Beyond the flat bed: How airlines are raising the bar on business class with luxury details, upgrades
As airlines roll out upgraded cabins, finding the perfect business class seat comes down to the details — privacy, seat layout, and personalisation. Here’s what separates the best from the rest.
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With lie-flat beds and direct aisle access now standard across most long-haul business class cabins, the line between a good seat and a truly exceptional experience is getting thinner — and more competitive.
Business class has become a battleground in the post-Covid travel boom, with international carriers flying into and out of Australia rolling out plush new cabins featuring sliding doors, 4K TV screens, free Wi-Fi, and dine-on-demand service.
Across the board, airlines have shifted to a one-two-one layout to give every passenger direct aisle access. But the finer details — seat design, privacy, and personalisation — are where airlines are now trying to stand out.
“No one wants to buy a business class ticket and end up in a middle seat,” says Steve Hui, founder of iFLYflat.
David Flynn, editor of Executive Traveller, agrees the battleground has moved. “If you’re launching a new business class seat, you’d be bonkers not to have a suite,” he says.
“There’s this convergence where most business class seats now tick the big boxes. So the focus has shifted — airlines are asking, ‘What can we do within the same physical space to make our product stand out?’”
Sliding privacy doors, once the preserve of first class, are quickly becoming the new standard.
Mr Hui said for travellers using frequent flyer points, the best airline is simply the one with available seats. “Comfort comes after price — because you can’t start with comfort if it’s going to cost you $20,000,” he said.
“If the price is the same, then you can look at quality. But if one is $13,000 and the other is $20,000, that’s a no-brainer.”
Emirates
Frequency: 77 weekly flights from Brisbane, Sydney, Melbourne, Adelaide, and Perth to Dubai
Lie-flat beds: Boeing 777, Airbus A350 and Airbus A380
Emirates brings Middle Eastern opulence to the skies. The A380 features an onboard bar and lounge — a unique touch that still wows passengers at 40,000 feet. The business class seat transforms into a fully flat bed, with soft lighting, minibars at every seat, and award-winning in-flight entertainment (ICE).
Emirates has an exclusive partnership with LVMH - Moët Hennessy, making it the only airline to offer Moët & Chandon and Veuve Clicquot in business class, while Dom Pérignon is reserved for First Class. Dining options are tailored to each destination.
The airline will introduce its latest aircraft, the Airbus A350, to Adelaide in December, offering a 1-2-1 layout. New Boeing 777 flights from Melbourne will feature next-generation cabins, though some 777s used on Australian routes have a 2-3-2 layout, which lacks direct aisle access.
Mr Flynn said the trick for passengers was to get on the A380 as it offered the best experience for business class due to the bar, which he said was a great spot to break up the journey.
Best deal: Sydney to Christchurch on the A380 starts from $1939 return
Qatar Airways
Frequency: 28 weekly flights between Doha and Australia’s five largest cities — Sydney, Melbourne, Brisbane, Perth, and Adelaide
Cabin: Qsuite (A350, 777-300ER)
Qatar’s Qsuite is considered by many the gold standard in business class, according to Mr Flynn. The sliding door creates a private suite, and centre seats can be configured into a double bed or even a four-person suite — ideal for families or teams. Expect top-tier service, luxe finishes, and dining that rivals many first-class offerings. The on-demand meal service and Diptyque amenity kits complete the five-star experience.
From June, Qatar will begin operating international flights for Virgin Australia under a wet lease agreement, which will double its flights. Qsuite-equipped aircraft will operate on these routes.
Mr Flynn said that Qatar Airways’ QSuite is at the top of the pack among the airlines that fly into Australia give
Note: Qatar operates the A380 on Sydney routes, but flights to Perth will switch from an A380 to a Boeing 777 with an older 2-2-2 business class layout.
Qantas
Flagship route: Sydney to London via Singapore
Lie-flat beds: Qantas Business Suite (A330, A380, 787 Dreamliner)
Qantas’ Business Suite, available on its A380, A330, and 787-9 aircraft, offers lie-flat comfort from take-off to touchdown. Each seat provides direct aisle access and can be reclined throughout the entire flight. Passengers enjoy Qantas’ famous pyjamas, mattress, and full-sized European pillow. The suite includes a large table and in-seat power, catering to both rest and productivity on long-haul journeys.
“That seat was launched in 2014, and it’s since been revised and updated — but really, in terms of being a non-suite, it is still one of the best in the market,” Mr Flynn said.
