Caviar, Champagne and Porsche: Aviation industry shifts toward luxury travel

A sleek black Porsche Cayenne glides across the tarmac at Charles de Gaulle airport in Paris as it delivers some of the elite passengers many airlines are seeking to court to an Air France Boeing 777 jet.

The sharpened focus on the world's wealthiest is an industry reaction to a surge in fuel prices that has squeezed margins and fare increases that have deterred the more cost-conscious economy passengers.

Air France, which says its "La Première", or first class, fares rank among the industry's most expensive, is seeking to stand apart by spending €1 billion ($1 billion) on upgrading its services.

Apart from the private car to the plane, Première class customers also get  their own entrance at the airport, discrete security  checks, a lounge with a spa and caviar and champagne while they wait.

On board, they can spend their flight in a private suite, wearing designer pyjamas and eating food designed by Michelin star chefs.

Apart from the €1 billion investment in lounges, cabins and improved WiFi, he said Air France was spending another €1 billion a year as part on its annual fleet renewal costs.

The widening gap between the experience of elite airline passengers and those crammed into economy reflects society as a whole.

The surge in fuel costs, linked to the US-Israeli  war with Iran, and an attendant rise in inflation has helped to spark social unrest over the cost of living in some countries, including France. It coincides with a AI-led surge in stock markets and the creation of a new super-rich class.

Industry body the International Air Transport Association in a report in June found that overall growth in travel was slowing, with passenger traffic, across all classes, expected to increase by only 2.1% this year, compared with 5.3% last year.

Air France does not break out separate figures for its highest class, but said the combined first and business class sector grew by 28.1% in 2025 and 26.9% in 2024, while economy revenues stagnated.

Its first-class flights start at just below $14,000 for a Paris-New York return ticket, which the company claims offers a unique experience.

Even if other airlines might disagree, the Skytrax World Airline Awards, one of the best-known airline rankings, this year named Air France the world's best class airline.

The amount of space and resources allotted to each first-class passenger mean first-class flights have a heavy carbon footprint, although less than a private jet.

Air France says its services can also be preferable for showbiz stars and other VIP travellers because they provide anonymity whereas private jets, which owners have to register, can be tracked on aviation surveillance websites.

Other airlines are also seeking to increase their luxury appeal.

In Asia, Air India has rolled out new cabins on some international routes, while IAG-owned British Airways earlier this month said it was revamping its A380 fleet to reduce the overall number of seats and increase the focus on premium customers.

In the US, traditionally low-fare airlines such as Southwest, Frontier, JetBlue and Allegiant are moving upmarket.

Delta Air Lines has also said it is targeting the upper end of what is known as a "K-shaped economy", in which sections of the population are becoming richer and others - the downward arm of the K - are becoming poorer.

Air France's Executive Vice President Customer Fabien Pelous acknowledged that even some of the rich could start to worry more about cost as the war in Iran, which began at the end of February, continues to drive energy prices, but he said the company would not change its luxury strategy.

The price of jet fuel, which accounts for 30% to 40% of airlines' expenses, has more than doubled since the start of the year.