SWISS is updating its soft product in longhaul premium economy and economy class, a genuine upgrade that will make for a better onboard experience, especially in the rear of the aircraft.
SWISS Upgrades Economy Class + Premium Economy Soft Product Onboard
While the Swiss carrier has cut free meals, snacks, and drinks from its short haul flights, the airline will expand its “SWISS Senses” concept in what it calls a “revamped long-haul air travel experience.” Let’s look at the changes, all of which appear to be genuine improvements.
Welcome Aperitif With Cheese Appetizer
Both economy and premium economy passengers will be served a welcome aperitif, accompanied by a Sbrinz cheese appetizer, in what SWISS calls “a nod to Switzerland’s ‘apéro’ culture.”
SWISS will also be offering a broader selection of beverages that include a new Swiss red wine and “typical” Swiss soft drinks such as Rivella.
New Menu Options + Upgraded Pre-Arrival Meal
Main dishes will change with several new menu options highlighting tastes of Switzerland, more snacks will be offered between meal services, and an “upgraded” pre-landing meal will now be served on a tray or in a “reusable bento box.” Economy class meals will also be served on modern black re-usable tableware.
(This is how JetBlue serves its meals on its transatlantic “Core” product)
Alpine Valley Signature Scent
Passengers will now smell a new signature fragrance called Alpine Valley, which has been created specifically for SWISS in collaboration with the Zurich-based Soeder company. It will be available in the lavatories in soap, hand lotion, and facial spray form. Alpine Valley “combines aromatic larch with fresh citrus notes and subtle hints of herbs to bring a little Swiss alpine nature aloft.”
“Soft” Bedding
New bedding with “soft pillows and blankets that are made entirely of recycled materials” will be offered in economy class and premium economy class. Such a description always makes my eyebrows go up, but Delta’s bedding is also made of recycled materials and very comfortable. Offering an above-average blanket and pillow would be a big value-add to the product.
CONCLUSION
Swiss is upgrading its soft product in economy and premium economy class (and I have to say, it already wasn’t bad…)
As SWISS Chief Commercial Officer Heike Birlenbach explained:
“These new product and service highlights will tangibly enhance the air travel experience for our Economy Class and our Premium Economy Class guests. Taken together, they represent one of the biggest service investments in the history of our company. And they bring us a further step forward in providing our customers with a quality air travel experience that is hallmarked by both Swissness and a devotion to detail, to help ensure that we consistently achieve our high premium aspirations.”
I’m still not keen to fly economy class, but this certainly sounds like a very pleasant experience in the back of the plane.
images: SWISS
Upgraded service and soft product?
I hope they got permission from Lufthansa for this where the only thing they do is cut and cut again then cut some more. Or is that only in the premium cabins?
If I had to guess, they’re trying to step up as they’re seeing AF trying to improve their Y and W products. I guess LH is thinking that LX is more equivalent to AF and LH views their Y, W, and J products to be comparable to KL. If they are viewing their group’s airlines this way, then comparing things to KL is not a good metric as KL has been falling off lately because their on-time percentage, cancellations, and even service in the air has not been great. Recently took a couple of flights to and from AMS comparing DL and KL J products and personally felt DL on their A333/332 product (probably the worst hard product they offer to AMS) was far better than KL on their 777/789.
I also notice that KL is cutting free snacks and drinks in economy class shorthaul. What is wrong it it?
Effectively cost-cutting and the FAs not willing to put in the effort as before. It’s really sad how KL is embracing mediocre service yet having the most expensive fares compared to other European carriers.
What improvements is AF making to Y?
I always thought that LX had a decent Y product, especially flights ex ZRH/GVA.
Tasty meals, nice aperitif service (I love their rosemary crackers) and lots of snacks available mid-flight (whole fruit, mini fruit tarts, cookies, more crackers).
Where I thought they failed was the pre-arrival service on U.S. flights – East Coast flights just get a muffin and West Coast flights just get a muffin and yogurt. LH (and UA) serve a hot option on all flights and serve full breakfasts prior to arrival on West Coast-Europe flights.
does this mean Y meals in O, or will Swiss follow UA and offer the J meals?
If Y meals in O, oooof. That is worse than even Delta
SWISS has nice meals in O already on porcelain…I don’t think that is changing.
Why I am leaving American in 2026. Even the soft product in Y on international carriers are surpassing American International J. I’ve had better long haul flights in QF Y DFW SYD , VS Y LHR BOS , JL Y LAX-HND-SIN within the last 2 years specifically than AA SYD LAX J and AA JFK MXP J . In the latter the wine and food is not good and although most FAs are great the occasional “can I help you “ “ what do you need “ really dampens the experience.