Starlux Airlines Expanding Seattle Flights: Competition Galore!

Starlux Airlines Expanding Seattle Flights: Competition Galore!

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Several weeks ago, Taiwan-based Starlux Airlines launched service to its third destination in the United States. While this service is initially being operated 3x weekly, it will soon be expanded to daily. Let’s take a look at the details, plus the bigger picture competitive landscape, which is pretty remarkable.

Starlux Airlines’ flights from Taipei to Seattle

For some background, as of August 16, 2024, Starlux Airlines started flying between Taipei (TPE) and Seattle (SEA). The flight operates with the following schedule:

JX32 Taipei to Seattle departing 8:00PM arriving 4:15PM
JX31 Seattle to Taipei departing 2:10AM arriving 5:10AM (+1 day)

The 6,075-mile flight currently operates 3x weekly. The eastbound flight is blocked at 11hr15min and operates on Sundays, Wednesdays, and Fridays, while the westbound flight is blocked at 12hr and operates on Mondays, Thursdays, and Saturdays.

However, as reported by AeroRoutes, Starlux will soon be expanding service in this market. As of March 1, 2025, Starlux will operate daily flights to Seattle, more than doubling the current capacity.

Starlux uses an Airbus A350-900 for all of its routes to the United States. The airline first started flying to Los Angeles (LAX) as of April 2023, and then started flying to San Francisco (SFO) as of December 2023. Starlux’s A350-900s feature 306 seats, spread across four cabins, including:

  • Four first class seats
  • 26 business class seats
  • 36 premium economy seats
  • 240 economy class seats

Starlux is the only airline in Taiwan to offer first class. A350s feature four first class seats, in a 1-2-1 configuration. First class suites feature 60-inch doors and privacy partitions, 32-inch 4K screens with bluetooth audio, zero-gravity seat settings, and personal wardrobes for storing luggage.

Starlux Airlines first class Airbus A350-900

Starlux A350s feature 26 business class seats, in a 1-2-1 configuration. Business class seats feature 48-inch doors and privacy partitions, 24-inch 4K screens with bluetooth audio, and zero-gravity seat settings.

Starlux Airlines business class Airbus A350-900

Starlux A350s feature 36 premium economy seats, in a 2-4-2 configuration. Premium economy seats feature leg rests and footrest bars, and 15.6-inch 4K screens with bluetooth audio.

Starlux Airlines premium economy Airbus A350-900

Starlux A350s feature 240 economy seats, in a 3-3-3 configuration. Economy seats feature 13-inch 4K screens with bluetooth audio.

Starlux Airlines economy Airbus A350-900

I’ve reviewed Starlux Airlines’ A350 business class, which is a very good product, among my favorite business class experiences out there.

Starlux is an Alaska Mileage Plan partner, so it’s possible to redeem Mileage Plan miles for travel on Starlux. However, note that saver level business class award availability is virtually non-existent, so you’ll typically be paying at least 175,000 miles one-way.

Seattle to Taipei is a mighty competitive market

Taiwan is an incredibly competitive aviation market, with three top notch airlines. In addition to Starlux Airlines, you also have China Airlines and EVA Air. What’s kind of unbelievable is the level of competition we’re seeing between Seattle and Taipei, and in particular, how much more competitive it has become in recent times:

It’s pretty wild that over the course of two months, we saw a market go from having one airline to having four airlines. Ultimately consumers are the winners here. I mean, just look at how cheap pricing is between the airports, as Delta has economy fares of under $400 one-way… for a 14-hour flight!

Consumers are winning with this level of competition

While Starlux has a great product, the airline also has some disadvantages. Starlux’s route network is much smaller than those of competitors, Starlux isn’t part of one of the global alliances (yet), and Starlux also doesn’t have terribly competitive pricing. At least Starlux has a partnership with Alaska Airlines, so the airline has connectivity in the Pacific Northwest.

