We’re seeing quite some nice improvements to the long haul business class products of major US airlines. We recently saw American introduce its new Flagship Suite business class, soon United plans to introduce its new Polaris business class, and next up it’s Delta’s turn. We’re getting more of a sense of what we can expect, and the first rendering of Delta’s new business class seat has just leaked.
In this post:
Delta installing VantageNOVA seats on A350-1000s
Delta has 20 Airbus A350-1000s on order, which will eventually be the carrier’s flagship aircraft. Not only will this be Delta’s largest aircraft, but it’s also expected to be the most premium configured plane. Unfortunately at this point, we’ll have to wait until 2027 for the first of these planes to be delivered.
So, what can we expect onboard? A couple of months ago, JonNYC shared some interesting insights about what we can expect onboard. Jon suggested that Delta’s new business class suite on the Airbus A350-1000 will be the Thompson Aero VantageNOVA product.
The airline will reportedly install 50-53 business class seats on the aircraft, which is the most business class seats Delta has ever installed on an aircraft (though still short of the 64 business class seats United will have on its new 787-9s).
That’s further confirmed by JonNYC sharing the first rendering of the new product.
It makes perfect sense that this is the seat that Delta is going with, given that Delta already has a close partnership with Thompson Aero for its business class seats (the A350-900s have the Thompson Aero Vantage XL product).
Like many new products nowadays, the VantageNOVA product is pretty flexible, and airlines can elect to install one of the two layouts, all in a 1-2-1 configuration:
- All seats can be reverse herringbone, meaning the window seats face the windows, and the center seats face the center
- It can be a hybrid cabin, with the window seats facing the aisle (herringbone), and the center seats facing the center (reverse herringbone)
I think it’s safe to say that most people would prefer the former layout compared to the latter. It’s worth noting that this is intended to be a very efficient product to install, with seats having as little as 40″ of pitch.
Like many new premium cabins, Thompson Aero also promises a front row “business class plus” product, taking advantage of the extra space in the first row.
The VantageNOVA product was only unveiled in 2024, and isn’t yet in service. Thompson Aero says it has a launch customer for this product, though that customer hasn’t been disclosed. So I think it’s highly likely that Delta is the launch customer being referred to.
My take on Delta’s potential new business class seat
What’s interesting is that American and United are both in the process of rolling out a new business class product as well, and they’ve selected exactly the same seat — the Adient Ascent product. But like many airplane seats, there’s lots of flexibility there for customization.
So, what should we make of Delta’s new business class seat? Well, I’d say it looks very similar to the Adient Ascent product. Both are intended to be efficient, and offer the option of a combined herringbone and reverse herringbone configuration. Still, it’s hard to know comfort level for sure, since this product isn’t yet in service with any airline.
I think we’ve reached the point now where business class seats aren’t actually getting much more comfortable, but instead, it’s just about whether they have a door, and how good the seat tech is (entertainment screens, charging, bluetooth audio, etc.).
For that matter, what counts most is how many planes an airline has with its latest generation premium seats. Take Emirates as an example. Emirates has its amazing “Game Changer” first class, which was introduced in 2017… it has been installed on a total of nine(!!!) planes. So that’s an average of around one plane per year. At the current pace, the entire fleet may be reconfigured with the product by 2275!
So yeah, it’s great that we’ll see the first plane with this product enter service for Delta in 2027, and I question whether Delta will reconfigure any planes with the product (I doubt it, since this product can’t be retrofitted on A330s and 767s, and I doubt Delta thinks the investment is worth it on existing A350s).
Bottom line
We know that Delta plans to introduce a new business class product on its Airbus A350-1000s, which should be delivered as of 2027. It looks like Delta will be installing the Thompson Aero VantageNOVA product, with 50-53 of these seats being installed on Delta’s new flagship aircraft. I suspect Delta will be the launch customer for this seat, so I look forward to learning all the details.
What do you make of Delta’s new business class plans?
J class needs a passenger-centric revolution. Way too many high-density, coffin-like products like this one with narrow seat width, constricting footwells, hard mattresses, worthless doors, annoying shoulder straps etc. Number of lavatories needs boosting…air nozzles must be mandatory. Anyone else ready to storm the barricades?
Delta just got some 787s too. Wonder what the cabins will be like on those.
Completely underwhelming.
"it’s just about whether they have a door"
....said practically no one.
Ben-- I appreciate your observation that business class seats appear to have reached a plateau and are more similar than different. Do you think we've reached the Platonic ideal of a lay-flat seat or do you predict there is further (genuine) innovation to be had beyond tweaks to cram in more seats
I think the suite in the A350-900 works well enough. They should just stick with this for consistency in the A350-1000.
I'd rather see them invest resources into the 767-300ER and A330ceo aircraft. They should install the new 767-400ER cabin design in the 767-300ER as well as the A330-900 cabin in the A330-200/300. These products are good enough.
I'd rather have a decent, consistent hard product than some new novel product that is scarcely...
I think the suite in the A350-900 works well enough. They should just stick with this for consistency in the A350-1000.
