SWISSAIR has upgraded its first-class product after admitting a loss of long-haul passengers to British Airways and Lufthansa.
Vice-president brand management Bernard Ecklin said designing and installing the new product will cost £40m.
“The lack of an upgraded product with beds was damaging our reputation,” he added.
The product offers personal service from staff, including meals with up to eight courses, individual video screens and a 66cm by 76cm table so passengers can work or dine together. Beds slide out from the seats
An MD-11 aircraft was first to be fitted with the new cabin and the remaining 15 will be refitted by the middle of June. Work on Airbus A330s starts this month. All the cabins have 12 seats, down from 18 in the existing first-class.
“Space is key to our design,” said Ecklin. He added Swissair had decided against upgrading first class until there was proof that it was worthwhile. In the end, we had no choice but to make the change, but we do believe there is demand for the product,” he said. “We expect the increase in the number of full-fare passengers and yield as a result of the upgrade to pay back the investment within two-and-a-half years.”