For a long time, First Class was considered the pinnacle of air travel. However, with the continuous enhancement of Business Class cabins and the increasing challenges in profitability, many airlines have reduced or even completely eliminated this once-iconic class. The aviation industry seemed to be heading toward the inevitable disappearance of First Class, gradually replaced by ultra-premium Business offerings that, in some cases, rival the First Class of the past.
Even among the most prestigious carriers, only a few still maintain a significant First Class presence. Gulf and Asian airlines, often regarded as benchmarks for premium service, have also scaled back their First Class offerings. Qatar Airways, consistently ranked among the world's best airlines, only offers First Class on 14 of its 227 long-haul aircraft (according to Planespotters.net on 18/03/2015), representing just 7% of its fleet. Similarly, Singapore Airlines features First Class on 34 of its 158 aircraft, available exclusively on the Airbus A380 and select Boeing 777s, accounting for 26% of its long-haul fleet. Emirates, long seen as an exception, continues to offer First Class on most of its Airbus A380s and Boeing 777s. However, a strategic shift appears underway: the airline has started receiving its Airbus A350s without a First Class cabin, and its order of over 65 Airbus A350s and Boeing 787s does not include plans for this class—an unmistakable signal.
In Europe, the trend has been even more pronounced. First Class has almost vanished, now existing only within four airlines: British Airways, Air France, SWISS, and Lufthansa. British Airways maintains First Class on 56% of its long-haul fleet, while Air France—despite its renowned La Première product—offers it on just 15% of its long-haul aircraft. SWISS takes a different approach, equipping all its long-haul aircraft with First Class, catering to a loyal clientele that values exclusivity. Lufthansa, after years of uncertainty regarding its First Class offering, has announced a renewed commitment with the launch of its Allegris product. Previously, First Class was available on 35% of Lufthansa's long-haul fleet; with the introduction of new aircraft, this proportion could approach 50% in the coming years.
While everything seemed to indicate the gradual disappearance of First Class in Europe, an unexpected turning point has emerged. Against all odds, Lufthansa was the first to relaunch this class with a completely redesigned product. A year and a half later, Air France follows suit by announcing an ambitious redesign of La Première. Rather than lagging behind, European airlines are now leading the way in redefining luxury air travel, positioning Europe as a key player in the resurgence of First Class.
In October 2023, Lufthansa unveiled Allegris, a new long-haul product designed by the Lufthansa Group, aimed at modernizing its cabins across all travel classes—Economy, Premium Economy, Business, and First Class.
At the heart of this transformation, Lufthansa introduced a new First Class, conceived as a true extension of domestic comfort and marketed under the slogan “Truly Like Home”. The Allegris First Class experience features spacious suites with modern architecture, enclosed by nearly full-height sliding doors for enhanced privacy. The seat, nearly one meter wide, is fully adjustable and converts into a bed over two meters long, with an integrated heating and cooling system.
Each suite includes a 32-inch 4K entertainment screen with Bluetooth connectivity for personal headphones, a 10-inch touchscreen tablet for seat, lighting, and entertainment controls, a wireless charging pad, a premium Sennheiser Bluetooth headset, and dedicated storage space, including a wardrobe and mirror. In-flight service has also been redesigned to offer a more flexible and refined culinary experience.
Lufthansa's most innovative feature is the Suite Plus, a double suite providing an even more exclusive experience. Designed as a private lounge above the clouds, it includes two independently adjustable seats, a spacious dining table for face-to-face meals, a 43-inch 4K screen for a cinematic experience, and a fully modular setup that can transform into a double bed.
Importantly, Lufthansa does not offer the Suite Plus to strangers—it can only be booked by passengers traveling together or privatized for an additional fee.
After several months of delay, this new First Class is now operational on five Airbus A350s based in Munich, serving San Francisco, Shanghai, Chicago, Bengaluru, and Beijing. However, not all A350s equipped with the new Economy, Premium Economy, and Business Class Allegris cabins currently feature First Class.
The new First Class introduced with the Allegris product will also be adapted by SWISS under the SWISS Senses identity. This concept will be progressively deployed aboard the airline's future Airbus A350s, with the first deliveries expected in 2025. Furthermore, SWISS plans to modernize its existing fleet by equipping its Airbus A330s and Boeing 777s with these new cabins, ensuring a harmonized passenger experience across its entire long-haul network.
This commitment from SWISS further reinforces the trend of European airlines investing in premium cabin products, particularly in the First Class segment. By aligning its offering with the Lufthansa Group's Allegris concept while maintaining its distinct Swiss identity, SWISS demonstrates its dedication to providing a consistent luxury experience to its high-end clientele.
Following Lufthansa and SWISS, British Airways has also chosen to invest in a new First Class product as part of its fleet modernization program, particularly on its Airbus A380s. This move reinforces the idea that, rather than disappearing entirely, First Class may be entering a new phase in Europe.
