Swiss Air Aims for Premium Status with New Cabin

Airline invests billions in upgrades, seeking to lure private jet travelers.

Swiss International Air Lines (Swiss) is investing billions to elevate its premium status, hoping to entice travelers accustomed to private jets. Cabin upgrades and service enhancements are central to this strategy, as competition intensifies with budget carriers and luxury airlines alike.

Combating the “Hybrid Airline” Label

**Heike Birlenbach**, Swiss’s Commercial Chief, strongly refuted recent classifications of the airline as a “hybrid,” falling between budget and full-service providers. “Definitely not,” she stated, dismissing the New Zealand-based Airlineratting portal’s assessment as based on limited customer feedback.

She emphasized that overall customer experience, from booking to in-flight service, sets Swiss apart. **Birlenbach** noted the airline’s dedication to customer care both on the ground and in the air, along with rigorous training for cabin employees.

Long-Haul Focus

Acknowledging that short-distance routes are primarily driven by price, **Birlenbach** said Swiss is concentrating on long-haul flights to showcase its premium positioning. On shorter flights, Swiss removed complimentary snacks in 2021, a strategy mirroring many airlines.

Addressing Past Criticisms

Acknowledging past criticism from figures like **Klaus-Michael Kühne**, a major Lufthansa shareholder, and **Jean-Christophe Babin** of Bulgari, **Birlenbach** admitted that operational challenges had sometimes fallen short of customer expectations. “Of course there are individual examples in which we could not offer the customer what he imagined,” she conceded.

She asserted that recent improvements and initiatives are now allowing Swiss to consistently meet its premium claims. “We are now in a new era,” she declared.

“Swiss Senses” and Cabin Redesign

Through “Swiss Senses,” a new long-distance initiative, Swiss aims to offer passengers a memorable travel experience. This includes redesigned cabins and enhanced service concepts. Economy class passengers can expect larger screens, while premium classes promise increased privacy.

These upgrades represent a substantial investment, with approximately one billion francs allocated annually, incorporating acquisition costs for new Airbus A350 aircraft.

Upgraded Dining Experience

Swiss has already begun enhancing its meal offerings in Economy Class, increasing quantities and improving quality. Passengers are now served an aperitif with Sbrinz cheese and a beverage choice soon after takeoff.

Fleet Upgrades and Environmental Concerns

The Airbus A350s, arriving from late summer over six years, will feature the new cabins. Older A330s are being prioritized for cabin conversions, slated for completion by early 2027, followed by the Boeing 777s.

However, the weight of the new first-class seats in the A330s requires metal plates in the rear to balance the aircraft, raising environmental concerns. While heavier premium seats necessitate compensation, **Birlenbach** emphasized that reducing seat space in Economy class would compromise the airline’s premium aspirations.

Courting Private Jet Flyers

Swiss aims to rival the luxury of private jets with its new first-class, featuring beds two meters wide, according to reports. “We can convince guests who have so far traveled with the private jet,” **Birlenbach** claimed.

Crew Training and Service Standards

Swiss is retraining flight attendants to be more attuned to individual passenger needs, encouraging them to observe and respond to passenger moods with authenticity. Furthermore, Swiss provides training to Helvetic and Air Baltic employees, who operate flights on behalf of Swiss, though German language skills may be limited among Air Baltic crews.

Swiss Values and International Management

Despite having a predominantly German top management, **Birlenbach** maintains that all share Swiss values. She stated, “It is important for Swiss to have good managers with the appropriate experience in order to continue to develop. We all share the Swiss values, regardless of which passport we have.”

Turbulence Ahead

Swiss faces considerable headwinds. According to IATA, airline industry profits are expected to reach $9.9 billion in 2024, with continued geopolitical and economic uncertainties impacting performance (IATA June 2024). Whether Swiss can navigate these challenges and successfully reposition itself as a top-tier airline remains to be seen.