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 Esposito, 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?
I fly internationally a lot and all American Airlines don’t compare. Delta’s amenity kit changes but still has the same junk products. Emirates have a nice one and also makes very nice cocktails. :)
Last I flew DL in biz CVG- CDG was horrible, from the seat to the cheap catering, horrid wines & cheap Prosecco was passed for champagne.
BA or AF in coach is much better - DL is riding a little to high in the saddle …
I agree, Just bought Delta One from Sea to Barcelona and we hope by Sept they change something better . We didn’t want to make a stop …
Interesting. Had Delta is trying to upgrade everything except its employees contracts. Oh wait, they don't have contracts. They are non-union at will employees that could be fired at any time, for any reason, with or without cause, with or without notification. With the exception of pilots, no one at Delta has a contract. The airline spends tens of millions of dollars demonizing labor, harassing employees that are pro-union and terminating. Those who actually were...
Interesting. Had Delta is trying to upgrade everything except its employees contracts. Oh wait, they don't have contracts. They are non-union at will employees that could be fired at any time, for any reason, with or without cause, with or without notification. With the exception of pilots, no one at Delta has a contract. The airline spends tens of millions of dollars demonizing labor, harassing employees that are pro-union and terminating. Those who actually were members of unions when integrated from Northwest. Northwest. Delta is a shameful anti-American airline and no matter what they do to the inside of their planes, the inside of their corporation is still as corrupt as ever. I will never fly that poor excuse of an airline.
Boo Hoo.... Waa Waa...
Many (if not all) of the non-union Delta employees have the option to quit these "horrendous conditions" you are describing, and go work for other airlines.
Oh wait, they're still working at Delta!
It would be silly not to try and monetize the bulkhead suites. If you give the space away for free 24 hours before to status members or whatever, who cares. And aligns product offerings with JV partners like Virgin TATL.
Great planes... Not the greatest of service compared to the international carriers. Just a different standard with domestic US carriers. International carriers provide the best in class service. Even when the planes are old.
Totally agree.
I am reminded of the courtroom saying... "You can dress a criminal in a coat and tie, but beneath the nice clothing is still a criminal"
A well rounded, quality premium class product has not existed on US airlines since the days of Pan Am and TWA.
Americans born after 1970 think they know what luxury is (in the context of inflight hard and soft products), but unfortunately, most of...
Totally agree.
I am reminded of the courtroom saying... "You can dress a criminal in a coat and tie, but beneath the nice clothing is still a criminal"
A well rounded, quality premium class product has not existed on US airlines since the days of Pan Am and TWA.
Americans born after 1970 think they know what luxury is (in the context of inflight hard and soft products), but unfortunately, most of them are thoroughly clueless. The service culture in Premium Class aboard US airlines has become so relaxed as to become practically frivolous compared to the best European, Middle Eastern and Asian airlines.
I would consider AA, DL or UA for international economy class international travel, and, if the mileage redemption were reasonable, I m i g h t even redeem a Business Class award on a late night eastbound trans-Atlantic sector upon which I wanted only sleep.
Otherwise, after seventy years and six million miles of flying all over the world, I find the extra money or miles required to fly First or Business aboard a quality foreign carrier to be money well spent.
and yet US airlines have access to and call home the largest and richest travel market in the world. US carriers disproportionately carry more of the US travel market not because people are convinced they are better but because, all things considered, US carriers win including for the abililty to link domestic and international travel under one loyalty program.
Try flying CX or EK or JL from ATL to LAX.
and no US president...
and yet US airlines have access to and call home the largest and richest travel market in the world. US carriers disproportionately carry more of the US travel market not because people are convinced they are better but because, all things considered, US carriers win including for the abililty to link domestic and international travel under one loyalty program.
Try flying CX or EK or JL from ATL to LAX.
and no US president or congressperson would dare try to allow foreign airlines to fly US domestic routes.
Your same argument can be made about multiple other industries where US companies should be able to compete on an equal basis - and yet that doesn't happen.
and none of what you have said or my response changes that supply chain issues have hit airlines around the world - in addition to many other industries.
DL is a large customer for the Pratt and Whitney Geared Turbofan engine which powers DL's A220s and A321NEOs.
Other airlines have grounded much higher percentages of their fleets while DL has been unable to get the Delta One seat for the A321NEO seat certified and will be flying just SEVEN aircraft in a modified configuration.
Boeing has had massive certification delays for every model it has tried to put in service over the past five years plus.
There isn't another airline of DL's size that has come out w/ such a low impact for supply chain issues.
"US carriers win including for the abililty to link domestic and international travel under one loyalty program"
Definitely. The loyalty programs of U.S. carriers are far and away the most generous in the world. Add to that ridiculously generous credit card sign up bonuses and it's little wonder that the overall quality of service - particularly soft product - has dropped off given that a higher percentage of U.S. passengers traveling in Premium classes are...
