During the pandemic, first class faced an uncertain future. Many airlines cut routes, retired jumbo jets, and poured their premium budgets into ever-more-polished business-class cabins. Now, top-tier seating is being reimagined, and the category is enjoying a genuine renaissance. “People generally don’t want to pay for it unless it’s really, really good,” says Brian Sumers, aviation analyst and editor of the Airline Observer. Only a few operators consistently deliver, and they have been spending billions to elevate the experience—from onboard indulgences to ground operations. The continued investment is strategic, creating what Sumers calls a halo effect, which extends into other parts of the cabin. Travelers “get so excited about first class, then they’re more likely to buy a premium economy or business class [ticket],” he says, adding that “Emirates is probably the best in the world at this.” Emirates and fellow U.A.E.-based Etihad Airways are the only carriers—across more than 100 Airbus..