I'd rather see them invest resources into the 767-300ER and A330ceo aircraft. They should install the new 767-400ER cabin design in the 767-300ER as well as the A330-900 cabin in the A330-200/300. These products are good enough.
I'd rather have a decent, consistent hard product than some new novel product that is scarcely available and outdated product (e.g., 767-300ER) that are subject to equipment changes.
Airlines should simply pick a forward facing or angled reverse herringbone design and ruthlessly execute on consistency and maintenance. Space all the seats apart and avoid "honeymoon" configs. Ideally, every seat should have an air vent.
Forward facing design
(e.g., Thompson Aero Vantage, B/E Aerospace Apex)
Angled reverse herringbone
(e.g., Thompson AeroNOVA, Safran Versa, Safran Cirrus NG, Adient Ascent)
A great business class hard product is one where you can book without assigning a seat or accepting what's left and not feeling like you missed out.
the 359 product is a nice product but it is not class leading any more.... remember, though, that it has been in service for almost 10 years - the first suite product for a US airline.
the 763s were already planned to be retired from international service by 2028; the potential order announcement for the 787s might provide clarity but I have heard that DL wants to accelerate pulling the 763s off of international service....
the 359 product is a nice product but it is not class leading any more.... remember, though, that it has been in service for almost 10 years - the first suite product for a US airline.
the 763s were already planned to be retired from international service by 2028; the potential order announcement for the 787s might provide clarity but I have heard that DL wants to accelerate pulling the 763s off of international service. The 764 will likely make it to the 2030s but they are getting old as well.
The 339 product is better than the 767 just as a function of fuselage width.
Very few airlines have the same product on every fleet type and there is little likelihood DL is going that way.
DL will continue to have more aircraft w/ suites than any other US airline - and in the upper ranks of all airlines worldwide - for years to come.
80 suites in 10 years? Yikes!
The THAI CEO actually hinted at this in an interview a while back, as TG has also chose the VantageNOVA seat for its upcoming new 787s and 777 and A350 retrofits.
They were actually meant to unveil them in 2025 but said they had to hold back as another airline would be launching the seat first on Airbus aircraft and that they could not launch their version of the seat until this airline does. Long speculated that it would be Delta on their 35Ks.
If this is right, go ahead and brand me a terrible predictor. I was convinced that DL's plan that included unbundled D1 included widebodies with staggered winfow seats in J. The 339 and 359 have those seats, and I think I've read that the 333s (and 332s?) would get 339 seating. This would have allowed them to offer D1 where you couldn't reserve a "true" J window seat unless you paid extra or had status....
If this is right, go ahead and brand me a terrible predictor. I was convinced that DL's plan that included unbundled D1 included widebodies with staggered winfow seats in J. The 339 and 359 have those seats, and I think I've read that the 333s (and 332s?) would get 339 seating. This would have allowed them to offer D1 where you couldn't reserve a "true" J window seat unless you paid extra or had status. But if they do (reverse, of course DL ain't NZ) herringbone window seats, that upcharge opportunity disappears. And, BTW, DL. Please reinvent seat letters, so, say A represents a true window seat and B is the other on the port side. Choosing between 3A and 4B? You know automatically which row has the true window seat.
first, these pictures have been posted elsewhere on the internet so they aren't anything Jon got first hand.
Second, Ben is right that the difference in the top products from all of the seat manufacturers is less than it used to be. Still, since this product isn't even in service, it is a little premature to say that the newest Thompson product isn't a step up from other products.
and third, those that want the...
first, these pictures have been posted elsewhere on the internet so they aren't anything Jon got first hand.
Second, Ben is right that the difference in the top products from all of the seat manufacturers is less than it used to be. Still, since this product isn't even in service, it is a little premature to say that the newest Thompson product isn't a step up from other products.
and third, those that want the Safran Unity seat will probably get it on the 787 which could be announced tomorrow w/ DL's earnings. Reportedly, one aircraft is already in production which aligns w/ the rumors that DL is picking up orders from one of its partners, which I suspect is Riyadh Air - which is waiting for certification for its seats and has several aircraft ready to enter service. Their 787s have the Safran Unity product.
DL already has 80 A330NEOs and A350 with Delta One Suites and the 787 order potentially will give DL dozens more new generation widebodies with suites and allow the accelerated retirement of the 767-300ER and substantial growth to East and South Asia and the Middle East.
In contrast, AA has A COUPLE 787s with suite business class products in service and UA has even less.
UA has retired no widebodies in years so a large portion of their widebody orders will have to go for fleet replacement.
AA has 10 in service with 20 more on the way. UA has zero in service.
That is a pretty good rate of installation for AA. Keeping that up would go a long way to them turning things around.
thanks for that update.
UA has a bunch more on order and they presumably should get a bunch in 2026 with their new suite product.
But, let's be clear, DL has an 80 aircraft head start, there are 20 delayed 35Ks that will add to it, the 330CEO fleet starts getting refurbished later this year. DL will be far ahead of AA and UA for a long time to come.
