The CEO of Qatar Airways announced that they will no longer offer first class on the new generation of long-haul flights. The airline has taken a strategic risk to counter the prestigious image that its luxurious clients have always preferred. The airline has been named the world’s best airline for 2021 and 2022, before Air New Zealand Airlines won the title for 2023.
In the airline’s business strategy, the CEO, Al Baker, says that the future of the airline is in business class, which they have renamed Q-suite. The first-class seats have been described as a hard-to-sell subclass that is designed for luxurious travelers looking for a special treat. He further states that the investment in first class does not justify the returns.
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This class features, among other luxuries, seats that are convertible to lie-flat beds, which is the main investment due to its leg space accommodations. For example, a return ticket from Dubai to Miami would cost about Kes 900,000 in business class, while it is nearly double that in first class, where the number of travelers willing to pay the amount is minimal.
The new strategy is bound to expand the business class, which offers most of the first-class amenities and has had a good return on capital due to its higher demand. In addition, the airline is set to increase its number of craft by 25 new units in 2023 amidst delays at the aircraft manufacturers, which is set to aid in its expansion of services to new and existing routes.
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