Pay for the class of service you want to receive? Not being facetious, but that's the way it works in most countries - which is probably why the service is much better.

More constructively, I presume that the OP is a UA flyer. UA is one of the most generous airlines in the world on upgrades. So, the way to do it on UA is to become at least a 1K and earn 6 GPUs for the following year, each one of which gives a one-way upgrade on a W fare or higher, if upgrade space is available. (Many of us find that it's not, which is why we waste them). As a 1K it's likely that the OP will come across the occasional op-up (once every third year, perhaps). Finally the OP will be earning 100% bonus miles on flying so will be earning more miles to spend on upgrades, but must be prepared to pay the co-pay.

The other great thing about UA is E+ which would be free to the OP and makes matters far more comfortable.

Finally, depending upon his company rules, perhaps the OP should choose a carrier with Premium Economy.