For the first long haul segment of my first class quest to Japan, I flew Starlux Airlines’ Airbus A350-900 first class on the 13hr5min flight from Los Angeles (LAX) to Taipei (TPE).
I was very much looking forward to this flight for a variety of reasons. For one, Starlux was one of only two airlines in the world I haven’t flown in first class (with the other being Air Côte d’Ivoire). Furthermore, I’ve always found the carrier’s first class strategy to not make much sense, between the very high pricing, the constantly empty cabins, and the lack of even a separate cabin from business class.
While I came into this flight with relatively low expectations, they ended up being greatly exceeded. The downsides to the product (the lack of a fully separate cabin) ended up not being as noticeable as I was expecting, while the upsides (incredible attention to detail and an amazing ground experience) ended up exceeding my expectations.
In the end, I had an absolutely lovely flight, and I’m delighted I finally had the chance to fly Starlux first class. I’m still not sure I actually understand the carrier’s first class strategy from a profit maximization standpoint, but at least it’s a quality experience.
How I booked my Starlux first class ticket
With many airlines, there are ways to get a good deal on a first class flight by simply starting your journey at a certain airport known for lower fares, etc. With Starlux, first class pricing is remarkably consistent. Long haul first class journeys on the carrier typically cost around $9,000 one-way.
The only way to redeem miles for Starlux first class is directly through the carrier’s COSMILE frequent flyer program… and availability is plentiful. The issue is that actually earning those miles without living in Taiwan or without frequently flying with the airline is incredibly challenging. Fortunately Starlux recently got into the business of selling miles, so I was able to book the following for 120,000 Starlux COSMILE miles plus $306.20 in taxes and carrier imposed surcharges:
9/13 JX1 Los Angeles to Taipei departing 12:35AM arriving 5:40AM (+1 day)
9/14 JX800 Taipei to Tokyo departing 8:30AM arriving 12:55PM
For what it’s worth, Starlux sells miles for four cents each, so I purchased 120,000 miles for a staggering $4,800, and when you factor in the taxes and fees, I paid a total of $5,106.20 for my ticket.
Of course that’s a ton to spend on a one-way ticket, and it’s the second most expensive ticket I’ve ever booked (after a ticket in Etihad’s The Residence, back in the day, which even came with a signed picture of Shawn Mendes next to my bed!). However, this is still way cheaper than a cash fare, and as a completionist, I’m determined to now knock out the remaining first class products on my list.
For those curious, below is the Starlux COSMILE award chart. The first chart includes all long haul markets (with any intra-Asia connections), while the second chart is exclusively for intra-Asia markets. As you can see, award prices are increasing slightly as of October 1, 2026.
Starlux first class ground service inclusions
It’s probably worth dedicating a section to Starlux’s first class ground inclusions, since this is included whether paying cash or redeeming miles. First, Starlux has an exclusive first class hotline, which is really professionally run. You can call or email them, and it’s a small team, and they’re very responsive.
Shortly after I booked my ticket I called up the hotline, and the woman on the phone said “I was just working on your ticket” (in reference to the ground experience), which shows you how small the team is.
On top of that, Starlux includes a variety of ground services with tickets:
- When available, Starlux first class passengers get access to airport VIP facilities, including PS LAX in Los Angeles (LAX) and VIP Service Club CONTINENTAL in Prague (PRG); access to the Huan Yu VIP Terminal in Taipei (TPE) is only offered if originating or terminating in Taipei, and not if connecting
- Chauffeur service is offered in Bangkok (BKK), Ontario (ONT), Phoenix (PHX), Prague (PRG), San Francisco (SFO), Seattle (SEA), Singapore (SIN), and Taipei (TPE)
- At all airports, escorts are offered through the terminal, for a seamless arrivals and departures experience
Another thing that makes Starlux unique is its meal pre-ordering systems. At many airlines, you can maybe select your main course in advance, while on Starlux, you can select your entire meal in advance, giving you access to an extended menu. If you select your meals, there’s then not even a menu onboard, as everything has been customized for you.
