In recent times, we’ve seen airlines increasingly introduce “business class plus” products. The concept here is simple — with most latest generation business class seats, there’s typically a bit of extra space at the bulkheads, so airlines introduce a product with a little more room and some extra services, and charge extra for it, above and beyond business class. It’s part of the airline industry’s continued trend of segmenting the market.
Looking at the “big three” carriers, we’ve seen both American and United introduce this — American has Flagship Suite Preferred, while United has Polaris Studio. Delta has now also confirmed plans to introduce such a product, which comes as a bit of a surprise.
In this post:
Delta confirms plans for Delta One “business class plus” product
Delta One is how Delta brands its international and premium transcontinental business class product. The airline plans to introduce a new Delta One product on its upcoming flagship Airbus A350-1000s. On top of that, we also know that the airline plans to retrofit many of its A330s with new Delta One cabins.
When Delta unveiled its new business class seat, one thing that was noticeably missing was a business class product. That surprised me a bit, since it feels like leaving revenue on the table.
While several people claimed that Delta wasn’t planning on introducing a business class plus product, it seems like that was more stated out of a lack of confirmation to the contrary, rather than anything else.
So that’s why it’s interesting to note a recent Business Traveller interview with Joe Espsito, Delta’s Chief Commercial Officer (thanks to JonNYC for flagging this):
Would a “mini first class” seat make sense in Delta One?
We’re going to do that! We haven’t announced it yet, but those will be on future airplanes… but we haven’t announced it yet. It’ll be where you get a little bit more space at the front seats. It’s the ones that are in the bulkhead — you’ll get some more space.
So there you have it, as Delta has confirmed that it plans to offer a premium business class product on upcoming planes, but it hasn’t been announced yet (well, other than this).
What can we expect from Delta’s special business class seats?
Delta will be the launch customer for the new Thompson Aero VantageNOVA product, which will be available on upcoming Airbus A350-1000 deliveries. Thompson Aero literally promotes how there can be a VantageNOVA First product, without taking up much additional space.
So it’s not at all surprising that Delta would introduce this. I think what threw many people off is the renderings Delta released of its new business class. Typically a front row business class product would have slightly different visuals, have a bigger entertainment screen, etc. In Delta’s renderings, the front row looks the same as all the others, at least at first glance.
So are these renderings accurate, or did the airline intentionally not reveal the full details yet, including incorporating a special design in the first row?
I suspect we’ll also see the special front row business class product on the retrofitted Airbus A330-200/300s, and that’s easy enough to do as well. On those planes, Delta is introducing the Thompson Aero Vantage XL product, which is the same product you’ll find on Delta’s A330-900neos.
I assume the idea is that Delta will introduce something similar to Virgin Atlantic’s A330-900neo Upper Class product, where the first row is a “Retreat Suite.”
Anyway, it’ll be interesting to see what premium services Delta bundles into this product, so we’ll have to stay tuned for more.
Bottom line
A senior Delta executive has confirmed that the airline will introduce a special “business class plus” product on upcoming aircraft, as it introduces new Delta One cabins. We’re increasingly seeing airlines introduce special seats at bulkhead rows in order to maximize revenue, so this makes sense. It’s just confusing that Delta’s A350-1000 cabin renderings sure suggested there wouldn’t be a special product.
What do you make of Delta’s business class plus plans?
To those who cannot afford to pay for extra seat space, etc, in J or F, I commiserate with you. To those who could afford to pay the extra, but choose not to, I must remind you that there are no pockets in shrouds. To the others who are jealous of those who value comfort, convenience and space above money, I simply say tough titty.
Given how Delta ridiculously likes to gaslight their customers, that would mean these planes will be in a 5 cabin configuration?
Oh and will you be able to buy Delta One Plus Basic? Ha.
And if every “cabin” has basic, classic, and flex, does that mean these planes will have 15 fares? Insane.
Seems like it's working on you since Comfort+ is not another class of service, but everyone thinks it is, when it's literally extra legroom economy, so at best it would be 4.
