British Airways' new first-class suite: A NIS 0.5M luxury

In the past two decades, airlines from the UAE—Emirates and Etihad—have redefined luxury air travel, leaving British Airways in the shadows. But the British carrier is making a bold comeback.

Last night, Sean Doyle, CEO of British Airways, unveiled the airline’s new first-class suite at its headquarters near Heathrow Airport. The suite is essentially a private mini-room designed for those who can afford the luxury of first-class travel.

Each suite features walls standing 152 cm high, with an electronically closing door for complete privacy. The seat, measuring 91 cm in width, converts into a 200 cm-long bed. An electrically adjustable ottoman ensures a perfect fit for passengers of all heights. The spacious layout even allows for a private dining experience, with one passenger seated on the chair and the other on the ottoman.

The design incorporates soft gray upholstery, cream-colored fabrics, and wooden accents for a home-like ambiance. A 32-inch 4K TV screen is paired with an advanced lighting system offering various modes—from calming to cinematic. The suite’s overall aesthetic, including the cabinet and lamp, draws inspiration from the iconic Concorde wings.

Innovative storage solutions maximize space: handbags are stored under the ottoman and in two floor-level cabinets, eliminating the need for overhead bins and creating a more open cabin feel. Elevated cabinets, lined in crimson fabric, house a comfort kit, pajamas, and a minibar. Additional drawers provide storage for passports, phones, and reading glasses.

The new suites, manufactured by Collins Aerospace in Northern Ireland, will be arranged in a 1-2-1 configuration. In the central suites, a fully retractable divider replaces the traditional waist-high partition, allowing for a shared space.

While competitors like American Airlines, United, and Delta are phasing out first-class on international flights, British Airways intends to offer it on 65% of its long-haul routes.

Despite the steep development cost of £100,000 (NIS 459,000) per suite and the premium caviar and champagne, British Airways recoups its investment. A first-class ticket averages £800 per flight hour—up to three times the cost of a business-class seat.