I’m actually a big fan of this concept, since it massively reduces waste. Starlux has very few first class passengers, so I’d rather the airline invest in serving high quality dishes that are customized to the passenger, rather than catering all kinds of food that just won’t be eaten.
Starlux first class lounge & boarding
In the previous installment, I reviewed PS LAX, the airport’s private terminal experience. My Starlux first class ticket got me access to that, and suffice it to say that it was an absolute treat. Given the experience’s $1,295 price tag, it also made me feel better about the amount I spent on my ticket, since at least I was getting an extra experience thrown in.
Boarding for my 12:35AM Starlux first class flight was scheduled for 11:55PM, 40 minutes before departure. An hour before departure I went through security at PS LAX, and was then driven to Tom Bradley International Terminal. My Starlux flight was departing from gate 207, so we pulled up next to the plane, I was then escorted into an elevator, and then I was on the terminal level.
The Starlux station manager was there to greet me, and then I was escorted down the jet bridge by the PS representative. Talk about a seamless experience!
Starlux A350 first class cabin & seats
I boarded the beautiful Starlux A350 through the second door on the left, where I was greeted by the friendly purser, and escorted to my seat. The biggest quirk of Starlux first class is how it’s not actually a dedicated cabin, separate from business class. As a matter of fact, at first glance, it looks more like a really nice “business class plus” product.
Starlux’s A350-900s have a total of 30 seats between the first and second set of doors — that includes four first class seats in the first row, and then 26 business class seats behind that. Starlux’s A350 first and business class is based on the Collins Aerospace Elements product, which Starlux was the launch customer for.
I consider this to be the world’s best reverse herringbone business class seat, as it’s very spacious and high-tech. I’ve reviewed Starlux’s A350 business class, so if you’re curious, check out that review, as I won’t talk more about it here.
Starlux’s A350 first class consists of four seats, in a 1-2-1 configuration. The first class seats have 83″ of pitch, 23″ of width, convert into 83″ flat beds, have 32″ TVs, and feature 60″ walls. Just for comparison purposes, business class seats have 44″ of pitch, 21″ of width, convert into 78″ flat beds, have 24″ TVs, and feature 48″ walls.
As you can tell, those are some major advantages to first class. One thing I also have to say right away is that I actually forgot for most of the flight that there was an entire cabin behind the seat. The walls are really high enough so that you don’t even realize what’s going on around you, especially with the complete lack of foot traffic in the front of the cabin (business class meals are prepared in the galley behind the cabin, and that’s also where the business class lavatories are located).
Anyway, on to the actual seats. If you’re traveling with someone, you may prefer to assign the two center seats, which really allow you to enjoy the flight together. So while there’s not a double bed feature, or anything, it’s at least nice to have a combined space like this. In the event that you end up in one of these seats while being seated next to a stranger, there’s also a partition that can be raised.
Solo travelers will of course prefer one of the window seats, and I assigned myself seat 1A. If you ask me, Starlux just knocked it out of the park when it comes to cabin finishes, and the entire seating area has an incredible amount of attention to detail when in terms of colors, materials, etc. It really is a beautiful product.
When it comes to spaciousness, I’d say this product felt most comparable to something like British Airways first class. Admittedly that’s not exactly the world’s best first class hard product, but it’s better than most of the “business class plus” type products that we see nowadays.
When it comes to seat features, there’s an enclosed compartment in the back corner of the seat, which essentially has two shelves, and that’s also where the headphones and some of the amenities are stored during boarding. There’s also a vanity in this area.
Next to that is a rather flat storage area, ideal for placing a phone, passport, glasses, etc. This is also where you’ll find the seat’s wireless charging capabilities.
Next to that is a small screen that controls the seat’s functions, ranging from lighting to recline.
Speaking of charging, the rest of the charging options are under the seat and to the left, and there’s an AC power outlet, along with USB-A and USB-C charging options.
The seat’s tray table extends from underneath the entertainment screen and above the footwell, and it’s large. When stored, it’s folded over in half, so as you pull it out, you have to flip it over to fully use it. The tray table can easily be moved forward and backward, so it’s easy to get up from the seat even when it’s extended.
