Bring in the caviar cavalry, how can airlines continue to win market share beyond seats?

The biggest challenge facing the passenger experience market is trying to standout in a levelled playing field. Every airline can now purchase suites with doors, all-aisle-access is no longer a market leading position, and the leading inflight entertainment systems all offer basically the same interface. But there’s still a fierce battle to claim the throne of “the best.” This year Qatar Airways introduced a new QSuite 2.0 – which is a tasteful evolution of the existing seat – but this isn’t where the airline is now looking to wage its war, doubling down on staying ahead of the competition.

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Instead the airline’s passenger experience (now under the stewardship of Xia Cai) is looking to one of the smallest possible assets to elevate the brand. In a smart marketing ploy, Qatar Airways is now offering caviar in Business Class, and this isn’t just a gimmick; it’s a clever statement that the fight to improve the passenger experience has transcended the basics that doesn’t actually cost the airline that much.

The Evolution of Business Class

Business Class has come a long way from being a slightly more spacious economy seat. The era of lie-flat beds and private suites with sliding doors has set a new standard, turning Business Class into an experience that, for many, surpasses First Class of yesteryear. Airlines like Qatar Airways, Virgin Atlantic, Etihad, Cathay etc have been at the forefront of this evolution, continually pushing the envelope with innovations just like the Qsuite or the Upper Class bar.

However, as seats have become more comfortable and IFE systems more advanced, the differentiation between airlines has become less about the hardware and more about the experience. Enter a simple pot of black gold – caviar – a move that signals a shift in focus towards the finer details that create a truly memorable journey. After all, Virgin know how to turn the flight into an ‘experience’ just look at their ‘scan for champagne’ signs in the Clubhouses that sets the tone for the rest of your journey.

Beyond the Seat: The New Battlefronts

Caviar service in Business Class is more than just a luxury add-on; it represents a broader trend in the industry where the battle for supremacy is moving beyond the traditional markers. Here a look at where we will start to see airlines doubling down on a way of setting a new standard for international business class travel.

The Ground Experience: More Than Just a Lounge

A decade ago, a premium lounge was the hallmark of a great Business Class experience. Fast forward to today, and the ground experience has evolved into a holistic journey, starting from the moment you arrive at the airport. Quite a few airlines have already been investing heavily in this area, from Virgin Atlantic’s Upper Class Wing, to the new Delta One check in areas in the USA and more recently Air France’s new First Class check in wing in Paris.

Private check-in wings, akin to what some First Class passengers are used to, are now becoming a part of the Business Class experience. Airlines are seeing that commitment to an exceptional ground experience – from bespoke meet-and-greet services, personalised escorts, and even direct access to the aircraft from the lounge in some locations is paying dividends in winning brand affinity. This seamless journey from curbside to cabin is currently a pain point for most, and an easy win for many airlines, where they can work harder to eliminate stress and ensure that passengers begin their journey in the utmost comfort.

Branded and Unique Content on Screens

Seen it. Watched it. Not that classic again…. While seat comfort and IFE hardware have reached impressive heights, the content itself can be the new differentiator. Airlines are slowly waking up to the fact that in a world saturated with media options, passengers are seeking more than just the latest Hollywood blockbusters. The airline is partnering with content creators to develop exclusive, branded content that offers a richer and more immersive experience. That said, all airlines have jumped like lemmings to partner with Paramount, Disney, Netflix, Amazon etc, rather than looking further afield, or even creating their own exclusive content that can be found only within the airline ecosystem.

Just imagine boarding your flight and finding a series of short co-branded documentaries about the destinations you’ll be visiting, produced in partnership with renowned filmmakers. Or perhaps a curated list of wellness content designed to help you relax and sleep better during your flight like Air New Zealand already do. This shift towards unique and branded content not only enhances the IFE experience but also creates a deeper connection with the airline brand.

Culinary Excellence at 35,000 Feet

How long is a piece of spaghetti? The introduction of caviar in Business Class is just the beginning. Airlines should be doubling down on reimagining the entire culinary experience onboard, aiming to elevate it to a level that rivals the finest restaurants on the ground. Just look at the likes of China Airlines who are bringing a real Michelin-starred experience onboard rather than just borrowing the names of chefs, rather than living up to their reputations.

Expect to see more regional specialties, farm-to-table ingredients, and better personalised meal options that cater to specific dietary preferences and health considerations. The focus is not just on taste but also on presentation, with dishes plated as beautifully as they would be in a Michelin-starred restaurant. And, of course, the beverage offerings are being upgraded to match, with a wider selection of fine wines, craft cocktails, and premium non-alcoholic options.

Luxurious Amenities: From Bedding to Pyjamas

It’s no longer just about offering a blanket and a pillow; it’s about creating an environment where passengers can truly relax and feel pampered. The range of amenities is perhaps the most varied between airlines. While some offer a simple kit and simple bedding, other airlines go to town, with mattress toppers, pyjamas, pillow sprays, day blankets, slippers and even multiple amenity kits, if you look at the likes of Emirates.

While there is a clear disparity between carriers, the general rules should be simple. Day flights over 5-6 hours, carriers should offer a pillow, blanket, amenity kit, and ideally pyjamas on request. For night flights, the same applies, but with a mattress topper, slippers and pyjamas a given. This will most likely become the norm in the next few years. But the same way kits are being designed to offer a sense of locale, these wider amenities should follow the same rules. Luxury pyjamas and bedding will need to resonate with the local market. That doesn’t always mean utilising prints or designs that stereotype the origins, but using brands that represent the airline’s roots.

Wellness and Sustainability: The New Pillars of Luxury

Wellness is the more ethereal, less quantifiable tangent that airlines are currently exploring. Early adopters are certainly trying, but certain aspects don’t always hit the mark. Peleton bikes in Virgin’s Clubhouse certainly look good, but those getting off a 20 minute ride in front of 600 passengers, don’t. Then there are Cathay’s yoga spaces which are now just vacant under-utilised rooms that do more to help elevate an airlines ‘lifestyle brand’ status, than help passengers genuinely beat jetlag. Where airlines will see success include healthy, organic meal options to wellness kits with aromatherapy products and sleep aids.

In this new era of aviation we might see less ‘wow moments’ when it comes to seat reveals (just read the room this year with Qatar, Emirates and Turkish all releasing very familiar looking products), but if we read between the lines the next few years will see a quieter push in delivering a world-class passenger experience that is more focussed on the softer touches and ground products. For those of us who live and breathe aviation, it’s an exciting time to watch the industry soar to new heights.

As I do every year, I ask on your kind support to keep things going. If you are able to donate – whatever amount – it all gets funnelled back in to the site, to keep the site full of content. And I thank you personally for your kind support.