While the introduction of low-cost carriers to the global travel experience has enabled virtually everyone to see the world regardless of their budgets, it is interesting to note that a number of major global airlines are bringing back their first and business class options for travellers seeking a more refined, elegant, and relaxing inflight experience.
Indeed, as travel deals website Going noted in its State of Travel & Flight Deals report for 2026:
“The industry is experiencing a full-on K-shaped divergence, where the upper arm of the 'K' (premium cabins, brand-loyal flyers, and luxury-leaning travelers) is soaring, while the lower arm (full of cheap-flight-loving travelers) is dragging.”
Anyone who has flown aboard a low-cost carrier knows that it isn’t exactly the most comfortable, let alone the most pleasant experience: unless you’re short of stature, legroom can be a problem; there are limits to how much you can carry aboard either in-cabin or as checked-in baggage; and options for entertainment and dining tend to be scanty.
Sure you could pay extra to check in bigger pieces of luggage, get a more comfortable seat, and even get a meal on board; but booking with a full-service airline means that all you need to do is mosey on to the check-in counter, head on your way, and relax for the rest of the flight.
As leisure travel numbers are up as of September 2025, five percent globally and eight percent up in the Asia-Pacific, a greater number of travellers are switching back to full-service carriers and, consequently, spending a little more to enjoy better perks on their flights.
It’s a matter of global economics
The global trade war triggered by US President Donald Trump’s push for tariffs is seen as one of the key reasons for the shift from LCC to full-service carriers and, consequently, the growing demand for premium flight options.
A Reuters report dated 8th May 2025 stated that it was LCCs that took the hardest hit in the ensuing travel slump, and their loss proved a gain for their full-service counterparts.
Indeed, this resulted in a surge in demand for premium travel and likewise showcased the growing value of customer loyalty programmes which enabled passengers to cash in their points for inflight upgrades.
And upgrades from economy to premium economy, business, and even first class open doors to a new world of indulgent travel for customers thanks to lounge access which gives them the opportunity to while away the time before a flight in comfort and style.
Indeed, it is safe to say that, with passengers seeking more full-service options, airlines are responding with enhanced lounges and amenities, shifting the mindset from budget-centric to full-on premium and a willingness to spend a little more.
The signs are there
Per global experts, the ongoing trend for premium aviation has manifested through the following indicators:
- Greater demand for premium experiences Throughout the past year, airlines noted how premium cabin traffic have returned to pre-pandemic levels, after a slow start in 2023. Likewise, in several key metrics, premium bookings and services outperformed economy throughout much of 2024;
- The reemergence of the leisure travellers To cater to a significant increase in the number of leisure travellers the world over, many full-service airlines opted to offer lower fares for premium classes as a way of giving travellers more than a gratuitous taste of the high life. The increase of business travellers spending significantly more between 2023 and 2025 also fuelled the rebound;
- Asia continues to lead the way The majority of premium bookings among full-service carriers was noted to come from within the Asia-Pacific, particularly from China, Japan, and South Korea; and
- Considerable airline investment and aircraft utilisation The increased demand among leisure travellers prompted numerous airlines to invest in premium check-in services, improved seat options, as well as better lounge facilities and services. Investments also drove the reintroduction of larger aircraft like the Airbus A380 for premium-centric routes whose passengers call for more spacious cabins.
While we cannot say at this point how long this trend will run, one thing is certainly clear: passengers definitely want a better, more comfortable, and more sophisticated way to fly.
