Just when you thought the days of first class were over, airlines continue to innovate the luxury at the pointy end of the plane.

It’s a bright late summer afternoon in Heathrow, London and at the British Airways Global Learning Academy, housed in an industrial building steps from the towering tails of jets in nearby maintenance hangars, some of the airline’s most experienced veterans are putting new crew through the paces of first class service. Despite the fact that only a tiny fraction of the airlines’ 44 million passengers (in 2019) actually travel in first class, it’s something the airline takes very seriously and the training is intensive.

However, British Airways is one of an ever-dwindling number of carriers that maintains this lofty experience. Cost pressure and the development of ever-better business class products has led to a split in the market: those airlines who have done away with first class on some or all of their planes, including Asiana and Qatar Airways, who will not include first on future long-haul aircraft, and Cathay Pacific, which opted to leave first off its new A350s (although its new Halo first class suites will feature on the yet-to-be-delivered 777-9 aircraft); and those that have decided to maintain it.

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In fact, American Airlines, the last US carrier to offer what industry insiders call “real first class” (not to be confused with domestic business class labelled ‘first’ by some US carriers) recently announced it will do away with its first class altogether, instead focusing on its new business class.

Once upon a time everyone was in first class. In the golden era of air travel, the well-heeled travelling public increasingly opted to fly, and airlines, realising the potential for passenger services with innovations like the DC3, which entered service in 1935, responded. There was still only one cabin but wider, more comfortable seats were added, often with fixed tables.

Qantas offered bunk beds on its Imperial Flying Boat services from Sydney, as well as a lounge, a smoking room and a “promenade deck” where passengers could stand and admire the views, all for the equivalent of two years’ wages. Pan American World Airways (Pan-Am) offered armchairs that could be converted into beds on its Boeing 314 aircraft and in the early 50s the Boeing Stratocruiser featured an extra-wide passenger cabin, dressing rooms, bunk beds, and a lower deck lounge.

First Class is Born

It wasn’t until 1955 when the International Air Transport Association (IATA) changed aviation rules to allow for a two class fare structure that first class as a stand-alone was born, with the first service available on TWA’s Super Constellation New York-London route. By the time the ground-breaking Boeing 707 and DC8 aircraft were introduced, many of those luxurious touches, including bunk beds, were being done away with as airlines aimed at enhanced service for more passengers on each flight.

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The Boeing 747 (below), aptly named the Queen of the Skies, gave the first class experience a bump when it launched with leisure spaces (including Qantas’ Captain Cook upper deck lounge) similar to what we see on some A380s today, but with the arrival of business class, first class began to lose some of its shine. In 1981, SAS introduced the separate EuroClass cabin, complete with dedicated check-in counters and lounges, and axed its first class from European flights altogether, signalling a distinct shift.

Despite British Airways launching the first lie-flat first class seat in 1995, there was little real innovation in hardware – airlines focusing instead on on-ground amenities and service – until the arrival of the A380, when first class passengers were presented enclosed suites that resembled apartments, elegant cocktail lounges, and even showers at 40,000 feet.

Today, most airlines that offer first class do so with a seat that’s comparable to business class, where lie-flat has become the standard, and focus more on the overall experience, with enhanced dining and more personalised service. While privacy has become the new luxury, where we are seeing innovation today is in the curated collaborations and in the overall experience that still makes first class one of the most indulgent experiences around. Let’s look at some of the market leaders.

British Airways

Today, British Airways’ focus on first is on offering the quintessential British luxury experience, both at the airport and in the sky. Marking its centenary, the airline announced a £6.5 billion (US$7.92 billion) investment that includes a first class experience punctuated with collaborations with leading British brands. While it tweaked its 6ft 6-inch-long lie-flat first class chair in 2020, adding a door (coinciding with the introduction of the new Club Suites business class) it has promised a wholly-new first class cabin on its 777-9 aircraft, set to arrive in 2025.

The current British Airways first class experience includes 400-thread-count bedding from The White Company, loungewear by Temperley, amenity kits by Elemis, high performance headphones from Meridian, and inflight a la carte menus – served on bone chinaware by William Edwards and accompanied by Dartington glassware – that wouldn’t look out of place in a fine-dining restaurant. A new signature afternoon tea service has also been added.

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On the ground at Heathrow, first class passengers arrive via the redesigned First Wing, a private check-in area linked to the prestigious Concorde Room, with its restaurant-like service and luxurious bar, which serves wines selected by Tim Jackson, the first master of wine to work full time for an airline.

