By Sara Bright
Many major airlines are getting rid of first class. American Airlines and United have cut their top-tier cabins, suggesting that the peak of air travel is disappearing. But some airlines see things differently.
Carriers like Air France, Lufthansa, and Emirates are investing millions to make their first-class cabins more exclusive than ever. This focus on luxury is not just for show. It is a calculated business decision aimed at a small but very profitable group of travellers.
The new first-class offerings are less like seats and more like private rooms. Air France’s La Première gives each passenger a private suite. The service begins on the ground, with access to a private lounge at Charles de Gaulle airport featuring food from a Michelin-starred chef.
Lufthansa’s new Allegris First Class has a “Suite Plus” option. It is a double cabin with closing doors, large screens, and Porsche Design amenity kits. The goal, as Air France’s CEO put it, is to create a private retreat above the clouds.
Why spend so much on a section of the plane that serves so few? The numbers explain the investment. According to the International Air Transport Association, premium cabins generate around 15% of airline revenue while taking up a fraction of the space.
After the pandemic, growth in premium travel has outpaced economy. Airlines are targeting wealthy leisure travellers who are willing to pay for comfort and privacy. Lufthansa’s €2.5 billion investment in its new cabins is a direct bet on this market.
The strategy is a bit like that of a luxury watchmaker. They don’t aim for volume. They focus on perfecting a product for a select few, knowing that the reputation will elevate the entire brand.
The experience is built on small details. Emirates offers “zero-gravity” beds inspired by NASA. Lufthansa suites include personal wardrobes and foot lockers large enough for carry-on bags. Air France provides cashmere throws and curated vintage Champagnes.
Food is another key area. On Air France, chefs from the Ducasse group design the menus. Emirates offers an on-demand caviar service. The aim is to anticipate every need and make the cabin feel like a private sanctuary.
These ambitious plans have run into problems. Supply chain issues have delayed Lufthansa’s rollout. The complex parts for the new suites, like motorised doors and integrated cabinets, are proving difficult to manufacture at scale.
Some of the new cabins are not expected to be fully in service until 2027. For airlines, these delays are a risk. Their target customers expect perfection. Still, the potential reward seems to justify the wait. With corporate travel budgets often limited to business class, first class now depends on attracting the world’s wealthiest leisure passengers.