Starlux has a smaller network than other carriers

Bottom line

In August 2024, Starlux Airlines launched a route between Taipei and Seattle. While the service is currently operating 3x weekly, as of March 2025 it will be increased to daily. This is such a competitive market, when you consider that it was historically only served by EVA Air, and within a couple of months we saw three airlines add service as well.

I’m very curious to see how this evolves, and which airline is first to cut (or at least scale back) service. Not that it means anything, but I find it interesting how Delta consistently has the cheapest economy pricing, while also having the highest cost structure.

What do you make of Starlux Airlines’ Seattle flights, plus the overall competition in the market?

Conversations (57)
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  1. Bill n DC Diamond

    Well I want to try StarLux to see if touted services warranted but was in at 255,000 AS with First DCA SFO then Biz to SIN
    With daily SEA open, I snagged flts for 85.000 AS miles but with DCA SEA in seat 6D (oh the inhumanity )
    So coach then Biz Then SQ Suites to FRA then LH to SFO to really enjoy the seat1K Queen of the Skies. Home on AS First using AS miles. Love my Bank of America AS churning. Safe travels!

  2. Tim Guest

    Those Starlux departure/ arrival times SEA-TPE are awful. Who wants to leave at 0210 and arrive 0510? If you're visiting, its going to be a long day (after a long night) until your hotel is available. Would love to try them the reverse someday, but I'm coming home next month from HND (DL both ways).

    1 more reply
  3. Timtamtrak Diamond

    Interesting to see the CI block times are almost an hour longer than Starlux’ despite also using an A350, and DL’s still almost an hour longer than that with the lower cruise speed of the A330. A 12-hour block time is extremely optimistic. Looks like they’ve adjusted it up to 12h25m in the spring schedule.

    2 more replies
  4. BjornFree Guest

    Last year I flew on an Alaska Air ticket from SEA to LAX to TPE via Starlux in Business Class. The hard product is very nice. The food and service were nice also but seemed forced and awkward at times. On the way home to SEA I flew business class on Delta from Seoul. The hard product wasn't as nice but the service was so much smoother and more comfortable. My two cents: Delta was better.

  5. starwalker Member

    hope that delta could start working with its skyteam partner china airlines, maybe the result could be better, as they are the only alliance with two airlines running this route.

    7 more replies
  6. yoloswag420 Guest

    Forgot to also mention, Starlux is increasing to 10x weekly service at LAX as well. @Ben, might be notable to call that out.

  7. ORD_Is_My_Second_Home Diamond

    There's no choice. It's EVA or nothing. It's Star, so I'll go far.

    1. BrianYayo Guest

      Blind brand loyalty such as this is so bizarre.

  8. yoloswag420 Guest

    From the August data, the poorest performer on this market right now is Delta, but not yet at the point of folding. Latest LFs showed they are at low 80%s. CI and JX are basically at the same with almost 88%, BR is maintaining its 90%+. Since Alaska is codesharing/interlining with all 3 Taiwanese airlines, I suspect they are being propped up by Alaska's dominant market position in SEA.

    SFO has seen a 10% decrease...

    From the August data, the poorest performer on this market right now is Delta, but not yet at the point of folding. Latest LFs showed they are at low 80%s. CI and JX are basically at the same with almost 88%, BR is maintaining its 90%+. Since Alaska is codesharing/interlining with all 3 Taiwanese airlines, I suspect they are being propped up by Alaska's dominant market position in SEA.

    SFO has seen a 10% decrease in traffic across the past 2 months, down to only 81%. Delta's daytime route is likely causing some attrition to BR/UA's daytime routes.

    UA is reducing capacity this winter, so we may not see a return to double daily from them in SFO, so what remains to see is when CI and JX increase to daily service what happens.

    Ultimately, TPE capacity needs to be looked at holistically from the West Coast market and not individual airports. There is a ton of capacity between LAX/SFO/SEA/YVR. All with multiple daily flights across carriers.

    1. Jeremy Guest

      I agree and assume SFO will likely lose either one UA or EVA daily frequency (or both). At the same time, it is peak season for Taiwan. Operating at the low 80's LFs is a troubling sign for the months to come.

