SWISS will soon be introducing new cabins on long haul flights, which will be known as SWISS Senses. These will initially be available on newly delivered Airbus A350s, prior to being retrofitted on existing wide body aircraft.
Since SWISS is part of Lufthansa Group, the airline is essentially inheriting the Lufthansa Allegris first class and business class concept, just with SWISS branding. However, SWISS is getting a little creative with how it’s marketing part of its first class cabin.
In this post:
SWISS Senses will offer three-person first class suite
Much like on Lufthansa’s A350s, the SWISS Senses first class cabin will consist of three suites. There are two single suites along the windows, and a center suite that can potentially seat up to two people. I’ve flown Lufthansa’s Allegris A350 first class, and as I’ve written about, the way it’s currently executed makes little sense.
So SWISS is trying to get creative… sort of (like in the sense that an intern was given a task, and came up with some flashy marketing that lacks substance). The airline has announced the SWISS First Grand Suite, described as “a commercial flight, private as never before.”
Long story short, the idea is that passengers can book the left single suite plus the center double suite, and since both open up into the left aisle, that can be viewed as the “SWISS First Grand Suite,” with a capacity for up to three people.
The SWISS First Grand Suite is described as a “self-contained space that can serve as a bedroom, an office or a meeting room,” and as “a personal loft above the clouds.” The idea is that this could work for couples, families, or business travelers, who value having an individual space.
Here’s how SWISS Chief Commercial Officer Heike Birlenbach describes this:
“With our new SWISS First Grand Suite, we’re further expanding our First Class service product with an option that is specifically aimed at those of our top premium customers who are seeking even more privacy and even more scope to design their personal space on board.Our Grand Suite should give our guests all the feeling of having their own ‘loft aloft’ – a space that they can use as they wish, to relax, to work or just to enjoy the experience. It’s a further step in our development of our SWISS Senses concept, which is aimed squarely at delivering a truly premium air travel experience.”
SWISS claims that this new product will be bookable by early 2026, though it can exclusively be reserved via the SWISS First hotline, so it can’t be booked online.
My take on the SWISS First Grand Suite concept
Hey, there’s nothing wrong with trying to find different ways to market a product. I do think there’s perhaps a bit of over hyping happening here:
- There’s nothing actually private about this space, as you’re still separated by an aisle, and you still have to share a single bathroom with the other first class passenger, plus the pilots
- Claiming this is “private as never before” for commercial aviation is a real stretch, as this doesn’t really stack up to The Residence on Etihad’s A380s
Ultimately I have no issues with Lufthansa or SWISS having a double suite in first class. My issue is with how the airline is trying to monetize it. On Lufthansa, two passengers have to pay the full first class cost to reserve the center suite together, even though it’s materially smaller than two individual suites combined.
For this concept to work, the price has to be right, or else the airline is just going to be assigning “regular” first class passengers the center suite for free.
So I’m going to be very curious to see how SWISS tries to monetize this Grand Suite Plus concept, since it can be sold to either two or three passengers. Will you have to pay the full cost for three passengers no matter what, or…?
I’d also argue that having to pick up the phone to book this is an unnecessary hurdle — it shouldn’t be that hard to give an airline your money. Why not enable bookings online? The same is true of Lufthansa’s existing Allegris first class double suite.
I recently heard from a friend who shared what I’d consider to be a wild experience. He was trying to book a family of four in Allegris first class on one ticket, and no one at Lufthansa could figure out how to do it. He was shuffled between departments, so it’s kind of wild how the airline doesn’t seem to have much of a procedure for doing this.
Bottom line
Ahead of the launch of the SWISS Senses concept, the airline has unveiled the SWISS First Grand Suite. In reality, there’s nothing actually innovative here, but instead, the airline is just creating a new name for those who choose to book a first class window suite in conjunction with the double suite in the center.
There’s nothing wrong with coming up with another way to market this product. I’m just curious if Lufthansa Group gets any smarter with how it monetizes these seats, since you’ve gotta give people some sort of a deal on that center space.
What do you make of the SWISS First Grand Suite concept?
The monetary point is the biggest problem of the whole concept. Could this 'branding' work for some? Sure. Could the double occupancy center suite work for two people? Of course. However, none of this works if you're trying to charge 2 regular first class fares for that center suite. That is the most delusional part of the whole allegris concept.
