In March 2023, SWISS officially unveiled its new first and business class, which the airline is marketing as “SWISS Senses.” I want to take an updated look at these plans, as we now have a better sense of when this will be introduced, and also how long it’ll take to reconfigure existing aircraft. We’re also potentially just several months from this product being introduced.
In this post:
SWISS’ plans for new long haul premium cabins
SWISS will launch its new first and business class product as of the summer of 2025. Lufthansa Group is harmonizing its premium products across airlines. Lufthansa has named its new seating concept Allegris, and this includes new first class suites and new business class seats. SWISS will be getting exactly the same seats, except with finishes reflecting the carrier’s branding.
Below are some pictures of SWISS’ new first class product. As you’d expect, this product features closable sliding doors, a personal wardrobe, a large tray table, seat heating and cooling, a wireless charging station, and a screen display that’s as wide as the suite. Much like on Lufthansa, the center suite can accommodate two people.
Below are some pictures of SWISS’ new business class product. Much like on Lufthansa, this is designed to meet a wide range of wishes and needs. Seating options include a double seat for passengers traveling together, and some seats with sliding doors. The business class seats feature heating and cooling, as well as wireless charging stations. All seats will feature direct aisle access.
I’ve reviewed Lufthansa’s Allegris A350 business class, if you’re curious to get an idea of what the hard product is like.
Which planes will get SWISS’ new premium cabins?
For context, SWISS’ long haul fleet currently consists of the following planes:
- 12 Boeing 777-300ERs
- 14 Airbus A330-300s
- Five Airbus A340-300s
SWISS has no plans to retire its 777s or A330s, though the current plan is to start retiring A340s as of this year. Furthermore, SWISS is expected to take delivery of 10 Airbus A350-900s, which are part of the larger Lufthansa Group order.
So, what’s the plan for the new cabins being installed? They’ll be introduced starting this year:
- They’ll first be installed on A350-900s; these will be delivered between the summer of 2025 and the end of 2027
- They’ll then be installed on Airbus A330-300s; these will start to be reconfigured as of the winter 2025-2026 season, so expect the first reconfigured A330 in late 2025 or early 2026
- Lastly they’ll be installed on Boeing 777-300ERs; the timeline for that project remains to be seen, but I wouldn’t expect the first 777 to be reconfigured until late 2026, at the earliest
The plan is for all SWISS long haul aircraft to feature the new SWISS Senses cabins by 2028. Of course that remains subject to change.
SWISS has published the seat map for the reconfigured A330.
It seems like the new first and business class will be a tight squeeze on the A330, given that the cabin is materially narrower than on the A350. In particular, I imagine that double suite in the center section will be quite a tight fit. We already know there will be a bit of an issue with this product, as SWISS will have to install a 3,000-pound weight in the rear of the aircraft, to balance the weight of the heavy first class seats.
I’m also curious if SWISS might have more first class seats on its A350-900s than Lufthansa does. Lufthansa will only have one row, while I wonder if SWISS could have two. After all, SWISS’ entire long haul fleet has first class, while only a small portion of Lufthansa’s does. Clearly SWISS sees more demand for first class.
SWISS already has an excellent first class product, and in particular has a phenomenal ground experience in Zurich. I’m excited to see the airline take this to the next level.
Bottom line
SWISS plans to introduce a new first and business class product. This will be known as SWISS Senses — it’ll be the same as Lufthansa Allegris, except with SWISS branding.
The airline will install these cabins on newly delivered A350s, which will be delivered as of the summer of 2025. Then as of late 2025 or early 2026, we can expect A330s to be reconfigured, followed by 777s. The goal is for all SWISS long haul aircraft to feature the new product by 2028, though we’re talking about Lufthansa Group, so we’ll see how that goes…
What do you make of SWISS’ new premium cabin plans?
Not convinced by the Allegris seats still, but the Swiss finishes feel definitely more luxury and premium than Lufthansa's.
Still no enclosed suites or seats, cheap looking plastic finishes. This is way behind new Cathay, new Qatar, new Qantas and American, even new Iberia has sliding doors. This is subpar for a swiss airline.
Swiss has already published the layout for the A350. There will be only one row in First. https://swiss.newsmarket.com/English/press-releases/swiss-to-enlarge-premium-economy-cabin-for-its-airbus-a350s/s/25d48b37-c9f1-440e-8d34-2ac44a74d0b5
Even with a picture of the layout here
https://airlinegeeks.com/2023/09/15/three-and-a-half-first-class-seats-swiss-airbus-a350-900/#
An outright poor product. In terms of comfort about at the level other airlines were 6 years ago. In terms of environmental impact horrible, because it requires 1.5 tonnes of extra weights in the hold, while other airlines try to save weight in order to reduce unnecessary CO2 emissions (e.g. Finnair saved about 40%, while LH/LX has to add more than 1.5 tonnes ...).