Better late than never I suppose. The World Class Airlines followed BA by installing lay flat seats over three decades ago. Just like Tim Dunn, Delta Airlines are proving to be reactionary as opposed to being innovative or informative.
Income inequality at it’s finest.
Last time i traveled the ex-DL B772LR with Air India, it was a phenomenal hard product and to think that DL introduced this product in 2019.
Now 7 years later, this product looks like its two steps back.
Looking at that angled "bed" , I have a sore back already . The airline will be responsible for the pax future back problems .
When Delta unveiled its new business class seat, one thing that was noticeably missing was a business class PLUS product.
Will the extra fare fee also be "plus" ?
Goes to show that "leaked" seatmaps like for the DL A350-1000 on certain sites are probably not accurate.
As Ben notes, most seat manufacturers offer the option for the first row; DL simply had not chosen to announce it and the only question is why it came out in some random comments.
Obviously, ex baggage handlers were not in the Delta Airlines information loop.
I have flown the premium bulkhead seats on AA and AF. I preferred seat 1A on the regular AA 789 over 1A on the 789p. I think that may be the design of the p version, where there are 9 rows in the front cabin rather than 8 in the standard 789. The AF bulkhead is nice, but while the extra space looks and feels good, I don't use it. Neither required an extra fee.
I have flown the premium bulkhead seats on AA and AF. I preferred seat 1A on the regular AA 789 over 1A on the 789p. I think that may be the design of the p version, where there are 9 rows in the front cabin rather than 8 in the standard 789. The AF bulkhead is nice, but while the extra space looks and feels good, I don't use it. Neither required an extra fee.
AF doesn't charge extra for those seats TATL. Some speculate that may have to do with their DL relationship. Thus, I wonder if AF will start charging once DL has that product at an extra fee.
I don't see me paying for those seats, but I never imagined I'd buy J.
Do people actually pay for business class plus outside of the uber wealthy? I just don't see the value.
@ Andrew -- It's often "only" $300-500 more than standard business class, so I do think a decent number of people do book it. If it can be done with limited opportunity cost, there's not much downside.
Ben , "there's not much downside" . Except the airline now has your $ 300-500 , and you no longer have the $ 300-500 . I*'d call that a "significant downside" .
I think at $300 or so, they are a terrible deal. But, you only need a few pax flying J to put up the extra bucks to make them feel special. It amazes me how people will spend extra dollars to feel "special." It's $300 for those seats, but for $400, you'll get the same seats, but you're now in the VIP section.
For "only" $300–$500 more, I'd expect a handwritten screed from Tim Dunn praising my "premium" choice, and a guaranteed PDB.
Debundling business into a "super business" tier sounds clever but bleeds money in hidden ways: new booking codes, fare rules, crew training (gasp — work rules!), catering changes, and revenue-management guesswork on a class with little historical data.
Customers feel it too. OTAs flatten the distinction, standard-business flyers walking past fancier suites feel cheated, and...
For "only" $300–$500 more, I'd expect a handwritten screed from Tim Dunn praising my "premium" choice, and a guaranteed PDB.
Debundling business into a "super business" tier sounds clever but bleeds money in hidden ways: new booking codes, fare rules, crew training (gasp — work rules!), catering changes, and revenue-management guesswork on a class with little historical data.
Customers feel it too. OTAs flatten the distinction, standard-business flyers walking past fancier suites feel cheated, and loyalty members hit confusing award rules. Price it too high and seats go empty or get discounted; too low and it dilutes the business class product and experience.
On routes with deep premium demand, it has a real shot. Elsewhere? We'll see.
@Andrew if they go unsold and you have gold status then you will be upgraded FOC, only happened once for me but I wouldn’t pay the extra tbh.
Nice to see Delta following United and American on a business class product yet again, like premium business class lounges or a self-serve snack area.
United is the industry leader in innovation these days. Delta still riding on past laurels.
You cannot be serious right? So many airlines have had business plus products for years, Virgin, Condor, etc., UA is not the one innovating.
If you're going to say only US airlines, JetBlue was still the first one to have a business plus product with their Mint Studios.