Singapore Airlines

Recently named the World’s Best First Class Airline by Skytrax, Singapore Airlines’ first class on its A380s is a truly luxurious experience (there’s a more traditional first class cabin on the rest of the fleet). The six suites on the upper deck feature both a bed and a leather armchair that can swivel and recline, and if you book centre seats together the dividing wall can be removed to create a double suite.

The suites have a privacy door, Lalique amenities, Bang & Olufsen headphones, and a 32-inch personal monitor while guests enjoy world-class cuisine, including a dedicated caviar service, complemented by fine wines like Taittinger’s coveted Comtes De Champagne.

Cathay Pacific

While Cathay Pacific is known for having the world’s widest first class seat, at 36 inches (only available on its 777 aircraft), each of which has a pitch of 81 inches, a personal closet, a pillow menu, and 600-thread count linens by Bamford, the airline’s focus has been on the service and on-ground experience. This is centred around The Pier and The Wing first class lounges at Hong Kong International, the former boasting eight private suites with daybeds as well as The Retreat, an intimate spa, and seasonal cuisine at The Dining Room, while the latter is home to cabanas with deep soak tubs, a champagne bar, and The Haven, an a la carte restaurant.

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In the air, first class passengers will discover a strong focus on personalised service complemented by fine-dining (available any time) served on Noritake chinaware, with Riedel glassware, and a wine list laced with rare vintages thanks to partnerships with House of Krug and Château Lynch-Bages. However, the airline will introduce the new Halo Suite first class on its 777-9 aircraft so watch this space.

Emirates

The only airline to increase first class capacity over the last decade, as well as the largest A380 operator, Emirates used the arrival of the super jumbo to set a new benchmark for luxury travel. In addition to the Onboard Lounge, a refined cocktail bar space at the rear of the top deck, which is dedicated to business and first class passengers, the A380 offered first class passengers the world’s first showers on a commercial jet. The airline also recently launched a new first class for its 777 fleet (above).

The airline is currently in the midst of a refit of its first class suites, which number more than 700. The latest product is fully enclosed meaning total privacy, and comes with a 23-inch-wide seat, virtual windows (on middle seats), a private minibar, Bulgari amenity kits, cabin finishes by Mercedes-Benz, access to the Shower Spa (on the A380) and on-ground perks of limo transfers and access to luxurious first class lounges.

Lufthansa

The German carrier recently announced Lufthansa Allegris, a completely new travel experience created for long-haul routes that will see a new first class introduced in 2024 on the newly delivered Airbus A350s. “Every guest has their own understanding of premium, which is why we focus on maximum individuality and exclusivity,” says Lufthansa CEO Jens Ritter.

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Allegris will signal the arrival of “Suite Plus,” a separate double cabin with ceiling-high walls and an entirely closable door, a large restaurant-style table, a suite-width screen, wireless charging and two wide seats that can be warmed or cooled and combined into a comfortable double bed. Guests can connect their mobile device to the entertainment system, enjoy any-time dining, and experience bespoke menus.

Etihad

While Singapore Airlines’ suites are luxurious, nothing compares to Etihad’s Residence (above), on the airline’s A380s. Effectively an apartment in the sky designed for up to two guests, each Residence includes three rooms: there’s a 6ft 10-inch long double bed dressed in Italian linens in the bedroom, a leather double sofa (the actual seat) and a 32-inch monitor in the living room; and a bathroom with a full-height shower, bath robes and Acqua di Parma amenities. You’ll also enjoy limo transfers, a dedicated airport concierge, access to Residence-only sections in some Etihad lounges, an onboard private butler trained by the Savoy Hotel and a customised menu.

Etihad also offers a more conventional first class product, called the First Class Apartment, on its A380. Designed for up to two passengers, it features a privacy door, a separate armchair and 6ft 10-inch bed (some connect to make a double), a vanity table, butler service and access to an onboard lounge and shared bathroom with shower.

Qantas

Lastly, in a taste of first class to come, the Australian airline has announced Project Sunrise, which includes a new first class cabin for the A350s that will operate on ultra-long haul routes, including Australia to New York, launching in 2025. “We think our A350 cabins have the most sophisticated and thoughtful design of any airline, combining cutting-edge technology with sleep research to shape the look and feel for what is effectively a new era of travel,” said former Qantas CEO Alan Joyce at Project Sunrise’s unveiling.

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The luxe First Suites will feature a fixed flat bed, a separate lounge recliner, a wardrobe, a dining table for two, wireless charging, free high-speed wifi, Bluetooth connectivity, and a 32- inch ultra-high definition monitor. The Qantas A350 will have six First Suites in a 1-1-1 configuration.

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