The footwell at this seat is absolutely huge, so when the seat is turned into a bed, it’s really easy to get comfortable.
Next to the footwell is a small minibar area. This is a gimmick, since it’s not refrigerated in any way, and of course the crew is happy to serve you anything from the galley. Funny enough, before landing the crew came to my seat with a bag, and asked if I wanted to take anything from the minibar (I declined).
On the outside of the seat, right by the bulkhead, there’s also a storage closet. It’s not big enough for a full size carry-on (that goes in the overhead bin), but it can store some clothes, amenity kits, etc.
As mentioned above, the door at the seat is quite large, and I also love the finishes.
One downside to Starlux’s A350s is that there are no individual air nozzles at seats, which is such a disappointment, since Asian carriers often keep their cabins pretty warm.
All-in-all, Starlux’s first class hard product is very comfortable and has beautiful finishes, though it’s definitely not competitive with the top first class products out there. Then again, it was also better than I was expecting, since it really felt to me like a dedicated product, rather than just a “business class plus” style afterthought.
Starlux A350 first class entertainment & Wi-Fi
Starlux’s A350 first class entertainment comes in the form of a 32″ 4K UHD monitor. I have to say, you’re not actually seated that far from the screen, so it feels absolutely massive, almost too big. The entertainment interface as such is great — the resolution is excellent, and it’s super responsive.
There’s also bluetooth audio, so that you can pair your own headphones to the entertainment system.
When it comes to the variety of entertainment, I found it to be good, but not great. There were a large number of movies and TV shows (it was hard to figure out exactly how many, since some were listed under multiple genres). You should have no issues staying entertained, but I wouldn’t rank Starlux as being among the best airlines for inflight entertainment.
There was of course also a great map feature, which I enjoyed keeping an eye on throughout the flight. The only catch is that the airline doesn’t offer a tail camera… sad!
Starlux A350s also have Wi-Fi, offered by Viasat. While not nearly as good as Starlink, it’s otherwise as good as it gets. As a first class passenger, Wi-Fi was free, and I could even log in with multiple devices at once. I just had to enter my last name, seat number, and year of birth.
Starlux first class amenities
The Starlux first class soft product really delights, and that’s evident from the moment you step onboard the plane. Waiting at my seat upon boarding was a Starlux-branded box of chocolates from Italian chocolatier Venchi, and a welcome note.
The crew also immediately warmly greeted me and offered me a pre-departure drink, though the airline doesn’t serve alcohol on the ground (which I find to be a bit cheap, but…). So I went for one of the carrier’s signature drinks, a sparkling peach juice. That was served with some warm mixed nuts, plus the choice of a hot or cold towel. I must say, that’s some lovely presentation!
Also waiting at my seat were a basic pillow and blanket, which are intended for lounging around, as this isn’t the primary bedding for when it’s time to sleep. That blanket is apparently part of a Loro Piana partnership, by the way. Starlux really goes high end!
I was then presented with a bag that contained a box with all kinds of Aesop products, as well as a rather pricey face mask from Japanese skincare brand Decorté.
That wasn’t even the amenity kit, as that came in the form of a mini suitcase hard-shell overnight bag from FPM Milan. It contained all the basics, including a dental kit, eyeshades, vanity, hair brush, socks, and cleaning cloths.
I was also presented with pajamas from Huntsman, which are part of a Starlux collaboration. Huntsman is a UK-based luxury tailoring house, and their silk pajamas go for $1,200+ (however, these weren’t silk). Still, they were very nice pajamas, probably my favorite I’ve been given by any airline, at least in terms of design.
I was also given some fluffy slippers, which were useful for going back and forth to the lavatory.
Headphones were also very high quality, and were the Sony WH-1000XM5 noise canceling model.
Lastly, during boarding I was also presented with the drink list for the flight, which came in a nice leather binder. I’m impressed by how cohesive all the design touches are, since it almost matched the pattern of the seat.
Starlux A350 departure from Los Angeles
While I was the only person in first class, my Starlux flight otherwise seemed to be reasonably full, with all but a few business class seats taken.
