Airlines roll out new premium concepts sure to please business and leisure travelers.

The money is at the front. First- and business-class seats account for around 12 percent of passengers on international airlines but up to 75 percent of profits. Competition proves fierce, and before COVID-19 airlines engaged in a race to introduce ever more luxurious products. Then came the great global shock that temporarily stopped international air travel. When it resumed, demand changed. Business travelers, who had been a dependable revenue stream for airlines, opted to conduct business by Zoom, flying less. Yet demand for premium travel surged, in part due to vacationers upgrading their flights but also due to an increase in bleisure travel — business travelers combining business with leisure, often with their families.

It has taken time for airlines to respond to the changing market. Etihad Airways’ flagship double-deck Airbus A380s sat in long-term storage in Spain. Four of the 10 aircraft returned to service in June 2023, initially on the London–Abu Dhabi route. That marked the return to the air of the celebrated The Residence suite, with living room (sofa made from the same soft leather used in Ferraris), double bedroom and en suite shower. The rest of Etihad’s A380 first-class cabin is divided into nine apartments, self-enclosed spaces that can convert into bedrooms.

In 2022 Etihad introduced Business Studio on its Airbus A350-1000 fleet, featuring fully reclining seats, huge 4-K TV screens and multiple options for connectivity and storage. In 2023 the product rolls out on the airline’s 39 Boeing 787 Dreamliners.