For the AF LP cabin privatization, one does also have to call (unless you are just booking four seats for four different people, then you can just do that on your own via their website or a third party). But if you have less than four people traveling in your party and you want to reserve the entire cabin, then you have to call.
I'm guessing that most people wanting to book exclusive use of the LP cabin would ask their assistant to call their travel manager and sort things out with AF that way...
Correct Pete, my booking is confirmed.
How to get this product for free and without calling anywhere: you book the first window suite for one passenger and do not pick any suite for a second passenger. very likely that another window suite will be taken by other passenger so you get assigned the middle one for free. dont feed that swiss manager trolls ;)
Having flown the Allegris double suite (alone) it is amazing in terms of space for one person. And with only two other passengers in F and just one being across from you, it's not at all busy in the aisle, mostly crew passing through. Ironically, on my flight, the other two passengers were a couple - and the crew asked me if I wanted to trade seats to offer me more privacy. I said, it...
Having flown the Allegris double suite (alone) it is amazing in terms of space for one person. And with only two other passengers in F and just one being across from you, it's not at all busy in the aisle, mostly crew passing through. Ironically, on my flight, the other two passengers were a couple - and the crew asked me if I wanted to trade seats to offer me more privacy. I said, it would be ok to give up just a small amount of privacy for the double bed all to myself, haha. The other passengers on the flight had assigned themselves to the window seats so when I checked in, the only option was for them to put me in the double suite. If travelling with my partner, I would try to assign 1A to one of us and just wait, then hopefully the other one of us would be assigned to the suite at check in, or at worst we would have the two window seats.
@EthaninSF, so were you in the double suite and they downgraded you to a regular suite? Did they compensate you?
My problem with this is, the amount of people that need to fly exactly 3 passengers in this set up that can pay for it is limiting. I need to fly 2 adults and 3 kids. Likely this will fly from JFK, which is already a pain.
How has no one at LH been fired yet for the Allegris debacle? Even if they are just a scapegoat. Does LH management think this is a good product and a well managed rollout?
Some kind of mass delusion phenomenon has obviously taken hold at Lufti corporate in Köln, and it's clearly spread all the way to Swiss HQ in Basel. Or more likely the Swiss have just been told what's happening and are going along for the ride.
I don’t fault LX for trying to be creative given how stupidly the product is designed. However, it has plenty of scope to backfire. The kind of customer that would book it is the kind of customer you wouldn’t want to p*ss off. I could see some unsuspecting old rich dude booking it only to realise what they’re getting after boarding.
At best, it could work for a couple with a toddler or young child.
I find the idea stupid and un-inviting. LH Group is missing the mark with Allegris. What is wrong with an EK Suite in F on their planes? And if traveling with someone the 2 center seats are perfectly cosy. As airlines try to keep offering a F Class product at an exorbitant price...it is no longer an aspirational product. It is now a "joke" that I have no desire in trying out. I used to...
I find the idea stupid and un-inviting. LH Group is missing the mark with Allegris. What is wrong with an EK Suite in F on their planes? And if traveling with someone the 2 center seats are perfectly cosy. As airlines try to keep offering a F Class product at an exorbitant price...it is no longer an aspirational product. It is now a "joke" that I have no desire in trying out. I used to fly the old LH Group F class regularly pre-Covid and had several consecutive years as a HON. Then they took it away from most sectors and are now "up-scaling" to this ludicrous product. They have made me a confirmed EK F Class lover (except for the pre-board ground experience - both lounge and boarding!) who hopes they never make "improvements".
The marketing is grand. The problem is that the product fails to solve a pain point for the customer, I don't think this is what first flyers are looking for.
Spohr-nicated.
Having experienced extremely poor treatment from Lufthansa during a transfer at FRA - an incident in which their negligence resulted in a physical injury - I cannot help but feel a certain satisfaction when reading about the ongoing issues with the Allegris product, its rollout, and its marketing.
It is difficult to imagine how such a programme could be mishandled more severely, yet each week brings a new story highlighting an even greater level...
