The long-anticipated refresh of Swiss International Air Lines is finally taking to the skies.
On November 20, the Star Alliance carrier introduced its new “Swiss Senses” onboard products on the route between Zurich Airport (ZRH) and Boston Logan International Airport (BOS). This upgrade is set to be implemented across all twin-aisle aircraft by the end of the decade, pending successful rollout.
During the intercontinental launch, Swiss CEO Jens Fehlinger shared insights about the airline’s future direction.
Timing is crucial: These are the prime moments to book an international flight.
The upgrade to Swiss’ long-haul offerings, aimed at replacing a decade-old product, remains a top priority for the airline. While the inaugural flight represented a major milestone, the carrier still awaits the arrival of its nine remaining A350s. The first few aircraft will phase out four older Airbus A340s, alongside the modernization of 14 Airbus A330-300s and 12 Boeing 777s. This entire overhaul is projected to take about four more years.
“The development of this product took longer than we originally anticipated,” Fehlinger noted. “Now, everything is falling into place.”
The Swiss Senses first class “Grand Suite” is a standout feature of the A350 model. EDWARD RUSSELL FOR THE POINTS GUY
This trend of upgrading long-haul products is mirrored across several international airlines. Air France, British Airways, Lufthansa, and others have also rolled out enhanced premium offerings in the past two years, many delayed by the COVID-19 pandemic. Such investments highlight the ongoing competition among airlines, especially as premium travel revenues have risen more steadily than economy travel revenue since the pandemic.
For context, Delta Air Lines president Glen Hauenstein stated in October, “Most of our growth, if not all of it, will originate in the premium sectors.”
As a member of the Lufthansa Group, Swiss Senses is a tailored version of Lufthansa’s Allegris product, which debuted in 2024.
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With Swiss Senses now operational, the airline can shift focus to enhancing its overall passenger experience.
New lounges for Schengen (intra-Europe) and business travelers at ZRH are in development, set to launch in early 2027. Roger Geu, head of lounges for Swiss, mentioned in an interview in Zurich that these spaces will align with the airline’s updated aesthetic, incorporating wood tones and possibly even small libraries.
The new lounges will replace existing facilities that will close as the reconstruction of Dock A at ZRH commences. Geu anticipates that the new spaces will remain in service for about a decade until the new concourse opens in 2035.
Short and medium-haul travelers will also appreciate potential good news: Swiss is contemplating reinstating complimentary snacks and drinks on these shorter flights.
“During the crisis, we prioritized offering high-quality food onboard, unfortunately as paid options,” Fehlinger remarked. “We will assess this over the next year.”
Switzerland ceased providing free snacks and drinks on its European flights in 2021, citing sustainability concerns. This decision coincided with rising costs and diminishing revenues affecting airlines worldwide.
The airline is also evaluating new seating arrangements for its single-aisle Airbus A220 and A320-family aircraft, although Fehlinger did not provide a timeline for this change.
Another exciting development might be with its inflight magazine, Swiss Magazine. A special edition was produced to commemorate the A350’s debut, featuring classic content such as destination tips, games, and route maps.
When asked about the possibility of resuming the print version of the magazine, which transitioned to all-digital in 2022, Fehlinger mentioned it is “under consideration.”
“We need to gather input from our customers to guide that decision,” he emphasized. “We want to know how our passengers feel about it. That’s why this launch with the A350 is a fantastic opportunity. If our customers appreciate it, we’ll surely look to continue it; if they don’t, we won’t.”
In the current digital landscape, printed magazines have become a symbol of luxury.
