Air France has introduced a revamped first-class suite, intensifying competition for premium travelers and reinforcing its commitment to high-end service. The airline is betting on exclusivity
and French sophistication to attract affluent passengers, including those who might otherwise opt for private jets.
Ben Smith, CEO of parent company Air France-KLM, revealed that this investment aims to position Air France at the top of Europe's luxury airline market, placing it in direct competition with British Airways and Lufthansa.
A shift in luxury travel trends
"A significant portion of our first-class customers are business travelers who often have the option of flying private," Smith explained in an interview with Reuters. "What’s changed in recent years is the growing number of luxury travelers flying for leisure rather than work."
The aviation industry is in a fierce battle for high-spending passengers as it recovers from the pandemic. While some airlines have scaled back first-class offerings in favor of enhanced business-class seating, Air France is doubling down on the elite travel segment.
A first-class experience reimagined
The airline’s newly unveiled La Première suite, displayed in Paris on March 18, 2025, features a refined layout of four pairs of seats and beds, with a sleek grey and red-accented design. This upgrade is the result of a long-term effort to revitalize what was once an unprofitable segment.
Since taking over in 2018, Smith has been a vocal advocate of first-class travel, believing Air France is uniquely positioned to succeed in this space.
"France itself is a major draw," he said. "Our customers want to immerse themselves in the French experience from the moment they step on board, whether they're flying from San Francisco, Tokyo, or São Paulo."
The unveiling of La Première comes shortly after British Airways launched its own new first-class cabin. Lufthansa continues to offer first class as well, though neither airline has publicly responded to Air France’s latest move.
Luxury as a brand identity
While Smith declined to disclose the exact cost of Air France’s investment, he emphasized that the first-class service is already profitable, partly due to rising ticket prices. A one-way ticket from Paris to New York in May averages around €10,000, according to Air France’s website.
The airline leveraged France’s reputation for luxury to showcase the new suite, hosting an exclusive event with Michelin-starred cuisine and high-profile influencers in a Paris Fashion Week setting.
Although Air France has a long history of offering high-end travel—so much so that its first-class seats were once rumored to be bugged by French intelligence agencies—it now faces competition from widely available lie-flat business-class seats and private jet services.
Beyond the premium seating itself, much of the cost of first-class operations lies in the bespoke services, including private check-ins, luxury lounges, and chauffeured transfers. Additionally, maintaining a specialized sub-fleet of aircraft for select routes adds to the operational complexity.
"Unless the model is exceptionally well-executed, first class can be a financial risk due to the investment required and the challenge of balancing seat allocation between first and business class," aviation consultant John Strickland noted.
With this latest revamp, Air France is making a bold play to redefine first-class travel, betting that discerning passengers will continue to pay for a truly luxurious experience. Photo by Davide Olivati, Wikimedia commons.