"US carriers win including for the abililty to link domestic and international travel under one loyalty program"
Definitely. The loyalty programs of U.S. carriers are far and away the most generous in the world. Add to that ridiculously generous credit card sign up bonuses and it's little wonder that the overall quality of service - particularly soft product - has dropped off given that a higher percentage of U.S. passengers traveling in Premium classes are doing so by virtue of easily earned award mileage compared to how much harder it wouls be to earn similar mileage amounts and/or award redemptions on most foreign carriers. Bottom line - you get what you pay for.
Add to that modern day American service culture - nowhere near the same attention to detail (or even awareness of that detail) or overall appreciation for international premium class standards as that exhibited by the best international airlines.
When it comes to inflight service, American service standards are fine for for the average American who has no idea or appreciation for what a proper service can and should be. And, sadly, I say that as an American citizen. For the rest of us, thankfully there are other airlines that still understand the concepts of truly premium inflight service beyond a somewhat larger seat and suite.
'DL' copying everyone, standard. They will just try and charge more for it lol
So… like… after jetBlue, American, and United? Huh…
c'mon now, 1990
everyone knows that every other airline follows Delta, Never the reverse. ;)
Except that it's not true in just about anything except value destruction for consumers.
You never want to sit in row 1 with Delta One because it's the last row to be served food on international flights. That means it might be an hour into dinner before you get your food. Plus, Delta seldom uses the forward door for deplaning, which means you won't be first off the aircraft.
I have been in row 1 many times on DL internationally and have never been the last served.
I’d love to see the US carriers go back to having a proper international first class product. The market is certainly there but I seriously doubt any of the US3 could execute.
The US lacks the true service mentality that First requires. We cannot compete with the Asians on service.
Go back? I've been in first class in the early 90s on US carriers. There is no question to me that the modern J hard product exceeds that by leaps and bounds.
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.
I can afford it, I just don't need/want to spend more for the same seat that has a little more room as the rest of business?
Well now Andrew, you read like the wee Scotsman I knew, short arms and long pockets. He was always the last one to buy the crew a drink, bleeding fantastic on the chain gun though …. :-)
Tell us more about this ‘tough titty’
5’4” tall, a man who carried less fat than a greasy chip. As rough as a butcher’s dog and as hard as a blacksmith’s anvil. With three fingers of single malt inside him, he would take on a platoon of any countries finest. Especially if someone accused him of being ‘scotch’.
A real gentle man with the ladies, children and pussy cats. However, he was renowned for being as tight as a ducks posterior orifice,...
5’4” tall, a man who carried less fat than a greasy chip. As rough as a butcher’s dog and as hard as a blacksmith’s anvil. With three fingers of single malt inside him, he would take on a platoon of any countries finest. Especially if someone accused him of being ‘scotch’.
A real gentle man with the ladies, children and pussy cats. However, he was renowned for being as tight as a ducks posterior orifice, if it meant putting his hands in his pockets to buy someone a drink.
His most endearing feature was that he displayed more loyalty to the team than a Police trained German Shepherd. Sadly, no more.
So, by this "logic" if left side window J seats cost $999 more than right side window seats, I can afford the $999, and I don't pay it, I just being cheap or stupid leaving that money to the charities in my estate? The pay-fir-it-because-you-can philosophy with no regard to value for money is an extremely flawed viewport IMHO.
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 .
It's a straight bed positioned at an angle to the aisle. Do you think if I turned my bed at home 45°, I'd develop 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.
Tim you commented on a post last month about how Delta was not introducing business class plus and you said it was a smart decision to not complicate FA service. So are you wrong then or now?
Tim, do you have any comment on why Delta stooped to the level of AA/UA/B6 with Business +? I thought Delta was a market mover? Please try and stay on topic. I know it’s hard, but I don’t want to hear about baggage performance on an article about a business class seat. With the Amazon WiFi deal not STARTING until 2028, the GrOuNd BrEaKiNg A350-1000 being delayed until 2027, and the fact that they chose...
Tim, do you have any comment on why Delta stooped to the level of AA/UA/B6 with Business +? I thought Delta was a market mover? Please try and stay on topic. I know it’s hard, but I don’t want to hear about baggage performance on an article about a business class seat. With the Amazon WiFi deal not STARTING until 2028, the GrOuNd BrEaKiNg A350-1000 being delayed until 2027, and the fact that they chose an inferior seat supplier for their A321NX fleet, the writing on the wall is pretty clear. They will be a distant 4th on their narrow body business class product, IF/WHEN the first plane launches. They will be behind UA/AS on next-gen WiFi WHEN their Wifi project starts.
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.
Are these the same seats that are considered less desirable on seat maps because of their proximity to the galley? Wrrr giving them a refurb and now charging more? Just wondering if it’s me or them that’s crazy here?
@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.
Oh absolutely, happy to take them for free lol. But to pay more for basically the same seat with a little more space just doesn't appeal to me.
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.
They absolutely are. They introduce suite doors, premium economy, and free WiFi first... oh, wait.
Delta introduced all suite business class in 2017. American and United just put their first aircraft with all suite business class this year…2026
There isn’t one airline that does all the innovation with everyone else following.
Try looking at BA old bean, if you are really interested in the history of civil aviation.
You will be telling everyone that the computer was invented in the U.S. next!