United Airlines works to start anew as its rivals work to widen their competitive advantages

The US global network airlines Delta and American regularly receive accolades for the execution of their respective merger integrations. Assessment of the merger between United and Continental has been different, even from the airline's own executives, who admit the integration was more challenging and took longer than anyone had anticipated.

United is working to adapt to changed pricing structures ushered in by the ULCCs - shifting more of its operations from regional to mainline and ensuring that customers fully understand the attributes of its various product offerings once its version of a basic economy fare debuts later in 2016.

United's executives are also acknowledging the long standing gap it has in margin performance vis a vis its peers, and stresses its commitment to margin improvement. United in many ways is starting again, attempting to build a new foundation of trust with customers, employees and investors.