experience for our valued members.”

Meanwhile, American has stayed steadfast in its mostly anti-seatback entertainment stance. (It has in-flight entertainment on large planes that fly overseas, and on certain transcontinental flights.) But on most of its domestic workhorse fleet, it’s instead installed tablet holders so passengers can stream entertainment on their own devices. This saves money on weight and fuel.

Some people — including this reporter — prefer it this way.

“Over 90% of our customers already fly with their own devices — ones they upgrade, know, and prefer,” an American spokesperson told Business Insider. “As such, American is focused on investing in fast connections and free entertainment, enjoyed on the devices our customers choose.”

The spokesperson added that all AAdvantage loyalty members will get free WiFi starting next year.

It’s earnings time for airlines

On Thursday, United’s stock was down more than 7% after it posted better-than-expected earnings figures, but revenue numbers that fell short of what analysts had expected.

Still, its stock is up more than 34% over the past year.

Delta, which also reported earnings last week, is up around 6.5% over the past year. American, which is set to report earnings next week, is down nearly 8.6%.

• Smucker’s is going after Trader Joe’s in court over what it calls an Uncrustables “copycat.”
• A lawsuit accuses Trader Joe’s of using protected design elements, such as a crimped edge and a specific shade of blue.
• Smucker’s says Uncrustables is nearly a $1 billion brand favored by grade schoolers and NFL players.

This week’s hot new legal drama can be found in the frozen foods aisle.

Packaged foods giant JM Smucker filed a lawsuit Monday with the US District Court of Northern Ohio alleging that grocery chain Trader Joe’s has unfairly infringed on its rights with a crustless peanut butter and jelly sandwich.

Trader Joe’s “launched an obvious copycat” of Smucker’s Uncrustables, Smucker lawyers say in the filings. They highlight the similarities between the two products’ crimped edges and a specific shade of blue in the packaging that Smucker has trademarked in relation to these snacks.

Both products are circular ravioli-style sandwiches that are individually wrapped and frozen. Their design allows them to thaw for eating a few hours after being pulled from the freezer.

“Our focus is solely on protecting the unique trademarked design that represents the high quality associated with the Uncrustables brand and preventing consumer confusion caused by imitation,” a Smucker’s spokesperson said in a statement to Business Insider.

Trader Joe’s did not respond to a request for comment.

In its filing, Smucker says Uncrustables has grown to become a nearly $1 billion brand, with more than 1.5 billion sandwiches made a year across three US facilities.

In addition to its favored status among grade schoolers, the brand is heavily consumed by players in the National Football League.

A key element of the Smucker suit is the apparent confusion among consumers and on social media about the origin of the Trader Joe’s dupes.

“They’re probably made in the same factory as actual Uncrustables,” one TikToker said in a video reviewing the Trader Joe’s product, which was cited in the lawsuit.

Tina Floyd, who was general manager of consumer foods for Smucker in 2020, told Business Insider at the time that the company spent a lot of time refining the Uncrustable recipe into something that could be mass-produced and frozen without the quality suffering.

“Retailers thought we were crazy. It took a lot of time to make sure product quality was sustainable,” she said.

In its lawsuit, Smucker is demanding that Trader Joe’s ship all of its crustless sandwiches and marketing materials to its facilities for disposal, as well as “account for and pay over” all profits the grocery chain has earned from the sale of the products.

• While Lake Como draws the crowds, Lake Lugano remains a quieter, lesser-known destination.
• Visitors can enjoy art, hiking, local cuisine, and scenic villages around the tranquil lake.
• This article is part of “Undiscovered Europe,” a series exploring overlooked travel gems.

Every year, around 1.4 million visitors flock to Lake Como‘s decadently glamorous and increasingly crowded shores.

But just under 40 kilometers west, a tucked-away jewel nestled along Switzerland’s southernmost edge remains largely undetected.

Set under gently swaying palms and the magnificent gaze of the Alps, Lake Lugano is a glacial lake within Switzerland’s only Italian-speaking canton — a subdivision similar to a US state — of Ticino. Life unfolds quietly, with atmospheric cobbled streets and a waterfront promenade blissfully free of tourist throngs.

“Lake Lugano is perfect for travelers who want something different,” Walter Di Liberto, a Switzerland-based guide with Intrepid Travel told Business Insider. “The water is of a deep blue as it comes straight from the glaciers and the mountains surrounding. The scenery is soft and romantic. The lake is calm and the hills are green. You see flowers everywhere, and the sunsets are golden and beautiful.”

And yet, it’s still largely overlooked.

“Lugano often gets overshadowed by nearby Lake Como or Lake Maggiore,” said Jacqué Gabellone, the director of product and operations for Tenon Tours, a boutique tour company specializing in tailor-made European travel. “Many international visitors head to Como because of its celebrity status, so Lugano remains quieter and feels more authentic.”

