United Continental Holdings Inc. (UAL) said Monday it placed an order with Brazil's Embraer SA (ERJ, EMBR3.BR) for 30 large regional jetliners, 76-seat aircraft that United will own but lease to a regional affiliate that will operate them.

United said the new planes, Embraer-175s, will be delivered in 2014 and 2015. It didn't disclose a price for the order, but at list price the order could be worth about $1.26 billion. The planes will be flown by a United Express partner to be named later, the company said.

United, the world's largest airline by traffic, counts about 550 turboprops and regional jets operating on its behalf by several regional carrier affiliates. United has never owned its regional jets but its merger partner Continental has had experience in owning smaller planes and leasing them to its commuter partners.

Now that the pilots of United and Continental have agreed to a new joint contract, that labor agreement gives their employer more flexibility to add larger regional jets to the fleets of its commuter affiliates. In their old labor agreement, Continental pilots severely limited the number of planes that could be flown by commuter airlines, and especially the larger, more passenger-pleasing versions, on Continental's behalf.

The new planes will be outfitted with first-class cabins seating 12, a roomier section in the front of coach known as Economy Plus with 16 seats, and 48 economy seats. United Continental's regional partners currently operate 38 70-seat Embraer 170s and 115 CRJ700s, a rival aircraft of the same size made by Canada's Bombardier Inc. (BDRBF, BBD.A.T, BBD.B.T). The Embraer 175 is slightly larger.

The new planes will replace some of the 350 smaller, less efficient 50-seat regional jets now being flown on United Continental's behalf, the company said.

Embraer, in a statement Monday, said United also took options on 40 additional E-175s. If all the options are exercised, the combined order has an estimated value of $2.9 billion at current list prices, the manufacturer said.

Write to Susan Carey at susan.carey@wsj.com

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