Airlines bet that more premium offerings will boost profits
United Airlines planes at Newark Liberty International Airport in New Jersey on Aug. 6 | REUTERS
Nov 9, 2026
New York – Airlines are installing deluxe seats, enlisting Michelin-star chefs for luxury menu offerings and designing elite airport lounges as the industry bets its future on growing demand for premium travel.
The strategy is expected to accelerate the shrinking share of coach class on many flights, with airlines envisioning as much as 70% of passengers paying for enhanced options, if not first class or business class.
Airlines face significantly higher jet fuel costs due to the Iran war, but view such upselling as a profitable long-term bet.
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