Gabellone, who previously lived in Switzerland and frequented Lake Lugano often, told Business Insider, “Lugano is where Swiss precision meets Italian flair. You get palm-lined promenades, piazzas filled with cafés, and dramatic alpine scenery. It’s ideal for those who want both culture and nature without the heavy crowds.”

Sun-drenched culture, breathtaking scenery, and tranquil villages

Straddling the Swiss-Italian border, Lake Lugano reflects the spirit of both nations with a relaxed approach to daily life that’s effortlessly unhurried.

“It’s a place that makes you slow down and enjoy the moment. You can hear people speak Italian, eat Swiss chocolate, and see art from both cultures,” Di Liberto said.

Lugano is the largest city in the lakefront region of Lake Lugano, renowned for its waterfront position and a mild, sunny climate akin to the Mediterranean, just in an alpine province. “In Switzerland, we call Ticino, ‘Sonnenstube der Schweiz’ — Sunroom of Switzerland,” Di Liberto said.

In summer, hikers trace cliffside trails and boats skim the lake’s surface while Lugano proper hums with music festivals and open-air markets. In colder months, locals stave off winter’s chill in cozy cafés, small shops, and cooking classes.

“Most visitors come to relax, enjoy nature, and eat tasty food,” Di Liberto said. “It’s a good place for couples, families, and older travelers.”

Of course, the lake is Lugano’s main stage, around which villages like Gandria, Morcote, and Bré cling to dramatic hillsides. While quaint and picturesque, the towns see even fewer tourists.

To reach them, Gabellone said, “Travelers should take the local ferries instead of private transfers whenever possible. It’s the best way to see the villages along the lake at a relaxed pace.”

7 Things to do in Lake Lugano

1. Admire art in Lugano. Lugano is home to small art museums, including the Museum of Art of Italian Switzerland.
2. Ride a cable car to savor views. Monte San Salvatore is a mountain that rises high above Lake Lugano. “You can take a funicular to the top and see the whole lake,” Di Liberto said. “There are stunning views from the rooftop of the church at the summit.”
3. Take a hike. Di Liberto said Monte Generoso offers various hiking trails with stunning views of the Swiss Alps and Italian plains. “The restaurant at the summit has local cuisine with breathtaking views of the Swiss Alps and Italian plains.”
4. Wander through gardens. According to Di Liberto, Lake Lugano is filled with beautiful parks like Parco Ciano, which is located by the water with old trees and colorful flowers, while the summit of Monte Generoso has botanical gardens, playgrounds, and scenic walking paths. He also recommends Parco San Grato. “It’s a picturesque alpine green space with an extensive collection of azaleas, rhododendrons, and conifers to enjoy breathtaking views of Lake Lugano and the surrounding mountains.”
5. Sip local wines and sample specialties. Gabellone recommends “A wine tasting of Ticino’s merlot wines with an evening stroll along the lakeside promenade,” and a meal at “Grotto Morchino for rustic Ticinese cuisine in a charming stone grotto.” Di Liberto’s favorite restaurant is Grotto dei Pescatori Caprino, which is by the lake and reachable only by boat.
6. Book a historic hotel. Most of Lake Lugano is steeped in history, especially Grand Hotel Villa Castagnola. Gabellone said the hotel is a five-star resort set in a 19th-century villa with lush gardens right on the lake.
7. Explore surrounding villages. Both experts agree that visitors should travel to the small villages surrounding Lugano.”Mont Bré is reachable through a spectacular funicular ride above Lake Lugano, and its charming medieval town is rich in art and architectural gems,” Di Liberto said.

Gabellone also recommends a cruise to Gandria, “a fishing village only accessible by boat or walking path.” While there, walk along Sentiero dell’olivo, or Olive Grove Trail, a scenic hiking path along Lake Lugano, connecting Gandria and Castagnola. Di Liberto said visitors can check out spectacular views of the lake and learn about olive oil production from informative signs throughout the village.

Di Liberto also suggests Morcote. “It’s quiet with old houses and a beautiful church on the hill,” he said. “Parco Scherrer is like a secret garden. Locanda Gandriese has delicious food with stunning views of Lake Lugano.”

For now, Lake Lugano remains under the radar to most travelers, even those who are well-informed. They unknowingly skip over it, seeking out better-known locales that are just as magnificent but suffer from an over-saturation of tourist activity.

“Wherever you go, just remember to slow down,” Di Liberto said. “Ticino is not about big sights, but small moments — a coffee by the lake, a walk in the hills, a chat with a local. That’s what makes it unforgettable.”