First look: Starlux’s exclusive new first class cabin, now flying to the US

In recent years, many major international airlines have phased out their first-class products.

As business class becomes nicer and more spacious, there will be less reason to invest in first class. This is especially true on routes without lucrative corporate contracts or strong high-end entertainment needs.

However, Starlux Airlines — a new luxury airline based in Taiwan – is bucking that trend.

The airline has just become Taiwan’s first airline to offer first-class products on long-haul routes on its aircraft. brand new Airbus A350-900 jets.

Starlux has flown to 16 popular destinations across Asia from central Taipei. As of April 26, the airline added trans-Pacific service to Los Angeles.

The airline plans to expand to San Francisco later this year, and as Starlux takes delivery of more A350 aircraft, it is expected to announce more destinations in the United States.

Starlux’s A350s only have a row of four first-class suites and a cabin that’s much more unique than you might think. Here’s why.

First class product

When you picture international first class, you probably think of a luxurious private cabin at the back of the plane, away from the residential areas in the back.

While Starlux’s first-class offer actually takes the top row, it’s not nearly as exclusive as some The world’s top first class cabin.

Starlux suites are built directly into the business class compartment without any privacy curtains or kitchen walls to separate the two compartments. The first-class suites have privacy baffles that are 10 inches taller than the one in the biz, as well as higher sliding doors for more personal space, but that’s not ideal.

Once in first class, you will hardly notice any business class passengers behind you. However, if there is a crying baby or some other loud noise in the cabin, you will definitely hear it.

Aside from the somewhat compromised privacy, the state of the toilets for first-class passengers is not good.

There is one bathroom in front of the first class and two bathrooms behind the deluxe cabin. There are no signs prohibiting business class passengers from using the toilet ahead, so you may have to wait to do your job.

Starlux First Class is not as private as those offered by Emirates or Air France because the airline has essentially taken a “Premium Enterprise Class” products and market it as first class.

As airlines have introduced new and retrofitted premium cabins in recent years, some noticed that they could sell a larger, more spacious front row baffle to pay extra fee.

So far, we’ve seen most major airlines market this service as “business class plus”. Starlux is doing something completely different by branding as first-class (and charging you significantly more, too).

As for the seats themselves, they are extremely comfortable and include a host of additional bells and whistles, including larger legroom, larger tray tables, more storage space, and a 4K 32 entertainment screen. inches.

Plus, each suite comes with a minibar and in-flight service, food services and amenities that are better than what you’ll find in business class.

While the product is certainly an upgrade over the “regular” biz chair, it is not worth the premium that Starlux is charging.

First class price

When airlines enter a market, they often undercut the value of incumbents to increase brand awareness and drive sales.

However, Starlux is in a league of its own with introductory pricing. Business class seats cost “only” $5,500 for a round trip from Los Angeles to Taipei; First class costs a whopping $18,000.

Maybe I’m naive, but charging three times more for a product that’s only marginally better than business class seems ridiculous.

The market seems to agree with my conclusion. According to data from ExpertFlyer (owned by TPG’s parent company, Red Ventures), the airline sold just four first-class suites in the whole month of May for departures from Los Angeles to Taipei.

You might think that Starlux will discount these suites upon check-in, but alas, you’d be wrong.

Starlux wants a crazy $3,000 to move from business to first place at the check-in counter. (There are no flyers claiming Starlux with this offer, so first class is full.)

For now, Starlux is sticking to its super-exclusive first-class seat.

In spite of redeem mileage with Alaska Airlines Starting later this summer, the airline will no longer allow travelers to book first class tickets.

Of course, it’s possible that this whole strategy will change, but for now, the Starlux’s first-class pricing model is one of the only ones in the sky.

bottom line

Starlux Airlines is Taiwan’s newest airline, and it’s done things differently.

With the ambition to become as luxurious as Emirates Airlines, Starlux has just become the first airline in Taiwan to offer true first-class, long-haul products.

However, the seats largely resemble a luxury business class cabin rather than a first-class, first-class suite. Plus, with a pricing strategy that seems absurd, it’s no surprise that the airline has struggled to sell the cabin.

Whether or not Starlux’s first-class pricing strategy will change is anyone’s guess, but until then, Starlux may only offer the world’s most unique first-class product.

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