Despite the typical chaos of boarding, it was extremely calm in first class, since all boarding happened through the second set of doors, and there’s almost no foot traffic in the front of the cabin.
The purser and dedicated first class flight attendant were incredibly attentive during boarding, explaining all the seat features to me, going over my meal orders for the entire flight, presenting me with amenities, etc.
By 12:20AM, the captain was on the PA to welcome everyone onboard, and advise of our imminent departure. He shared our flight time of 13hr5min, and our anticipated cruising altitude of up to 40,000 feet. He said it would just be a few more minutes for cargo to be loaded, and we’d then be underway.
We ended up pushing back at 12:35AM, at which point the very cool safety video was screened.
Then at 12:40AM we began our taxi, and by 12:55AM we were cleared for takeoff on runway 25R. Our climb out was smooth, and the seatbelt sign was turned off around five minutes after takeoff.
Starlux first class dinner service
Obviously Starlux offers a dine on demand concept in first class. However, it’s a bit more structured than on other airlines, in the sense that I pre-ordered both of my primary meals.
Below is the Starlux first class meal selection for the primary meal during this flight. As you can see, you can select up to two appetizers and one main course.
Starlux also has an absolutely massive drink selection, including wine, cocktails, coffee, tea, etc., and you can find that below (there were so many pages that I just photographed every pair of pages together).
Less than 30 minutes after takeoff, service was in full swing. I had two flight attendants taking care of just me, including the purser and the dedicated first class flight attendant, and they were both exceptional. I started with a glass of Starlux’s first class champagne, Bollinger La Grande Année 2015 (notice Starlux’s “properness” with not serving champagne in a flute).
I was then also immediately served the caviar course, which consisted of a one ounce tin of Ars Italica Oscietra caviar. This was accompanied by blinis, grated eggs, red onion, cilantro, sour cream, and a lemon wedge, and the table was even set with a fake candle.
I thought the presentation was really nice, and I also appreciated how flawless the service was. Both flight attendants would come into the aisle when it was time to serve something — one would actively dress the table, place dishes down, etc., while the other would hold the tray with the service items.
After my initial glass of champagne, I decided to switch up my wine selection. I love how Starlux highlights Taiwanese wine, so at the flight attendant’s recommendation, I went with a glass of the 2022 Weightstone Musann Blanc. I absolutely loved this wine — it was unique, and almost had a lychee scent to it. For what it’s worth, it’s also not cheap, and retails for over $100 per bottle.
At this point my tray was properly set for the remainder of the service, with the addition of a bread basket. For my next appetizer, I had ordered the Alaskan king crab salad with salmon roe, millefeuille, cashew nuts, sweet chili yuzu sauce. This dish was absolutely phenomenal, and I couldn’t believe how good the presentation was either.
Also, how cute are these salt and pepper mills?
For the main course, I had the Japanese yuan yaki Chilean seabass with yuzu sauce and rice. This was also very well executed, though perhaps the least exciting of the dishes.
With the main course, I decided to try one of the carrier’s signature cocktails, the Bi Luo Chun Galaxy, with gin, Bi Luo Tea, and soda water. I love how Starlux incorporates teas into its cocktails, so they’re not overly sweet.
After the main course, I was presented with a raspberry sorbet, as a palate cleanser.
After that came the fruit course, which was good, but not particularly memorable.
For dessert, I had the option of an almond jelly, a mousse cake, or ice cream. I decided to order the mousse cake, though the flight attendant insisted I also try at least a small portion of the almond jelly, so she prepared that for me. I also had the non-caffeinated tea that the crew recommended, which was excellent.
What an incredible meal, in terms of quality and also in terms of service and attentiveness. The crew couldn’t have been better, and that made a big difference. I also really like the concept of pre-ordering your entire meal.
Starlux also deserves credit for the quality of its glassware and tableware. The airline uses Riedel crystal glassware, fine bone china from William Edwards, stainless steel cutlery from Robert Welch.