The new British Airways First Suite features a 93 cm-wide seat that converts into a fully flat two-meter bed. Enclosed within a 1.5-meter-high curved shell, it provides enhanced sound insulation and a more intimate, cocoon-like experience. A multi-purpose ottoman and a retractable table allow passengers to optimize their space and dine comfortably face-to-face.
For entertainment, each suite includes a 32-inch 4K screen with Bluetooth connectivity for wireless headphones. Ambient lighting is fully customizable with pre-set modes, and passengers have a wireless control tablet to adjust all seat and lighting settings.
To preserve privacy, a sliding partition is installed between center seats, allowing travelers to choose between a shared space and a fully enclosed suite.
This new First Class will be gradually rolled out on British Airways' Airbus A380s starting in mid-2026 as part of a broader modernization initiative.
Air France, which had long remained discreet about the future of La Première, has today unveiled the new version of its First Class product, with an unprecedented suite that aims to strengthen its position in the ultra-premium travel market.
Unlike traditional First Class configurations, the new suite combines a lounge chair and a chaise longue, allowing passengers to adopt various seating positions throughout the flight. In lie-flat mode, the chaise longue transforms into a fully flat bed measuring two meters long and 75 cm wide.
With a total space of 3.5 m², each suite is among the largest in First Class, featuring five windows for ample natural light. Privacy is ensured through thick mesh curtains and a full-height sliding partition. For those traveling together, the divider can be lowered to create a shared space.
The cabin design highlights premium materials and high-end finishes, with full-grain leather, soft wool, and touches of red, a signature of La Première.
Each suite is equipped with two 32-inch 4K screens, positioned for both seated and reclined viewing, with Bluetooth connectivity for personal headphones. Air France provides Denon noise-canceling headsets, and a wireless tablet enables full control of seating and lighting functions.
Dining remains a hallmark of La Première, featuring menus curated by Michelin-starred chefs and a carefully selected wine list.
The first Boeing 777-300ER aircraft with the new La Première will serve routes to New York, Los Angeles, Singapore, and Tokyo. By summer 2025, 19 aircraft will feature the new cabin, covering 10 destinations from Paris-Charles de Gaulle.
With this new version of La Première, Air France joins Lufthansa, SWISS and British Airways in relaunching First Class products in Europe. While many airlines have reduced or eliminated this cabin, this strategic repositioning shows that First Class may not have said its last word, at least on certain key routes where demand for ultra-luxury travel remains strong.
If First Class is making a comeback in Europe, it's not solely to meet growing demand: it also plays a strategic role for airlines. More than just a travel class, it's a showcase for their expertise, a demonstration of prestige that extends far beyond the few seats it represents on an aircraft.
In an ultra-competitive market where every detail matters, First Class is a powerful image lever. Its high-end positioning serves to project an image of excellence that benefits all travel classes. An airline capable of offering one of the world's best luxury services is, by extension, perceived as a reference in all its other classes. This is particularly the strategy of Air France, which highlights La Première to reinforce its image of elegance and exclusivity across its entire offering.
First Class service is designed as a total experience. Each airline integrates the very essence of its national identity. At Air France, for example, this is expressed through culinary excellence, with menus developed by starred chefs and refined wine and champagne selections.
Another key factor is the media visibility of First Class, which far exceeds its actual weight in an airline's offering. Every new launch or product revamp receives significant press coverage, particularly on social media and in the aviation and lifestyle media. Awards and accolades recognizing the best First Class products also serve as powerful marketing tools, drawing attention to the airline's broader service portfolio.
However, First Class remains an exclusive product, accessible to only a select clientele. Traditionally dominated by business travelers, this niche market is evolving. While corporate travel has declined since the pandemic, demand for luxury travel—especially to exotic destinations—is seeing strong growth.
Paradoxically, as European airlines improve their First Class product, some major players are heading in the opposite direction. In the Gulf and Asia, airlines renowned for their premium service are gradually reducing their First Class offerings. Emirates, Qatar Airways, and Singapore Airlines, for example, are now focusing on ultra-premium Business Class products, which are more profitable and easier to market. This divergence in strategy underscores that the future of First Class depends largely on each airline's priorities and how they position themselves in the luxury air travel market.
The strong return of First Class in Europe, led by Lufthansa, SWISS, British Airways, and Air France, reflects a deliberate effort by airlines to reaffirm their premium positioning and retain an elite clientele seeking exceptional experiences. More than just a product, First Class embodies a strategy of brand image and differentiation, strengthening the prestige of the airlines that offer it.
However, this resurgence is taking place in a rapidly changing market. While some airlines are betting on a revival of luxury air travel, others are favoring increasingly sophisticated Business Class cabins, which are more profitable and better adapted to new consumption trends. This duality raises an essential question: Are we witnessing a true and lasting renaissance of First Class, or is this the swan song of a product destined to disappear as the market evolves?
Only time will tell. But one thing is certain: as long as prestige and exclusivity remain integral to commercial aviation, First Class will continue to represent the ultimate dream in air travel.
Featured image by Air France
