Air France is stepping up its focus on premium travel — from champagne and caviar to the new La Première private suites. This strategy, which has required significant investment, is already paying off: despite a sharp rise in jet fuel prices and disruptions to air services caused by the war in Iran, which has lasted for almost seven months, the airline’s revenue from premium, business and first-class travel continues to grow.
- Air France is actively investing in its business class and its most luxurious cabin, La Première.
- Revenue from first-class and other premium travel increased by 11%.
- Demand remains high even after the price of tickets has risen.
- The strategy helps the carrier offset high fuel prices and the consequences of the war in Iran.
- In 2026, La Première was named the world’s best first-class cabin by Skytrax.
Air France is capitalising on the demand for luxury
Whilst airlines in various countries are reviewing their timetables, cutting back on some flights and trying to offset the sharp rise in fuel costs, Air France continues to invest in the most expensive categories of service.
Chief Executive of Air France-KLM Ben Smith said that Bookings and revenue in Premium Economy, Business Class and First Class have continued to grow this year, despite the fare increases. According to the company, revenue from first-class and premium travel increased by approximately 11%.
The focus is on customers for whom flying is not just a way of getting from one city to another, but part of a luxury holiday.
Air France capitalises on Paris’s reputation as a global hub for fashion, gastronomy and luxury tourism. According to Smith, it is precisely this concentration of renowned brands, restaurants and hotels that makes the French capital a unique market for premium aviation.
Caviar, champagne and luxury akin to a private jet
One of the key elements of the strategy was the updated La Première — Air France’s top class.
The airline unveiled its new first-class suites in 2025. They are fitted to the Boeing 777-300ER and are designed to offer significantly more privacy: passengers are provided with a private area featuring a reclining seat and a full-size bed, which can be screened off from the cabin by curtains.
Air France has also made gastronomy one of the key elements of its product offering. Its premium services feature high-end French produce, champagne and caviar, whilst renowned chefs and luxury brands are involved in developing the menus and service.
18 September at the World Airline Awards 2026 in London Air France has won the Skytrax award for the world’s best first class for the first time. The company also won in the categories of first-class lounge catering and passenger comfort kits.
Millionaires are switching from private jets
Air France has spotted another interesting trend: some passengers who previously travelled by private jet are now opting for first-class scheduled flights.
According to Ben Smith, one of the reasons is the growing focus on emissions from private aviation. Affluent customers can enjoy a high level of privacy in La Première, but without the same social and environmental pressures that come with flying in private jets.
High-spending passengers from the US remain particularly important to Air France. The airline’s European competitors — the IAG and Lufthansa groups — have also been upgrading their most luxurious cabins in recent years in response to growing demand for premium travel.
The war in Iran has caused a sharp rise in airlines’ costs
The luxury segment has also become important for Air France due to the situation in the global aviation market. A period of almost seven months war in Iran has led to rising energy prices, more expensive aviation fuel and route changes. Some airlines are already cutting back on their planned capacity or cancelling less profitable flights.
Air France has also raised its prices to offset fuel costs. However, according to the company’s chief executive, its wealthiest customers have not yet shown any significant drop in demand due to the higher ticket prices.
At the same time, the company is restructuring its route network in response to the situation in the Middle East. In its 2026 summer timetable, Air France maintained restrictions on flights to a number of cities in the region and increased capacity on Asian routes.
Paris is becoming an integral part of the Air France product itself
Air France is in fact selling not just a seat on a plane, but the image of French luxury. Paris’s popularity amongst affluent American tourists, French cuisine, fashion, hotels and even the global impact of the TV series Emily in Paris help the carrier to position premium flights as part of the travel experience.
The new La Première is gradually being rolled out on more routes. In 2026, Air France expanded its presence, notably on flights to San Francisco, Boston, Atlanta and Houston, and plans to convert its entire La Première fleet to the new cabins by the end of the year.
Against the backdrop of high fuel prices, the strategy seems straightforward: Flying is more expensive, but the product sold to passengers is considerably more expensive. And so far, Air France’s figures suggest that demand for this type of service remains strong.