If DL is ahead why are they copying AA and UA instead of sticking with what you claim is a superior product (D1 suite) adding even premium product inconsistency?
Not to be facetious, but why isn't it considered UA and AA copying Delta?
Delta is the one that already has the Suite door product, UA and AAs are the one actively catching up. Your logic is quite interesting and flawed.
Looks like Delta has to wait in line like all the other airlines and so much for TD’s Riyadh Air dream. Advantage UA.
i can't be the only one pissed that they didn't choose Safran Unity...
Looks like a nice seat though it is a bit odd to see delta copying AA and United so blatantly when *someone* promised us a brand new seat and delta one product on the A35K that would blow away AA and UA’s new seat
But… still a nice seat — just copying American and United
Lil Timmy still tickling his own taint right now regardless
Consumer preference: Unless and until this seat is on transcon . . .
Is Delta in a contest to have the most diverse collection of business class seats?
gotta meet those DEI goals somehow
They've never met J seat they didn't love and install, eventually. ;)
wow only 53 J seats on a A350-1000? and United is going to have 64 J seats on the smaller 787-9????
lol and Delta wants to be premium. hilarious. (if anyone responds using RASM and CASM and load percentages i'll ignore and block you)
Umm, ackchyually... some refer to load percentages as 'load factor'... why would anyone be worried about revenue per available seat mile or cost per available seat mile, when we should just be focused on how nice these new seats look... *wink*
But PE actually has better revenue generated per space used in the cabin. In theory a fully PE cabin would outperform a fully J cabin. Having a diversified revenue mix is more effective. The amount of people willing to buy PE far exceeds J.
I'm imagining Delta will load up a lot of PS seats.
Delta needs to unify and upgrade its on board Delta One product, badly. While the A339 and A359 are solid, if utilitarian (there's nothing plush or premium about them), the rest of the product across the 767s, A330s and the 757s that feature Delta One is at this point, closing in on 17 years of age. This is why Delta spends so much time and effort marketing itself as Premium with a lot of "on the ground" hubris to compensate for meh in the air.
Delta’s new cabin colours are charcoal and rose? Funky.
You know, it would be nice if DL would focus on refreshing their crap-ass 763s rather than adding another new product that’s scarcely available and just reinforces how bad the hard product is on their workhorses.
100%
You have a way with words!
Main (skipping Premium Select, because there isn't any) to DeltaOne using just a RUC or GUC is nice, though.
I thought that DL's plan was to move the 767s to international routes that others serve with narrowbodies. Then, as more and more are phased out, use the for longer domestic routes. The, bye bye. If that's the path, there's really little competitive reason to reconfigure. While I have no desire to fly one internationally again, I'd still opt for it if the competition used a 2-2 J on a narrowbody on that route.
Not a bad strategy, is that's where DL lands and IF they upgrade their 763s. The new narrow bodes crossing the pond had a far superior hard product...unless you are of the mindset that all single-aisle planes are inferior. DL seems to be using the 763s these days with a focus on routes where they have little or not competition and route they are trialing to see if they stick.
The 763 are just so...
Not a bad strategy, is that's where DL lands and IF they upgrade their 763s. The new narrow bodes crossing the pond had a far superior hard product...unless you are of the mindset that all single-aisle planes are inferior. DL seems to be using the 763s these days with a focus on routes where they have little or not competition and route they are trialing to see if they stick.
The 763 are just so obsolete. DL's 359s are great, but they lay bare just how long in the tooth the 763s have become.
Any herringbone seat is terrible compared to staggered, less privacy and either you face away from the window or are far away from it. Hopefully they don’t go through with this and keep the standard seat they’ve been using on the A350-900.
Okay, this is the 5th time I'm commenting this. We'll see when he'll clarify it..
Adient Aerospace was rebranded as "Elevate Aircraft Seating" last April 30. So it's "Elevate Ascent," not "Adient Ascent" anymore.
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Ben does have the tendency to ignore low key yet significant comments until it’s trending elsewhere.
Again, Eskimo, you make me smile
“Again, Eskimo, you make me smile”
He generally makes me cringe, however he nailed it with this comment.
if they weren't going to do something more revolutionary, they probably would have been better served just going with the Ascent
A350-1000
Suite doors
DeltaOne
Most Premium
Tim Dunn is having a herring boner right now.
That's what he call a hard product.
You are killing it today !!! LOL
Me thinks, this is the fake Eskimo.
Personally, I'm happier to see DL using a reverse herringbone configuration (hopefully) for their new seats. I found the staggered 359 D1 Suites less comfortable overall compared to the 789 Flagship Suites.
FFS. Why is placing the seats so far from the window becoming standard. This is so annoying for those of us who prefer to look out at the scenery.
Please do reverse herringbone for the windows.
Fair play, I was wrong when I said Thai would be the launch customer for the VantageNOVA, but I still wonder why the change of layout.
This its also the year i think that Delta will retrofit its A330-300's fleet Business Class.