Starlux A350 first class lavatory
Starlux first class passengers have access to a dedicated lavatory at the front of the cabin. It’s not particularly big, but it was consistently spotlessly clean, and also had some nice amenities. For that matter, the lavatory even had music that played whenever the door was locked.
One of my concerns about Starlux first class was that there’s not actually any separation between the first and business class cabins, so I wondered if business class passengers would also be using the lavatory (not that it’s the end of the world, but access to a clean lavatory without waiting should be one of the perks of first class).
The good news is that when there’s someone seated in first class, the crew is very firm with sending business class passengers to the lavatory behind the cabin. They even advise passengers of the lavatory locations, so there was zero issue with foot traffic, or others trying to use the lavatory.
Starlux A350 first class bed
At the purser’s suggestion, I had my bed made in the center suite, so that I could keep my window suite for lounging, in the event that I took multiple naps. So while I used the lavatory after the meal, the crew prepared my bed.
I must say, I found the bed to be very comfortable, and the bedding to be excellent.
It’s also cute how the crew places a diffuser right next to the seat, along with a snack basket.
One other thing I should mention is that as soon as I got in bed, the cabin lights were dimmed, so it seems like they sort of center the cabin ambiance around the first class passenger, within reason.
I’m a really bad airplane sleeper, and in particular, these very late night flights from the West Coast absolutely destroy me in terms of sleeping and jet lag.
Long story short, I basically just took a couple of naps during the flight, each of which lasted a couple of hours, and that’s as good as I can do on these kinds of flights.
After waking up the first time, I decided to order a couple more cocktails from the menu, of course just for research purposes. 😉 That helped with allowing me to sleep for a couple more hours.
With around 2.5 hours remaining to Taipei, I finally decided to just get up.
Starlux first class breakfast service
Upon waking up, the crew asked if I wanted something to drink, and of course reminded me that I could enjoy breakfast whenever I’d like. For what it’s worth, there was also a snack menu (the same as in business class), but I didn’t have anything.
I decided to first order a cappuccino to drink, and then had a cup of Taiwanese drip coffee, which I enjoyed.
Around two hours before arrival the cabin lights were turned up, in anticipation of the pre-landing service. Much like for the main meal, I could select two different appetizers, and then a main course, so that’s quite an elaborate breakfast service. You can find the Starlux first class meal options below.
Service began with a warm towel and a mixed berry smoothie.
Next up, I was presented with a yogurt course, which had four different accompaniments to choose from, ranging from berries, to dried fruit, to cereal. I also had a cappuccino to drink.
For my first appetizer, I had the fresh berries and burrata cheese, with arugula, pink pepper, and lemon oil. It was a bit random in the context of the overall meal, but it was delicious, though I only had a few bites of it (there was way too much food on this flight!).
Next, I had the Japanese five appetizer assortment with miso dengaku sauce, which was delicious and gorgeously presented.
For the main course, I had the smoked salmon and broccoli quiche. As someone who loves quiche, smoked salmon, and broccoli, I was delighted to see this combination as the egg dish.
The meal then finished off with a fruit plate.
The purser had noticed how much I enjoy coffee, so at the conclusion of the meal she surprised me with an off-menu item, in the form of a Sicilian lemon sparkling coffee (essentially espresso, some lemon juice, sparkling water, and a little sweetener).
Starlux first class crew & service
Service in Starlux first class was simply stellar. Birdy and Lori were taking care of me, and they were exceptional. Obviously the flight attendant to passenger ratio is over the top, but even beyond that, they really went above and beyond.
Their attention to detail was incredible, without being overbearing. And they were also so polished with their service, in terms of how they set the table, how they’d present meals, how they’d pour drinks, etc. They were also personable, so the service wasn’t at all robotic. It sort of felt like that signature Singapore Airlines service level, but with a Taiwanese twist.
Just as a minor example of the attention to detail, when I’d go to the bathroom, they’d always refresh the seat. For that matter, when I first changed into my pajamas, I had left my hoodie on the seat, since I didn’t need it anymore. When I returned two minutes later, someone had obviously hung my hoodie in the closet. That level of care was evident throughout the service, so I have nothing but great things to say.