      Reading between the lines, Delta SkyMiles is not a generous program, but there is wide open Delta One saver seat availability between SEA - TPE in October, November (blacks out between Thanksgiving -...

      I agree and assume SFO will likely lose either one UA or EVA daily frequency (or both). At the same time, it is peak season for Taiwan. Operating at the low 80's LFs is a troubling sign for the months to come.

      Reading between the lines, Delta SkyMiles is not a generous program, but there is wide open Delta One saver seat availability between SEA - TPE in October, November (blacks out between Thanksgiving - Christmas), and post New Years until the end of February. There is economy saver seat availability almost daily outside of Thanksgiving - Christmas until May 15th. Given dynamic pricing and the cash pricing Ben refers to, this suggests loads are much lower for both business and economy in the off-peak at almost certainly unprofitable levels.

  9. Creditcrunch Diamond

    Not sure if the policy still applies but foreign registered aircraft could not fly direct to Taiwan including flights using Chinese airspace, from the UK China Airlines is the only carrier that flys direct to TPE. I think a lot of traffic via the US is originating from the EU which contributes to a stable PAX feed.

    3 more replies
  10. Portlanjuanero Gold

    Money is on delta blinking first. I think there should be more focus on demand for TPE than SEA. Delta is using their unique schedule bc of US feed but that assumes 1) TPE as a final destination which is extremely limiting since they aren't coordinated with partner flights banks and 2) doesn't acknowledge that feed can be transfered to other major gateways. If Delta wants to stay in this game, they need to coordinate...

    Money is on delta blinking first. I think there should be more focus on demand for TPE than SEA. Delta is using their unique schedule bc of US feed but that assumes 1) TPE as a final destination which is extremely limiting since they aren't coordinated with partner flights banks and 2) doesn't acknowledge that feed can be transfered to other major gateways. If Delta wants to stay in this game, they need to coordinate better with China Airlines. I'm not a big fan of China Airlines but their network in E and SE Asia is quite admirable.

  11. stogieguy7 Diamond

    Seattle's strength (vs other potential gateways to Taiwan) is it's location in the NW corner of the lower 48, making it a reasonable connection point. Combine that with it being the main hub of AS and you do have some feed. It's a business center with some tech that would generate business on such a route. So there's that. Is it enough to feed 4 airlines enough revenue to make this work? I tend to...

    Seattle's strength (vs other potential gateways to Taiwan) is it's location in the NW corner of the lower 48, making it a reasonable connection point. Combine that with it being the main hub of AS and you do have some feed. It's a business center with some tech that would generate business on such a route. So there's that. Is it enough to feed 4 airlines enough revenue to make this work? I tend to doubt it. Starlux will get feed from AS which will be key. DL will get similar feed from it's own network via SEA. So, people connecting from the interior west or parts of the midwest may find a connection at SEA to work in this case. It would be quicker and more direct than flying via SFO or LAX (which will rely on the large local demand in each market).

    Personally, I think 4 is too many airlines serving this route. China Airlines would seem to be the likely first one to blink, though pride may prevent this. It will be interesting to watch, that's for sure.

  12. Adam Guest

    I wonder if they ever will expand to Europe...

    1. starwalker Member

      they did talk about a Europe plan in their pre-listing meeting, if I remember correctly it should be no earlier than 2026.

  13. derek Guest

    Just guessing... China Airlines will drop out. It's only hope is if Delta drops out instead.

    Starlux could blink and change its schedule but probably won't (TPE-SEA late afternoon arrive early afternoon; SEA-TPE mid afternoon arrive early evening). Delta currently has a different schedule than the others due to its feed is to and from the US, not beyond Taiwan.

    1 more reply
  14. TIM DUNN Guest

    Not sure why anyone would fly Starlux or Eva when they can taken THE WORLD'S MOST PREMIUM AIRLINE

  15. Tim Dunn Diamond

    Taiwan is clearly a strong market but there is likely overcapacity at some times of the year. The same 3 Taiwanese airlines plus a US airline fly from SFO while the same 3 also flying from LAX.

