Just under US$14,000. That is the starting price of a Paris–New York return in La Première, and Air France is betting enough travelers will keep paying it to justify a €1 billion upgrade of its first-class product.
The program runs over five years and pays for new lounges, cabins and faster onboard WiFi, Fabien Pelous, Air France’s executive vice president for customers, told Reuters. Separately, the airline puts about €1 billion a year into new aircraft.
€1 Billion
Over Five Years
~US$14,000
Paris–New York Return, From
+28.1%
First & Business Revenue, 2025
World’s Best
First Class, Skytrax 2026
“We really wanted to move upmarket.”
Fabien Pelous, Air France executive vice president for customers, speaking to Reuters on board the aircraft. The goal, he said, was to “create the space like in a private jet.”
From the Curb to the Cabin
The La Première trip starts well before the aircraft door. At Paris Charles de Gaulle, passengers come in through their own entrance, check in privately and go through discreet, separate security.
The Lounge
Waiting time is spent in a lounge in Terminal 2E, with caviar, Champagne, menus by chef Alain Ducasse and a Sisley spa. When it’s time to board, the Porsche Cayenne takes over.
On Board
The newest cabin, on selected Boeing 777-300ERs, has just four private suites. Each has a chaise longue that becomes a two-meter flat bed. Passengers change into designer pajamas and eat from menus created by Michelin-starred chefs.
None of it is cheap. A Paris–New York return in La Première starts at just under US$14,000, and Air France says its first-class fares rank among the most expensive in the industry. Chief executive Ben Smith told Reuters the airline had invested heavily “both on the ground and in the air,” calling the cabin “unmatched.” Skytrax agreed, at least this year, naming Air France the world’s best first-class airline.
Why Now?
Fuel is a big part of the answer. It accounts for 30% to 40% of an airline’s costs, and Reuters reported that jet fuel prices have more than doubled since January, a rise it linked to the U.S.-Israeli war with Iran that started in late February. Airlines have passed some of that on through higher fares, and price-sensitive economy passengers are flying less.
Overall demand is cooling. In June, the International Air Transport Association forecast passenger traffic growth of just 2.1% this year, down from 5.3% last year. At the front of the plane, the picture is different:
| Air France Revenue | 2024 | 2025 |
|---|---|---|
| First and business class combined | +26.9% | +28.1% |
| Economy | Stagnant | |
Air France does not publish separate figures for La Première.
A Bet That’s Hard to Undo
Airlines are giving up seats to make room for premium cabins, aviation analyst John Strickland said, and that market has grown substantially. The risk is that wealthy travelers stop spending.
“If you invest that much and you cut capacity and things do go sour, you can’t undo it,” he said.
An Unexpected Selling Point: Anonymity
Air France makes a point few would expect: first class can be more private than a private jet. Business jets are registered and show up on public tracking sites. A passenger in seat 1A of a scheduled flight doesn’t, and the airline says that appeals to celebrities. Per passenger, the cabin’s carbon footprint is high, though below a private jet’s.
Other Airlines Moving Upmarket
- British Airways is reworking its Airbus A380s with fewer seats overall and more space for premium passengers.
- Air India has introduced new cabins on some international routes.
- Southwest, Frontier, JetBlue and Allegiant, all traditionally low-fare U.S. carriers, are adding more upmarket products.
- Delta Air Lines says it is targeting the top of the “K-shaped economy,” where some groups grow richer while others fall behind.
- LATAM chief executive Roberto Alvo said at a Lisbon conference that airlines with strong premium products would come out of the downturn strongest, while budget carriers would have “a rougher time.”
Where La Première Flies
All La Première routes start in Paris. Destinations served by the 777-300ER include:
The cabin depends on the aircraft, so not every flight on these routes offers it.
No Change of Course
Pelous admitted that even wealthy travelers could become more careful with money as the war keeps energy prices high. Air France isn’t changing direction, he said. “Despite this complicated context, we want to maintain our strategy to move upmarket.”
