First Class Investments

Investing into premium products seems illogical given today's economic conditions, but for many airlines, a leading first class is still a key differentiator and they are willing to invest in. Swiss International Air Lines has been the latest carrier to unveil new seats and amenities for their most valued customers.

In a presentation in Zurich, Swiss International Air Lines presented their new first class product, set to go live on their new Airbus A330-300 fleet later this year. The new 'suite above the clouds', as called by the airline, features a completely new seat, state-of-the-art entertainment options as well as side walls for increased privacy.

With these new features, Swiss is following the trend towards suites, as seen with other airlines such as Emirates, Singapore Airlines or Qantas. All three introduced cabin-style products with the delivery of their Airbus A380s last year. Emirates has already been leading the development by rolling-out its first seat-sidewalls on the ultra long-haul Airbus A340-500.

Emirate's first class cabin on the A340-500. Photo: Emirates

Business or Prestige

Looking at these airlines' investments, first class seems to be very important to a high-quality carrier. And it certainly is, even though not always as a cash-cow but more as a differentiator against the competition. Whenever the above airlines presented the A380, the first class generated most interest and media coverage, strengthening the carries' reputation as a premium player.

Despite this, it is certainly fair to say that every airline has discussed the economical viability of a first class cabin more than once in its history. Some have decided to uplift their business class product and add more of these seats instead of having a first class. It seems like a sound decision given the facts that more and more of these high-yield customers are switching to private jets nowadays.

However, even with only a small group of potential customers, a first class still is an interesting and profitable market for some carriers.

New Swiss First

Swiss International is one of them. With the decision to redesign their first class cabin, the airline is making a bold statement about this segment and the carrier's aim to position itself as a leader in terms of service and product offering.

To strengthen its position in this market, the airline is now investing millions into new cabin products, in all classes. However, the innovations in the front part of the aircraft are the more spectacular ones.

The new Swiss first class suite. Photo: Swiss International

The new first class seat can be reclined into a totally lie-flat bed, more than two metres long. It is also equipped with a down-filled duvet, and incorporates an innovative pneumatic air cushion whose softness can be adjusted to individual preferences. Further extras include a 23-inch (currently the world's biggest) inflight entertainment screen and generous work surfaces and storage facilities. For more privacy, the seat is equipped with adjustable sidewalls. Also included is a guest seat, complete with backrest and armrests, enabling first class passengers to dine or work with a fellow traveller.

Compared to other airlines' first class offerings, Swiss' new suite is certainly setting a new standard. Especially the design is very appealing. There is no plastic look as with other carrires. Instead, the selected materials look modern and premium. Seat and entertainment features also seem state-of-the-art.

Swiss will launch the new first class, as well as a revised business and economy class with the arrival of the first new Airbus A330-300 in spring 2009. In total, the airline ordered 9 aircraft of this type to replace the older and smaller Airbus A330-200 until 2012.

In total, Swiss is investing more than one billion Swiss francs into this fleet transition. And while the new first class product only took a small portion of this amount, it will certainly generate most interest once the birds start flying.

Michael Meier

The new Swiss first class seat, converted to a bed. Photo: Swiss International

The guest seat. Photo: Swiss International