Business class used to be the domain of suited road warriors expense-ing their way across the Atlantic. Not any more. With companies cutting back on premium travel, leisure flyers have stepped in — and airlines have noticed in a big way.
The numbers back it up. International premium travel grew 11.8% in 2024 to over 116.9 million passengers, comfortably outpacing economy. United Airlines flew a record 27.4 million premium seats in 2025, and premium revenue jumped 11% for the full year. American Airlines has grown its premium seats 16% since 2019, while economy grew just 5% in the same period. Most striking is who's actually sitting up front: Qantas says around 70% of business class customers on its London flights are leisure travellers, rising to 80% in premium economy. United reports the leisure share of its premium cabins has doubled since 2019, and Delta claims 75% of first class seats are now filled by full-paying customers — up from just 12% in 2009.
Loyalty schemes have played a big part in opening the door. Frequent flyer programmes, which got their start with Texas International in 1979 and the big US carriers' 1981 launches (SkyMiles, MileagePlus, AAdvantage), let travellers bank points through flights and credit card spend, then cash them in for a lie-flat seat they'd never pay full fare for.
All this is reshaping life for cabin crew. They're increasingly serving first-timers who don't know when to board, how dine-on-demand works, or where to stow their bags — so crew now act as part product tutor, part brand ambassador. And the tells they spot? First-time premium flyers tend to overdress, fumble with touchscreen seat controls, order everything on the menu to maximise value, and film the whole experience for Instagram. Regulars, by contrast, dress for sleep and skip the second meal.
If you're tempted to try the front of the plane, it pays to pick well. Singapore Airlines ranks second globally in the Skytrax awards, with 1-2-1 seating and its Lazy Z and Sundeck positions on New York–Frankfurt flights. Delta, ranked 14th, flies around 30 European routes with direct aisle access, full-height privacy doors and oversized duvets. Air France, Virgin Atlantic and Emirates round out a strong field, with Turkish Airlines, British Airways and United also worth a look.
For holiday travellers, this shift is genuinely good news: more premium seats, sharper products in the airline arms race, and more opportunities to use points rather than cash. Just remember — enjoy the call button, but maybe don't photograph the whole cabin.