    5 more replies
  16. quorumcall Diamond

    Wow an expansion was not what I expected. And Ben's points about Delta are right. Wouldn't be surprised to find out this route isn't working out all that well for them if one way Y is sub $400 with their higher US-based cost structure. Makes sense though: there are a lot of very good options (JX, BR, CI) that I would take before DL, and at least one of them is likely to be available...

    Wow an expansion was not what I expected. And Ben's points about Delta are right. Wouldn't be surprised to find out this route isn't working out all that well for them if one way Y is sub $400 with their higher US-based cost structure. Makes sense though: there are a lot of very good options (JX, BR, CI) that I would take before DL, and at least one of them is likely to be available at a good price at any given time so there's basically no chance I'd be on DL SEA-TPE

  17. Jeremy Guest

    Some load factor data from the Port of Seattle on this route:

    Eva (only carrier):
    - Jan: 88.7%
    - Feb: 86.9%
    - Mar: 97.2%
    - Apr: 96.5%
    - May: 96.9%

    Delta enters the market in June - that month:
    - Eva: 97.8%; Delta: 88.9%

    China Airlines then enters the market in July - that month:
    - Eva: 92.4%; China Airlines: 88.5%; Delta: 83.8%

    Starlux then enters the market...

    Some load factor data from the Port of Seattle on this route:

    Eva (only carrier):
    - Jan: 88.7%
    - Feb: 86.9%
    - Mar: 97.2%
    - Apr: 96.5%
    - May: 96.9%

    Delta enters the market in June - that month:
    - Eva: 97.8%; Delta: 88.9%

    China Airlines then enters the market in July - that month:
    - Eva: 92.4%; China Airlines: 88.5%; Delta: 83.8%

    Starlux then enters the market in August - last month:
    - Eva: 93.0%; China Airlines: 87.8%; Starlux: 87.7%; Delta: 82.2%

    Couple takeaways:

    - SEA-TPE LFs are historically highest from March - Sept (makes sense why Starlux goes daily next March). Eva’s LFs have dropped ~3-4% after China Airlines and Starlux entered the market (no drop w/ Delta)

    - Surprisingly, Delta has the lowest LFs. Break-even is generally ~80% for a US carrier - w/ seasonality it is very likely Delta will fall below that threshold from Oct - Feb given they're at ~83% in August. Delta's concern should be is they're marginally above in peak season w/ Starlux just entering (and likely unprofitable for half the year) and planning to expand capacity, this route will likely not be profitable

    11 more replies
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Jeremy Guest

Some load factor data from the Port of Seattle on this route: Eva (only carrier): - Jan: 88.7% - Feb: 86.9% - Mar: 97.2% - Apr: 96.5% - May: 96.9% Delta enters the market in June - that month: - Eva: 97.8%; Delta: 88.9% China Airlines then enters the market in July - that month: - Eva: 92.4%; China Airlines: 88.5%; Delta: 83.8% Starlux then enters the market in August - last month: - Eva: 93.0%; China Airlines: 87.8%; Starlux: 87.7%; Delta: 82.2% Couple takeaways: - SEA-TPE LFs are historically highest from March - Sept (makes sense why Starlux goes daily next March). Eva’s LFs have dropped ~3-4% after China Airlines and Starlux entered the market (no drop w/ Delta) - Surprisingly, Delta has the lowest LFs. Break-even is generally ~80% for a US carrier - w/ seasonality it is very likely Delta will fall below that threshold from Oct - Feb given they're at ~83% in August. Delta's concern should be is they're marginally above in peak season w/ Starlux just entering (and likely unprofitable for half the year) and planning to expand capacity, this route will likely not be profitable

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MaxPower Diamond

It's funny how you love to comment that Delta is actively planning to be anti-competitive in their future plans for the JV

2
MaxPower Diamond

There are a couple deeply insecure people in the comment section obsessed with an airline. ;)

2
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