The world’s first all-business-class ATR enters service in Asia
May 20, 2026
The world’s first all-business-class ATR 72-600 has arrived in Kuala Lumpur, giving turboprop regional aviation an unusually premium twist.
Berjaya Air has taken delivery of the first aircraft fitted with ATR’s HighLine all-business-class cabin, becoming both the launch customer for the new interior and a first-time operator of the ATR 72-600.
The aircraft is expected to enter service in the coming days, initially on regional and resort-focused routes including Subang to Koh Samui, with charter operations also planned across the Asia-Pacific region.
ATR said the HighLine all-business-class configuration received certification from both EASA and Malaysian authorities earlier this month, clearing the way for commercial operations.
Berjaya Air takes first ATR 72-600 with HighLine cabin
The new aircraft marks a significant shift for Berjaya Air, which is positioning itself as a premium boutique carrier serving leisure, resort and charter markets across Southeast Asia.
The cabin seats just 26 passengers in a 1-1 layout, meaning every passenger has both direct aisle access and a direct view through multiple windows. That compares with the typical 2-2 layout used on most ATR 72 regional operations, where the aircraft usually carries around 70 passengers.
The aircraft is fitted with handcrafted ETEREA seats by Geven, described by ATR as the widest ever installed on the ATR platform. Each seat includes a personal side console with integrated stowage, while the cabin has been designed with an executive-style ceiling in place of traditional overhead bins.
ATR says the design creates a more open cabin environment, using the ATR’s wider cross-section to support a layout closer to a private aircraft than a conventional regional turboprop.
Berjaya Air plans to use the aircraft on routes across Malaysia, Thailand, Vietnam and Indonesia, with a particular focus on destinations linked to Berjaya Group’s hotels and resorts, including Redang and Langkawi.
Can a turboprop deliver a real business-class experience?
On paper, the ATR HighLine cabin compares surprisingly well with many short-haul business-class products.
The ETEREA seat offers a width of around 21.6 inches, a pitch of about 39 inches and a recline of around seven inches. That puts it broadly in line with, and in some cases ahead of, typical regional jet first-class or short-haul business-class recliner seats.
The key difference is layout. A 1-1 cabin on an ATR means there are no middle seats, no seat neighbours and no blocked-adjacent-seat compromise. Every passenger gets an individual seat, direct aisle access and a window view.
That gives the HighLine cabin a stronger privacy proposition than many short-haul European business-class products, where passengers are often seated in standard economy-style seats with the middle seat left empty.
However, this is still a turboprop designed for short regional sectors, not a long-haul premium cabin. Passengers should not expect lie-flat beds, widebody-style entertainment systems or the quietness of a modern long-haul jet.
The product makes most sense on short, high-yield routes where time savings, airport convenience and cabin exclusivity matter more than cruise speed. Island-hopping, resort transfers, premium leisure travel and private charter work are the obvious target markets.
That may be exactly where ATR sees the opportunity. The ATR 72-600 is slower than a regional jet, but is more efficient on short sectors and can operate into smaller airports. For routes of around one to two hours, a more spacious cabin and direct point-to-point access may be a stronger selling point than speed alone.
ATR HighLine moves the turboprop upmarket
For ATR, the Berjaya delivery is more than a single aircraft handover. It is proof that the turboprop can be sold on comfort and exclusivity as well as operating economics.
The HighLine collection was developed to give operators a range of premium cabin options, from dual-class layouts to VIP and all-business-class interiors. The concept is aimed at airlines, charter operators, governments and private customers looking for a lower-emission regional aircraft with a higher-end passenger experience.
That is a notable shift for the ATR brand. The aircraft has traditionally been associated with regional connectivity, short sectors, essential air services and low operating costs. HighLine adds a different message: that a turboprop can also be a boutique premium aircraft.
The timing may also be favourable. Across the industry, several operators are experimenting with semi-private and premium short-haul models, particularly where passengers are willing to pay for smaller airports, faster boarding, quieter terminals and more personal space.
Berjaya Air’s version leans heavily into that trend, combining regional turboprop economics with a cabin designed to feel closer to business aviation.
Air Tahiti among the next ATR HighLine customers
Berjaya Air is not expected to be the only operator of the all-business ATR.
Air Tahiti has also selected the ATR HighLine all-business-class cabin for one of its ATR 72-600 aircraft, with the carrier planning to use the aircraft for premium inter-island services in French Polynesia.
The Air Tahiti aircraft is also expected to feature 26 seats in a 1-1 layout, with an open executive-style ceiling and individual business-class seats.
For Air Tahiti, the cabin is intended to support a VIP-style service connecting island destinations where demand for high-end leisure travel is closely tied to the wider tourism economy.
Berjaya Air will also take delivery of a second factory-new ATR 72-600 in the same all-business-class HighLine configuration in the third quarter of this year.
The early customer base suggests ATR’s premium turboprop push is likely to remain niche, but potentially valuable. It is unlikely to transform mainstream regional flying, where density and cost remain central. But for resort networks, island markets and premium charter operations, the all-business ATR may have found a surprisingly natural home.
Featured image: ATR
