Is business-class travel cannibalising the first-class travel market?

Consumers who traditionally travel first class are increasingly opting for lower-cost options or travelling by private jet. In response, carriers are re-inventing their luxury offerings to differentiate between first class and business class beyond the hallmarks of the traditional luxury travel experience such as a lie-flat seat and complimentary glass of champagne.

Gastronomic experiences are emerging as a key differentiating factor, with carriers working with top chefs, mixologists and sommeliers to offer their most exclusive customers world-class dining experiences. Airlines are also looking at ways to improve the sleep quality of travellers and enhance the moments before, after and between flights.