British Airways' new first-class is a major upgrade and shows airlines' luxury arms race is heating up

• British Airways unveiled a new first-class suite on Monday.
• Other airlines like Lufthansa and Qantas are also taking in-flight luxury to new levels.
• Premium cabins have been more profitable for airlines since the pandemic.

Airlines are doubling down on their most expensive tickets as premium cabins become more lucrative.

On Monday, British Airways became the latest carrier to unveil an upgraded first class, joining the likes of Lufthansa and Qantas in launching new offerings.

The UK flag carrier previously rolled out a new first class in 2020, but it was a minor update in adding sliding doors to the suites.

The latest version is a more obvious step forward — especially given that it's coming to Airbus A380 jets that haven't been updated since BA's first was delivered in 2013.

While several global airlines have been upgrading their first classes, the opposite trend has been observed in the US.

Delta Air Lines and United Airlines cut first-class years ago, while American Airlines followed suit in 2022. Instead, they are focusing on promoting business class.

Since the pandemic, premium cabins have been more profitable as travelers appear to be more willing to pay extra for luxury.

"Consumers are continuing to prioritize premium experiences," Delta CEO Ed Bastian said in its third-quarter earnings call. The airline said premium revenue growth outperformed the main cabin by nine percentage points.

American reported premium revenue up 8% year over year, and United also said its premium cabins outperformed economy.

By contrast, profits have fallen at budget airlines which are now pivoting to include more premium options as a result.

A new first-class

Coming in 2026, British Airways' new first class has a large wall featuring the airline's logo. The curved design of the suite and lamp are supposed to be nods to Concorde — arguably the heyday of luxury flying.

It's a plush seat at 36.5 inches wide — more than a foot wider than British Airways' current first-class seats, per SeatGuru measurements.

The seats lie flat to 6 feet 7 inches and have a larger TV at 32 inches with 4K resolution.

Red leather provides a pop of color inside the cupboard, drawers, and closet. Coupled with the wall's gray cushioning, it looks more modern than the airline's older seats. A touchscreen control panel on the door also lets flight attendants adjust the seat and lighting, among other things.

On some jets, BA's first class suites don't look especially unique compared to business class, but the latest design is a more obvious upgrade.

It's part of a $9 billion investment to transform the airline, with other changes including new short-haul seats and a new app.

BA's ambitions are apparent in the sense that the new suites look more like Emirates' first-class than anything the UK flag carrier has previously used.

Also, the option to fully remove the privacy divider in central suites — bringing couples closer together — is reminiscent of Qatar Airways' award-winning QSuite.

BA isn't the only airline to recently unveil first-class seats that take on-board luxury to a new level.

Lufthansa's new Allegris first class debuted in November. It includes a larger "Suite Plus" with a double bed for couples. Passengers can also find extra privacy as the suites' walls reach the ceiling.

Until more planes are delivered, it will only be open by invitation to loyal customers of the German flag carrier.

Australia's Qantas is set to launch a new first class when it begins the world's new longest flight in late 2026 — 21 hours between Sydney and London — known as "Project Sunrise." The suites have both a reclining lounger and a separate twin bed.

Air France, Air India, Cathay Pacific, Singapore Airlines, and Swiss International Airlines are among the other carriers to have announced upgrades to their first-class offerings.

After his predecessor said first-class wasn't necessary given its QSuite business class, Qatar Airways CEO Badr Mohammed Al Meer told CNBC in March that the airline's first class is here to stay.

At Monday's unveiling event, Calum Laming, BA's chief customer officer, told reporters, "First is a really important cabin for us, and we are, as always, committed with our incredible colleagues to making this as premium and as special as possible."

Among the flurry of new first-classes, British Airways is unique in upgrading those on its Airbus A380s.

They may not have a shower and bar like Emirates', but it's another sign of the superjumbo jet's recovering post-pandemic popularity.