Is first class dead? The rise of ultra-luxurious business class

Like many of the world’s largest operators, Oman is replacing Air First with a new Business Studio cabin. This latest product will primarily be used on the London and Bangkok routes. The new seats complement the current business class seat and are cheaper than first class seats, but more expensive than standard business seats.

Oman Air CEO Con Korfiatis said AssetsDemand for world-class services has declined.” Oman Air’s new Business Studio features 82-inch seat pitch, privacy screens for each seat, a 23-inch personal screen, free Wi-Fi connectivity and à la carte dining.

Oman Air’s move follows American Airlines announcing plans to eliminate international first class as it upgrades its business class cabins with the latest seats. Instead, American Airlines is offering a new Flagship Suite Preferred seat in the front row of the airline’s new Boeing 787-9 aircraft and on upgraded Boeing 777-300 aircraft. The suites offer more space, multiple storage spaces and exclusive amenities – ideal for executives seeking additional luxury on long-haul flights.

Malaysian was one of the first airlines to eliminate its first class cabin and add business plus seats. Malaysian currently offers its Business Studio in the old first class cabin. However, this too was short-lived as the airline will be retrofitting its Airbus 350s with Collins Aviation Elevation’s new business class suites in 2026, eliminating business studios entirely. From a financial perspective, it is more lucrative to have all seats in Business Class and Business Plus, as you can have a small number of seats in the same cabin and offer the same food and drinks as in Business Class without additional staff. Passengers are actually only paying for additional space and not for a fully elevated cabin.

The latest trend is to have larger suites in the front row of business class, which can be selected like a paid seat allocation and offer good value for money for the space available. These can cost as little as $250 extra per flight, a stark contrast to first class, which can cost up to $6,000 or more each way. Airlines try to maximize return on sales for the front row, where space cannot be used as effectively as in the rest of the cabin. Business class seats are designed to fit together efficiently by taking advantage of the dead space under the seat in front of you. Since this isn’t possible in the front row, it makes sense to add extra space and features to these seats to increase the financial return.

Qatar Airways

And when Virgin Atlantic unveiled the latest aircraft interiors for its Airbus 330neo, it added two retreat suites in the middle of the front row, which also offer a seat for the companion for dinner with friends. These suites feature a fully flat 6’7″ bed, a 27″ touchscreen with Bluetooth connectivity and wireless charging. Customers can upgrade to the Retreat Suite at the time of booking for £300 ($390) per person one way. Air France also quietly revealed a similar concept with its new A350 business class cabins and Boeing 777-300ERs, which feature two rows of these larger suites in rows one and ten. The modern seats also feature wireless charging and Bluetooth audio, but are reserved for the airline’s senior frequent flyer club members until 72 hours before departure. Of particular note is the size of the sleeping area: the huge ottoman area allows passengers to sleep comfortably in any desired position.

It’s not just the seats that are upgraded in Business Class. Recently Qatar Airways announced that they will be offering caviar in business class on select routes such as London, New York, Paris and Sydney, marking a significant improvement. The new caviar service can be ordered as a stand-alone snack or as part of the on-board meals. The airline already has a business class that rivals many airlines’ first-class cabins, with dine-on-demand, private suites, and premium wine and champagne, such as the excellent Laurent Perrier Alexandra Rose Champagne, which they recently served and retails for around £300 ($390) per bottle. The business class experience is so good that the airline has won the Skytrax World’s Best Business Class competition eleven times.