New Rules of Long-Haul Travel: Business vs. First Class, 'Densification' of Economy Long-Haul Travel: Business vs. First Class

07.09.2023 - 20:29 / skift.com / Etihad Airways / Airlines / Long

One of the most debated questions in airline boardrooms is how to use real estate on aircraft to generate the most money. 

Airlines have focused on providing more comforts to those paying high fares at the front of the plane. In coach, they continue to add more people in the same amount of space – a practice the industry calls “densification.” 

Many premium airlines have decided to give up on first class altogether, making business class their most important cabin on international long-haul flights. 

This comes after years of reduction in demand for first class around the globe. First class has been largely looked at as a privilege extended to actors and C-suite executives. But the exorbitant fare difference and evolution of business class to similar privacy standards has meant that first class often flies empty. 

In the Middle East, Qatar Airways and Etihad are some of the airlines that no longer install first class on their newer aircraft. 

In India, Jet Airways felt the pain of flying its Boeing 777s with an empty first class cabin. However, due to a shortage of funds, the airline couldn’t execute on a retrofit that would have added more relatively affordable – but still more profitable – seats in business class and coach. The airline was grounded in 2019. 

For other airlines, there are pockets of affluence where first class continues to do well, whatever shape the economy is in. And those airlines are investing in it. 

Emirates launched its first class in 2017, moving from a four-abreast first-class cabin to a three-abreast one, making it more spacious and lavish for its customers. While these fly on only nine 777s of the airline, they intend to fit these out on their 777X aircraft when the airline starts receiving them. 

Similarly, Cathay Pacific has filed an application for a patent to be granted on a new first-class concept that could show up on its aircraft in the years ahead. If some of the early renderings are to be believed, Cathay Pacific could be making plans to put a single-aisle first class, which might even have a bunk bed, on board. Think of it as a more evolved version of the Etihad Residence the shower on board. 

Business class is where the moolah is, though. On long-haul travel, business class has become equivalent to lie-flat beds, and airlines are leaving no stone unturned to bring in a competitive product. However, with Qatar Airways introducing QSuites, a new privacy trend started in the industry. One of its defining elements was that the airline fit the same number of suites with the closed-door concept as it seats in business class before – and it did it with the same amount of real estate. 

Today, privacy barriers are everywhere. From Etihad to British Airways, all airlines