Starlux A350 arrival in Taipei
At 4AM Taipei time, the captain was on the PA to advise that we’d start our descent in around 20 minutes, and would be landing within an hour.
Sure enough, the seatbelt sign was turned on at 4:20AM, and around the same time, we started our descent. During the descent, the flight attendants came by to thank me for flying with Starlux, to offer me candy, and to solicit feedback.
I was really impressed by the way the crew asked for feedback. They didn’t ask if everything with the flight was good. Instead, they asked if I have any feedback for how they could improve the service. That shows that you actually want feedback, rather than just checking a box, so kudos to the crew. Unfortunately in terms of soft product, I had absolutely no feedback, as Birdy and Lori were rockstars.
Our approach ended up taking a little longer than expected, and we touched down at 5AM on runway 5L.
From there we had a short five minute taxi to our arrival gate, where we pulled in at 5:05AM, 35 minutes ahead of schedule.
The deplaning process was interesting. Flight attendants stood in the aisle right behind row one, to make sure that first class could deplane first. They even closed the first class suite doors during this time, hah. Once off the plane I was greeted by a representative from the airline, and escorted to Starlux’s first class lounge, which I’ll review in the next installment.
Bottom line
I came into my Starlux first class flight with modest expectations, despite the high price tag. Fortunately I ended up coming away from the experience with a very favorable impression.
Yes, it’s strange — and not ideal — how Starlux doesn’t have a fully dedicated first class cabin, in terms of having a bulkhead or cabin between first class and business class. However, this ended up being much less of a downside than I was expecting, thanks to the very high doors around the seats.
What I wasn’t fully anticipating is just how stellar the first class soft product would be, between the amazing amenities, the delicious food and drinks, and in particular, the flawless service. Starlux’s first class soft product is world class, while the hard product is… decent but strange. All-in-all, this was a better experience than I was expecting, and it definitely rises above the standard of a “business class plus.”
What’s your take on Starlux first class?
Thanks Ben for such an in-depth review!
On the champagne and wine list Starlux truly deserves a round of applause. While pretty much every first class product nowadays has gone cheap on their wine list and only shell out for the champagne, Starlux offers something pretty special. Here’s just the champagne and the reds:
Bollinger Le Grande Annee Brut 2015 95 pts $215
Chateau Belair-Monange 2014 93 pts $165
Pahlmeyer Jayson Cab Sauv...
Thanks Ben for such an in-depth review!
On the champagne and wine list Starlux truly deserves a round of applause. While pretty much every first class product nowadays has gone cheap on their wine list and only shell out for the champagne, Starlux offers something pretty special. Here’s just the champagne and the reds:
Bollinger Le Grande Annee Brut 2015 95 pts $215
Chateau Belair-Monange 2014 93 pts $165
Pahlmeyer Jayson Cab Sauv 2021 93 pts $100
Macan Rioja 93 pts $130
No skimping here. The Loro Piano pillow & throw retail for about two grand. Nice way to make you feel cozy for a couple hours! And the caviar with mother of pearl shovel very elegant! And I remembered the cost.....
Anxiously awaiting ORD_is_his_asylum to chime in with his customary insane garbage.
What do you think they do with the rest of the champagne? I felt bad after having a single glass of Salon in JAL F, being the only one drinking it. I was interested in trying the whiskeys and sakes as well.
@ Sel_D -- While I wish they'd offer it to business class passengers, I suspect it just gets poured out, unfortunately. This is one of the downsides of selling so few first class seats. Oh well. I won't feel bad about it, since at least the airline doesn't waste as much food as other carriers.
The one thing all carriers who call TPE home have in common is having some of the best whiskies for their class.
Now this is the only first class product out of TPE carrier so was interested to look at the whiskies list on the menu. It does not disappoint. Kavalan Solist Amontillado is definitely very, very fine whisky.
@ BBT -- I'm not at all a whisky drinker, so that's interesting to hear and good to know.
@BBT I would struggle to decide whether sleep or drinking those whiskies were more important on this flight. Definitely a great list.