I’ve flew LH Allegris J a couple of times last year and just flew QR QSuites for the first time a couple of weeks ago. Considering QR launched QSuites at about the time LH had only started talking about Allegris (which was a long time ago), I’m blown away by how QSuites is still a far superior product to Allegris. Add in the QR soft product and the LH group doesn’t stand a chance.
I...
I’ve flew LH Allegris J a couple of times last year and just flew QR QSuites for the first time a couple of weeks ago. Considering QR launched QSuites at about the time LH had only started talking about Allegris (which was a long time ago), I’m blown away by how QSuites is still a far superior product to Allegris. Add in the QR soft product and the LH group doesn’t stand a chance.
I was booked to fly LH Allegris to India next month which I cancelled and rebooked on QR.
The first class window seat seems designed to specifically fit in the front tapering section. I don't think you can install 2 rows of it. The only thing that appears suitable for a second row is the center suite as it takes up the same space as the big front business suite.
I doubt we will see more than 1 row of first class. It seems industry is committed to make first class cash...
The first class window seat seems designed to specifically fit in the front tapering section. I don't think you can install 2 rows of it. The only thing that appears suitable for a second row is the center suite as it takes up the same space as the big front business suite.
I doubt we will see more than 1 row of first class. It seems industry is committed to make first class cash positive and focus on cash customers. I'm pretty sure Swiss does not see demand for cash 1st class as much more than 3 seats per flights and figured that the demand for the lower yield first class passengers (milers and upgraders) can be more efficiently catered to by selling the 4 extra legroom business class seats. This allows them to increase profit per aircraft while keeping 100% first class on long haul flights.
Of course if Swiss 1st class capacity gets cut by more than half, one has to wonder if the magnitude of the first class facilities in Zurich will still be justified in the longer term. Another optimisation opportunity...
Raise your hand if you and your travel companion would like to pay more to sit in the first class center suite than in the two premium J seats in the middle of Row 2. Good grief, what an epic product design fail.
I will better fly staggered honeymoon seats on other airlines if i have a companion with me. Even if they call it Senses it is still the same mess widely known as Allegris.
If only Lufthansa Group would do something about the 170 pound dead weight known as Carsten Spohr.
I guess we should all be able to try the F product out once LX finishes installing 3000 pounds dead weights at the back of their A330s. No biggie, just another regular day in the hallways of the LH group.
If all the LH group airlines install basically the same thing, what's the value prop of flying Lufthansa over Swiss (assuming you need to connect regardless)?
Those awesome rubber duckies!!
It does seem like Ben spent an inordinate amount of time hyping Lufthansa F plus the Frankfurt FCT. And now he is backtracking just as intensely
I know they've been thinking about it. How to cultivate the Swissness of the brand now that all hard products will be virtually equivalent?
My guess is the answer will be the samed canned answer everyone there has been serving until now: overhyped obscure local ingredients, farm/chalet visual identity interlaced with Helvetica like dryness. Oh and let's not forget the collab with "renowned" chefs.
Switzerland does not have a traditional culture to fanciness....
I know they've been thinking about it. How to cultivate the Swissness of the brand now that all hard products will be virtually equivalent?
My guess is the answer will be the samed canned answer everyone there has been serving until now: overhyped obscure local ingredients, farm/chalet visual identity interlaced with Helvetica like dryness. Oh and let's not forget the collab with "renowned" chefs.
Switzerland does not have a traditional culture to fanciness. It used to be a poor rugged country getting by on little. National culinary pride is basically potatoes, cheese and cured meats, neither can individually hold a candle to neighbour countries' executions (potatoes are better mastered in France, cured meats in Italy and cheese in both France and Italy).
I must say I'm always impressed by the value they manage to extract of such a poor cultural base. But that's probably more a testament to the disposable income the trapped clientele has rather than the quality of the offer ...
@Lucky, where should an F passenger stow his
carry on luggage? I don’t see overhead bins in F.
Probably like today's F - individual lockers
in the ottoman
I wonder what their first A350 routes will be in winter 25/26. I assume they will replace current A340 routes with the A350 so likely they will use it for a) Shanghai b) Seoul or c) Johannesburg. My money is on Johannesburg since winter season is high season for Europe -> South Africa travel and Johannesburg is a premium heavy route
Any thoughts on what a 777 configuration would look like?
Having just flown Swiss Business to ZRH and back across the Atlantic on the A330, I can tell you these cabin refreshes are badly needed. The LX A330 premium product is dated, looks old (it's comfortable, but to a point). The catering also needs a complete overhaul. Really bad food.
Agreed. So is the 777 product - the seats in business are very tired indeed. No complains about First however ;-).
This will be excellent. Well done LHG!
Except the fact that those should've been flying years before 2025.
Well done LHG spending ridiculous money to gain a five-star rating from ScamTrax!