- US airlines have ditched first class for improved business cabins to optimize space and revenue.
- Some global carriers are adopting a different strategy as demand for more onboard luxury spikes.
- Ultra-wealthy travelers will book first class on routes that private jets can’t reach.
Delta Air Lines and United Airlines years ago eliminated international first class on their planes, and American Airlines is following suit.
They deemed business class more lucrative for long-haul flights. It can fit more seats and is more marketable to more people than a costly first-class ticket.
But many global carriers in Europe, Asia, and the Middle East are taking the opposite approach, chasing dollar signs with new first-class cabins amid a post-pandemic industry shift that’s seen increasing demand for luxury at the front of the plane.
This includes multimillion-dollar revamp plans in a bid to lure more customers, keep up with the competition, and boost revenue and reputations. While these carriers still have business class, true first class remains a money-maker despite taking up the least amount of cabin real estate.
Qatar Airways CEO Badr Mohammed Al Meer told CNBC in March that the airline’s first class is here to stay. This was a U-turn from his predecessor, who said in 2023 that first class wasn’t necessary with that carrier’s famous Q-Suite business class.
Five-star Singapore Airlines also plans to launch a new first class as part of an over $800 million cabin overhaul project. Air France, Swiss International Air Lines, and Lufthansa are also in the mix, among others.
A study from Mighty Travels Premium, published in October, showed that the first-class resurgence is largely corporate travelers from monied Fortune 500 companies.
The study, which analyzed airline revenue data, saw a jump in international bookings from affluent leisure individuals willing to pay a premium for the posh perks.
First-class transatlantic fares averaged about $2,900 one-way between January and August, not including taxes and fees, according to data from the aviation analytics company Cirium. But that can be a lot higher on more luxury-focused airlines.
Tiffany Funk, an analyst from the travel website Point.me, told Business Insider that a drive behind Singapore’s new first-class is partly from ultra-wealthy people who want to fly in style but can’t reach certain destinations with a private jet.
“Singapore adding first-class speaks to its demographics,” she said. “One of the Google co-founders who goes back and forth between the US and Singapore is someone who would book it, those are the people willing to pay $15,000-$20,000 for that really nice luxury experience.”
Some airlines are adding first-class to boost their prestige
Funk said airlines like British Airways, Singapore, Emirates, and Air France don’t always fill first-class but have them for the “prestige.”
Airlines, especially those with state investment, are willing to take the trade-off for the sake of boosting their reputation or providing the needed luxuries for their local elites.
“Air France is committed to having this super premium first-class product because it’s Air France,” Funk said. “It doesn’t necessarily make economic sense, and it doesn’t need to with only four seats to fill on the plane.”
She pointed to other examples like Emirates, which can get more customers across all cabins simply because it is associated with having showers in first class — even if people aren’t in a seat with access to that shower.
Then there is British Airways, which Funk said carries the prime minister and the royal family and needs to partly maintain first-class for that clout.
“You’re not going to have William and Kate fly business class alongside 85 other people,” she said.
9 airlines are planning a new first-class cabin
With at least nine new international first-class cabins coming to market over the next couple of years, deep-pocketed customers have a lot to look forward to — especially as some of these luxury seats will touch the US.
Here are nine global airlines introducing a new first-class cabin:
- Air India: A new first-class will be retrofitted onto existing Boeing 777-300ERs starting in 2025 as part of Air India’s $400 million rebrand.
- Air France: The airline’s new “La Premiere” first-class is expected to be unveiled by the end of 2024, though details remain limited.
- British Airways: The UK flag carrier is debuting a new first class on its Airbus A380s and future Boeing 777Xs. No official timeline has been announced.
- Cathay Pacific: The Hong Kong-based airline is introducing a new first class on its future 777X planes, but the delivery of those planes and its new cabin is still uncertain.
- Swiss International Air Lines: From 2025, the carrier will offer a new pod-like first class on existing A330s, Boeing 777s, and future A350s.
- Lufthansa: Germany’s flag carrier is launching its new A350 Allegris first-class on Saturday. The suite is similar to Swiss.
- Qantas: From 2026, Australia’s national airline will debut a new first class on A350s as part of “Project Sunrise,” which will operate the world’s new longest flights between Australia, New York, and London.
- Qatar: The Doha-based airline has released few details about its new first class, but the cabin will be on future 777X planes.
- Singapore: Singapore is the latest airline to reveal a new first class, which will debut on seven ultra-long-haul A350-900ULRs in the first quarter of 2027.
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