Is it me or was that the largest breakfast @Ben has ever been served?
@ hbilbao -- Hah, for sure. The two starters were the size of mains on other airlines, so it was almost like having three breakfasts. I only ate some of each, because it was way too much.
Great review! Just such a late flight not to get a glass of champagne on the ground, especially with you presumably still being on Eastern Time. Well done eating all of that food overnight! Hey, someone has to do it.
Almost feels like they should be offering buy-ups to the seat at check-in if no one else is in F, and then just deliver a J experience. But I guess that wouldn't preserve the...
Great review! Just such a late flight not to get a glass of champagne on the ground, especially with you presumably still being on Eastern Time. Well done eating all of that food overnight! Hey, someone has to do it.
Almost feels like they should be offering buy-ups to the seat at check-in if no one else is in F, and then just deliver a J experience. But I guess that wouldn't preserve the exclusivity of the product, even if it would be a logical way of monetizing it. Don't have to give J customers Loro Piano blankets and Huntsman PJs and such for them to enjoy the more spacious bed on overnight flights such as this one.
@ Peter_ -- Yeah, they've really chosen an unusual method of monetization. I've heard that their paid upgrades at check-in on long haul flights cost $5K, and that's without the first class ground experience or catering. That's of course completely ridiculous, and a ripoff.
Meanwhile I also get how it's tough to basically create a product that's on the one hand all about exclusivity, ground experience, and soft product, while on the other hand,...
@ Peter_ -- Yeah, they've really chosen an unusual method of monetization. I've heard that their paid upgrades at check-in on long haul flights cost $5K, and that's without the first class ground experience or catering. That's of course completely ridiculous, and a ripoff.
Meanwhile I also get how it's tough to basically create a product that's on the one hand all about exclusivity, ground experience, and soft product, while on the other hand, having flexibility with assigning people into it at the last minute.
I think the fair compromise would be to offer buy-ups at a certain point that are more reasonably priced, while still trying to offer most of the onboard soft product, except the special ground experience.
I think the bigger point of confusion is that the airline only has a total of 30 seats between first and business class, with four being in first class, and 26 being in business class.
China Airlines and EVA Air have closer to 40 business class seats on most aircraft that fly to North America. At a minimum, you'd think the airline would frequently oversell business class if the demand is there, and just upgrade people to first class. However, that just doesn't seem to happen a lot, since the airline seems to avoid operational upgrades to first class.
It's all very strange, and I'm confident this current product isn't the one that maximizes revenue or profitability. It's just so rare to see a cabin where actually filling it up isn't in any way a priority. Even Air France proactively sells La Premiere upgrades at check-in.
Excellent review, Ben!
Even if the hard product (single row of 'sorta' first class suites) isn't literally The Residence or even La Première, it still seems quite nice. On board, the additional privacy, elevated dining (c'mon, that caviar), additional amenities (fancy PJs, Aesop... niccce), and dedicated service. And, that VIP-style ground experience, while not worth paying outright for P/S, was a great inclusion, too.
Fine, it's definitely not necessary for most; like, if I can...
Excellent review, Ben!
Even if the hard product (single row of 'sorta' first class suites) isn't literally The Residence or even La Première, it still seems quite nice. On board, the additional privacy, elevated dining (c'mon, that caviar), additional amenities (fancy PJs, Aesop... niccce), and dedicated service. And, that VIP-style ground experience, while not worth paying outright for P/S, was a great inclusion, too.
Fine, it's definitely not necessary for most; like, if I can find that sweet-deal 75-85K/way in J with AS points (like @samar pulled off recently from PHX), I'll go with that instead. Ahh, how I wish JX flew JFK-TPE nonstop. Overall, I think the airline deserves a higher ranking than Hainan (#8? Psh) on the recent Skytrax updates (feels like pay-to-play, over there).
Anyway, "as a completionist" ... Ben, I take it you'll be at ABJ, soon enough! (Finish it!!)
@ 1990_ -- Agree with you on all counts! And yes, ABJ is coming soon! :-)
OMG, ACd'I must be working so hard on Ben's party in the skies!!!!