Menus curated by Neil Perry feature seasonal Australian produce, complemented by an extensive wine list of domestic labels. Its A380 fleet offer a small bar area for passengers to socialise during the flight
Qantas is also set to introduce a new business class product for its Airbus A350-1000 ULR fleet, which will fly non-stop to London and New York. These new seats will feature sliding doors, Bluetooth connectivity, wireless charging, and free Wi-Fi, plus access to a wellness section on the plane.
Best deal: Qantas lie-flat beds start from $2884 return to Bali from Sydney
United Airlines
Frequency: 29 weekly flights between Australia and the US cities Los Angeles, San Francisco, and Houston
Lie-flat: Polaris Business Class on Boeing 777 and Boeing 787 fleet
Once known for underwhelming cabins, United has revamped its offering with Polaris — a fully flat, direct-aisle access suite with Saks Fifth Avenue bedding and a gel pillow for better sleep. Each seat features ample storage, a large entertainment screen, and a power outlet for convenience.
Polaris focuses on restful sleep with bedding that includes a duvet, mattress pad, and cozy pillow. Dining options, designed by top chefs, are available on-demand or at your preferred time. United operates more flights between Australia and the US than any other airline and will introduce seasonal flights from San Francisco to Adelaide in December.
Mr Hui said that not all seats were equal in business class across all airlines and while seat 1A may look great on a boarding pass it was not always the best seat on the plane.
“There’s this perception that 1A is the best, but sometimes you get more noise, less foot space, or a bassinet nearby,” he said. “It depends on the aircraft and configuration.”
He recommends that frequent flyers look at the cabin layout before selecting 1A, rather than assuming it’s automatically superior.
Singapore Airlines
Frequency: Over 120 weekly flights to seven Australian cities
Lie-flat beds: A380, A350, Boeing 777-300ER, Boeing 787, select Boeing 737 aircraft
Singapore Airlines offers fully lie-flat Business Class seats on all flights to and from Australia, including those from Darwin and Cairns on Boeing 737-8 MAX jets. The airline’s widebody flights feature a 1-2-1 configuration for direct aisle access. Passengers will find generous seat width and a comfortable sleeping surface. The A380 offers a more luxurious long-haul product on the upper deck, while the newer, more compact regional seats are found on the 787-10 for shorter Asia-Pacific routes.
The airline’s “Book the Cook” system allows passengers to pre-order meals, and there’s plenty of storage space, large TV screens, and in-flight internet connectivity. Singapore Airlines plans to introduce private suites on its A350s as part of a new business class product rollout.
Best deal: Sydney to Singapore in business starts at $3746 return
Cathay Pacific
Frequency: 58 weekly flights to Sydney, Melbourne, Perth, Adelaide, and Brisbane; seasonal services to Cairns
Lie-flat beds: Reverse herringbone (A350, 777)
Cathay Pacific has introduced its new Aria Suite business class on select flights between Sydney and Hong Kong, with Sydney marking the first long-haul destination outside Europe to feature this cabin. The Aria Suite, available on retrofitted Boeing 777-300ER aircraft, offers enhanced privacy with sliding doors, a 24-inch 4K entertainment screen, and refined design elements.
Cathay Pacific also gets high marks from both experts, with Mr Flynn noting its privacy-focused seat design and free Starlink Wi-Fi. Mr Hui points to its Aria Suite — with a sliding door — as another sign of how quickly expectations are shifting.
Other flights still offer lie-flat beds that angle away from the aisle, providing greater privacy and ample storage. The Hong Kong carrier, partly founded by Australian Sydney Kantzow, also features Cantonese-inspired meals and high-quality bedding.
Best deal: Cathay Pacific advertises prices to Hong Kong from Sydney starting at $5251
China Eastern
Frequency: 37 flights to Brisbane, Sydney, and Melbourne
Lie-flat beds: Boeing 787-9, Airbus A350
China Eastern has invested heavily in its premium products, with its newest cabins offering direct aisle access in a 1-2-1 layout. Passengers can enjoy mood lighting, large entertainment screens, and a menu that blends Chinese-Western fusion cuisine.
While service may vary, the modern seats are competitive with regional rivals. Pricing is often more accessible, making it a strong value option for travellers.
Mr Flynn said that sometimes the Chinese airlines such as China Eastern may have an okay business class seat, but they can fall down on the in the soft product. That means the meals, the service, the lounges.
“Being able to throw money at everything is not always the answer,” he said.
“I would actually say China Airlines — the Taiwanese flag carrier — they’re really good. Vietnam Airlines is surprisingly good too — great business class, and it’s keenly priced.”
Originally published as Beyond the flat bed: How airlines are raising the bar on business class with luxury details, upgrades
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