John Walton

The focus was once on complete commonality across fleets. Now, more airlines seem willing to add cost and complexity to squeeze in more business class seats.

First class isn’t dead — it’s just evolving. As airlines chase high-margin passengers, luxe cabins are back, but often rebranded or reimagined as ‘business plus’ instead.

The integration gap between seats and screens is finally being closed, but airlines risk commoditizing their premium market with cookie-cutter seats.

So long, farewell and auf wieder-beige to samey neutrals, with big bold statement accents on their way to cheer us all up in the cabin.

The shape of seating for 2030 is now set, but what airlines, designers and seatmakers do within those shapes will make or break their market position.