“It’s great to be the underdog,” Arik De, Chief Commercial Officer of Etihad, tells me as we sit beside the airline’s latest A321LR seating showcase. “We have more loyal frequent travellers in our top tier than many of our competitors. They keep coming back, and that’s because we’re doing something special.”
Few would dispute that statement for a carrier that has faced, quite frankly, a rocky path to its recent resurgence. But what is that special ingredient? Etihad has long been defined by its boldness: from the pioneering Residence to its striking liveries and heavyweight brand partnerships with the likes of Armani/Casa, the airline has consistently punched above its weight. Yet with innovation in seat and cabin design slowing industry-wide, where can an airline continue to grow and stand apart?
Today, it’s less likely to be seen in radical seat launches — Air France’s elegant evolution of La Première and Qatar Airways’ modest but welcome QSuite updates show a sector moving towards caution. The era of revolution has passed; we are now firmly in the era of evolution.
Which is why it is such a surprise that, at the Arabian Travel Market, Etihad unveils the world’s first International First Class Suite on a narrowbody. It’s this spirit of innovation, this bold passenger experience strategy, that is pivoting Etihad from its ‘Boutique’ image to a scalable, luxury carrier catering to the growing premium leisure market.
De expands on the airline’s renewed focus: “Etihad have done a great job in the past with product and brand. But we just simply couldn’t find a way to make money out of it.” Now, it seems, the airline has found its rhythm. At the heart of Etihad’s stand sit the latest Safran Opera seats, trimmed to match the luxurious aesthetic of its newest A350 and 787 fleets.
At first glance, the two examples — a front-row monument seat and a standard Opera Business Class seat — may not seem revolutionary. After all, similar products are already flying, from Thompson Aero Seating’s Vantage Solo on JetBlue and Iberia, to an almost identical seat on ITA Airways’ A321s.
Yes, it’s a good seat — though arguably, a Thompson variant might have been preferable — and passengers will no doubt welcome a flatbed on a narrowbody aircraft. But it is Etihad’s strategic deployment of the product that deserves applause.
Rather than following the well-trodden path of creating a ‘Business Plus’ product, Etihad has boldly positioned the front-row seats as a true International First Class Suite. With just two suites per aircraft, these will be rare but valuable finds across its expanding network. Their arrival — the world’s first narrowbody First Class — signals a deeper transformation at Etihad that cannot be overlooked.
The A321LR, due to enter service on 1st August (fingers crossed), represents only the visible tip of an iceberg. It symbolises Etihad’s ambition to challenge the market once again — not through extravagant ultra-luxury products like The Residence, but by intelligently refining and scaling its premium offering, while preserving its underdog spirit.
That said, delivering First Class on a narrowbody will pose challenges. Service design will be critical to ensure First Class passengers experience the same level of attentiveness and exclusivity as they would on widebody aircraft. For a hub-and-spoke carrier like Etihad, where just 1.3 million of its 25 million annual passengers terminate in Abu Dhabi, fleet consistency is crucial.
Nevertheless, it’s an exciting and refreshing move. In an industry increasingly defined by risk aversion, Etihad is boldly offering an International First Class cabin on a single-aisle aircraft. And today’s announcement makes clear that this is only the beginning.
“As well as investing heavily to expand our First Class offering, we’re taking the time to enhance every tiny detail of the experience, and introducing a host of new premium services over the next couple of months — stay tuned,” said Antonoaldo Neves, CEO of Etihad Airways.
Among these enhancements are a new 24/7 Etihad Concierge service for personalised travel planning, a private chauffeur service to and from the airport, and personal escorting through dedicated First Class check-in, the Etihad First Lounge, and to boarding. Upon arrival, guests will be accompanied from the aircraft door to their chauffeur, with porter services handling their luggage.
In Abu Dhabi, First guests will soon also benefit from complimentary Home Check-In and Land & Leave services, offering a seamless, baggage-free airport experience. At Zayed International Airport, if direct boarding from the terminal is unavailable, First guests will be chauffeured directly to the aircraft door.
Etihad’s New A321
The all-new First Suite — a private, enclosed space featuring a sliding door, lie-flat bed, elevated dining, and bespoke design touches — offers just two suites per aircraft. Each suite boasts space for a companion to dine, a 20” 4K screen with Bluetooth pairing, and wireless charging, ensuring comfort and connection at every touchpoint.
Although this is clearly an enhanced Business Class seat rather than a radical First Class design, differentiation is somewhat limited. The walls surrounding the suites are no higher than those of the Business Class seats, meaning only a modest degree of privacy — one of First Class’s greatest traditional advantages — is achieved. And unlike on widebody aircraft, the proximity to the rest of the cabin will inevitably be more noticeable.
However, given these aircraft will operate on heavy leisure routes, the psychology of First Class travellers will differ from the traditional business-focused audience — a factor Etihad appears to have considered carefully.
Meanwhile, the new Business Class cabin features a widebody-style herringbone layout (1-1), offering 14 fully-flat beds, each 78” long. Every seat includes a 17.3” 4K screen, Bluetooth headphone pairing, wireless charging, and ample personal storage — creating a seamless, fully connected experience.
In Economy, 144 thoughtfully designed seats deliver widebody comfort to a narrowbody aircraft. With up to 5” recline and a width of 18.4” — among the widest in the industry — each seat features a 13.3” 4K touchscreen, USB charging, and access to Etihad’s next-generation entertainment system.
Connectivity will also be class-leading, with Viasat’s latest multi-orbit-ready system offering speeds up to 1 Gbps, enabling passengers to stream, surf, and game from gate-to-gate, where permitted, along with access to live television throughout the cabin.
But the real story is not confined to the A321LR alone. A $1 billion fleet-wide investment will see Etihad retrofit aircraft, install new cabins, enhance amenities, introduce new soft products, and, importantly, roll out new seats.
With Arik De heavily hinting at fresh First Class cabins for the 777 and the potential launch of Premium Economy, it is clear this is just the start of a bold new chapter. One in which Etihad leans heavily into luxury and premium travel — but this time, at scale. And thanks to a flexible, gaugeable fleet, Etihad is better placed than ever to achieve its ambitious growth plans across fleet and network in quick succession.
