Ahead of his flight home from Bali recently, a friend of mine asked Instinct, the personal AI assistant, to find a business-class upgrade for himself, his wife and their newborn. He had already given it access to a disposable card. Instinct booked the seats while the family were enjoying an afternoon swim.
Premium cabins are becoming increasingly important to airline economics. According to McKinsey, business and first-class cabins are taking a growing share of seats, passengers and revenue across Europe and North America. On some heavily travelled transatlantic routes, business class can generate almost as much revenue as the entire economy cabin while occupying far less space.
Margins can be considerably higher, too. McKinsey cites Delta, which said its premium-cabin margins were 15 percentage points higher than economy in 2024. In 2025, Delta's premium revenue increased 7% while main-cabin ticket sales fell, while United reported an 11% increase in premium revenue.
British Airways is putting significantly more space behind that demand. Its reworked Airbus A380 will carry 106 Club Suite seats across the entire upper deck, which BA says will make it the world's largest business-class cabin. The aircraft will also carry 12 First suites, 84 World Traveller Plus seats and 215 World Traveller seats.
According to IAG's 2025 annual report, London is the world's largest market for long-haul premium air travel, with around 13,400 premium seats departing each day. IAG also describes the North Atlantic as one of its key profit pools.
“This is a major milestone for British Airways and the future of our A380 fleet, marking one of the most significant transformations we’ve ever undertaken on any aircraft,” said Sean Doyle, British Airways’ chairman and chief executive.
“We've completely reimagined the customer experience, introducing new and updated seats in every cabin.”
The A380 programme is one of the largest cabin refurbishments BA has undertaken. More than 35,000 individual parts will be installed on each aircraft, with new seats and entertainment screens across all four cabins alongside redesigned galleys and stairways.
Club World gets an updated version of the airline's Club Suite, with additional storage and revised finishes. The 106 seats will be divided across four zones on the upper deck, alongside Club Kitchens and areas where passengers can leave their seats during the flight.
First receives a more substantial overhaul. BA says the cabin has been designed to evoke the feel of a modern luxury hotel, with greater privacy and centre suites that can be opened up for passengers travelling together. Each suite will also have its own minibar.
BA has partnered with Swaine on new First amenity kits containing Wildsmith skincare, while new bedding includes a mattress, cotton duvet and redesigned pillow. Dining is also changing, with a new "From the Grill" menu allowing passengers to choose from proteins including British rack of lamb and grilled salmon, together with their own sides and sauces.
The airline is introducing new stoneware and bone china, cutlery from Studio William and wine glasses developed by Richard Brendon with wine expert Jancis Robinson. BA is also updating its First Service Specialist training for cabin crew, with a greater emphasis on personalised service.
The investment continues further back in the aircraft. World Traveller Plus gets larger entertainment screens, privacy wings, new bedding and reusable amenity kits containing products from Dr.PAWPAW. World Traveller gets wider seats, larger screens and upgraded pillows and blankets.
The first refurbished A380 is expected to return to service in the coming months.