Having experienced extremely poor treatment from Lufthansa during a transfer at FRA - an incident in which their negligence resulted in a physical injury - I cannot help but feel a certain satisfaction when reading about the ongoing issues with the Allegris product, its rollout, and its marketing.
It is difficult to imagine how such a programme could be mishandled more severely, yet each week brings a new story highlighting an even greater level of dysfunction. Bravo, Lufthansa Group - your arrogance may well prove to be your undoing.
I'm shocked! Shocked to hear of another person that has been treated poorly by Lufthansa!
In my experience the French bed concept (one sided access only) is not a serious option for two discerning passengers. The Residence is a perfect example of how not to be able to market the concept. We are yet to note it being used by two people.
AF, SQ and EY already have a better solutions with their ‘joinable’ suits. Soon we will experience the window and centre isle new La Premiere suite.
Allegris is a mess and the height of commercial stupidity. I can't see it lasting. If you're having to explain a product so much, you've lost already. That goes for anything from a fast moving consumer good to this.
Next will be Marriott trying to sell special suites that are two king rooms across the hall from each other.
LOL zing!!!
Introducing the new Lufthansa Vielen Stuhlen Suite!
“We are now offering the ability to book our largest suite which comes with every seat in economy plus. Now offering the uber luxury of being able to change seats from window, to middle to aisle over and over again all flight. Also includes your choice of two tiny identical bathrooms and an all you can eat buffet of economy plus meals * !!!
*(All you can...
Introducing the new Lufthansa Vielen Stuhlen Suite!
“We are now offering the ability to book our largest suite which comes with every seat in economy plus. Now offering the uber luxury of being able to change seats from window, to middle to aisle over and over again all flight. Also includes your choice of two tiny identical bathrooms and an all you can eat buffet of economy plus meals * !!!
*(All you can eat only applies during the meal service hour, and you must eat off a new tray every time you take another serving. The number of all you can eat meal trays are limited to the number of seats in the economy plus cabin.) “
Pricing and execution will be key. They are really emphasizing that the aisle is private. The idea isn't horrible..
Except the person in 2A can see through your private parts.
How can the aisle be private when it is an aisle? An aisle used crew and whoever else.
Come on man, the emperor is naked!
Trust me, the Crew and FA’s comply with a request not to be disturbed, while the passengers in J would not dare to pass through the F curtain. Besides, it is only an aircraft cabin and not someone’s nid d'amour.
Rich throuples of the world, rejoice!
CX's Halo Suites would blow this out of the water; I like the concept of the bunkbeds for the kids.
But why would you need to make a call? Can't you at least book via email?!
While I enjoy reading about first class products out of curiosity, the trend toward making the cabin "ultra premium" (private jet minus, as opposed to business class plus) does alienate me from the product. Maybe airlines have done their research and think this is the right way to go, but I prefer (and am grateful for the continued existence of) F products like BA / AA / LH (old) etc.
While I enjoy reading about first class products out of curiosity, the trend toward making the cabin "ultra premium" (private jet minus, as opposed to business class plus) does alienate me from the product. Maybe airlines have done their research and think this is the right way to go, but I prefer (and am grateful for the continued existence of) F products like BA / AA / LH (old) etc.
Am I the only one who just wants to be alone on the flight, to eat, relax, and sleep? I don't want to be stuffed into the suite with someone else. Has Lufthansa or Swiss done enough customer research to be sure this is what their most premium customers want?
Lufthansa / SWISS tell the premium customers what they want - AND THEY WILL LIKE IT!
Well, Lufthansa tells Swiss what to do in the first place. I think we all know at this point that Swiss had basically no say in this product upgrade. Hopefully, we see 6/8 seats on the 777 refresh.
Having to make a phone call is annoying, but if I had to suspect, the majority of people booking first class are not miles and points people/avgeeks -- they are rich enough that they are probably having someone else make their travel arrangements, so they couldn't care less if that person has to make a call?
And if you're rich enough to have someone else make their travel arrangements, you'll realize how useless these 'someone else' becomes when they hit a roadblock like this.
Goodness, I wouldn't be surprised if they announce that the 3-p 'grand suite' can be made available after paying a surcharge on top of 3 full-fare F tickets... for flexibility and custimization, of course... lol