SWISS is rolling out a major refresh to its premium cabin service, with updated dining concepts in both First and Business Class that move away from the tray model toward a plated, restaurant-style presentation.
SWISS Unveils New Inflight Service In First & Business Class
The airline is calling this its most comprehensive inflight service overhaul in history, following the earlier “SWISS Senses” branding that has gradually been introduced across cabins (I’ve written about that here). The changes focus on more individuality, expanded choice, and a distinctly Swiss sense of hospitality.
SWISS Chief Commercial Officer Heike Birlenbach explained:
“After introducing our remodeled SWISS Economy and SWISS Premium Economy service products in March, we are now taking the next consistent step, with the most comprehensive service renewal in the history of our company. Our new SWISS Business and SWISS First services are designed to provide all the ambience of a superior restaurant aloft, with greater choice, more individuality and an even firmer emphasis on Swiss hospitality. Our new premium inflight services make flying with SWISS much more than just transport. Because what we’re offering here is a genuinely memorable air travel experience.
“From our development of new tableware to our choice of new products and our adoption of new processes and procedures, everything has been carefully devised and comprehensively trialed. Our crews have been intensively prepared, too, to ensure that they are fully familiar and at home with our new service product. So what our guests on board will experience is the result of a truly massive undertaking on which our many teams throughout SWISS, both aloft and on the ground, have worked with all their passion and commitment.”
Let’s look at the specific changes that have already been rolled out.
SWISS First Class Changes
In First Class, the new concept starts with an amuse-bouche trio served with traditional nuts and olives. From there, each course is plated individually on porcelain, with black accent dishware designed specifically for the new service. The main meal includes:
- A dedicated soup course
- An expanded bread basket
- A seasonal sorbet as a palate cleanser
- A separate cheese course, highlighting Swiss selections
- Pralines from Swiss chocolatier Aeschbach served with coffee or tea
Afternoon departures will also feature an afternoon tea service with multiple tea selections paired with both savory and sweet bites. SWISS will continue to offer Zimmerli pajamas, Sisley amenity kits, and slippers in First Class, underscoring the airline’s focus on refinement and comfort.
SWISS Business Class Changes
Business Class will also see notable improvements. Passengers will still receive the amuse-bouche and olives after takeoff, followed by individually plated courses on porcelain. Trays will no longer be used for the main meal. The catering sequence has been expanded to include soup, cheese, and dessert, with a broader selection of breads and the same signature pralines offered to First Class guests. The overall effect is meant to feel less like a mass-produced tray meal and more like a restaurant dining experience.
SWISS will also introduce new bedding on all longhaul flights as well as a seat cover and Muntagnard sleepshirt on overnight flights longer than 10 hours.
Will This Launch SWISS To An Industry-Leading Soft Product?
As much as I love SWISS, I’ve long complained about the below-average soft product due to the poor bedding in business class. Thus, the new bedding was a no-brainer, but SWISS’s decision to offer a plated, multi-course service in business class sans tray represents an additional and unexpected upgrade. These changes don’t require huge outlays, but they do raise the perceived value of the experience for premium passengers. That said, the service flow is already somewhat slow in business class. How much longer will it take now with the extra soup course and no trays? The solution to that is an extra flight attendant in business class.
I also appreciate that SWISS is differentiating itself rather than homogenizing into the broader Lufthansa Group service model. Small touches like the amuse-bouche, sorbet, or pralines re-emphasize that SWISS is serious about quality, and what better way to emphasize that than to use Swiss products.
CONCLUSION
With these changes, SWISS is elevating the premium cabin experience in a way that feels authentic and distinct. First Class passengers will continue to enjoy a thoughtful service flow, while Business Class travelers will benefit from plated meals and new touches that enhance the overall experience. It’s not a revolution, but it’s a meaningful evolution that makes SWISS more competitive in the premium long-haul market.
image: SWISS
J does not equal F
an F soft product should not happen in J. This is why some airlines have trouble selling F
I think LX has no trouble selling F and it will continue to have no problem selling F…
Have flown Swiss many times this year IAD/ZRH. Have watched F fly empty and have been upgraded from J to F twice upon boarding, one of which F was only half full. I got an F seat to sleep in and another F seat to sit in on that segment.
I quite enjoy Swiss J and F vs Polaris. Swiss J throne seats are roomy for getting work done and the seats are clean.
Are you a Senator or HON?
Just plain old Gold Star Alliance on J tickets. To be honest I can’t fathom why I’d be upgraded.
As in United Gold?
Great move SWISS on these business class class meal improvements – other airlines take note – I have.
Yes United Gold. I keep life simple and don’t play the loyalty game and take whatever is most convenient J.