SWISS unveils First Grand Suite to rival Etihad’s ‘The Residence’ as demand for luxury cabins intensifies
August 21, 2025
SWISS International Air Lines has introduced the SWISS First Grand Suite, a new premium product positioned as the most exclusive offering in its long-haul network.
The suite merges two First Class cabins into a single unit. It provides what the airline describes as “a commercial flight, private as never before.”
The product debuts on the airline’s forthcoming Airbus A350s and its refurbished A330 fleet to compete with some of the most high-profile luxury cabin concepts in commercial aviation.
SWISS First Grand Suite
The new First Grand Suite combines two adjacent First Class suites into a single space. It offers a large private cabin with seating, dining, and a separate bed. With upscale amenities, it is designed to feel like flying on a private jet.
“With our new SWISS First Grand Suite, we’re further expanding our First Class service product with an option that is specifically aimed at those of our top premium customers who are seeking even more privacy and even more scope to design their personal space on board,” says Chief Commercial Officer Heike Birlenbach.
“Our Grand Suite should give our guests all the feeling of having their own ‘loft aloft’ – a space that they can use as they wish, to relax, to work, or just to enjoy the experience. It’s a further step in our development of our SWISS Senses concept, which is aimed squarely at delivering a truly premium air travel experience.”
The design reflects the Swiss modern elegance of the airline’s new SWISS Senses design, with a focus on minimalism, comfort, and exclusive service.
The First Grand Suite complements SWISS’s existing First Class offering, consisting of the Single Suite by the window and the middle Suite Plus, which is also available for two passengers travelling together.
In keeping with its VVIP service, customers can only book the First Grand Suites via the exclusive SWISS First hotline with its concierge service.
The airline will gradually refurbish its Airbus A330 fleet with the exclusive suite. It will also introduce the First Grand Suites on new Airbus A350s in early 2026. SWISS will install the new First Class air travel experience on its Boeing 777s at a later date.
Etihad’s ‘The Residence’ is the luxury cabin benchmark
The benchmark in this segment remains Etihad Airways’ The Residence, available exclusively on the Airbus A380.
Introduced in 2014, The Residence consists of three separate rooms: a living area, a bedroom with a double bed, and a private bathroom with a shower. The airline markets the 125-square-foot unit as a “private apartment in the sky.”
Although Etihad’s A380 fleet was grounded during the pandemic, the airline has reintroduced a limited number of the aircraft on high-demand routes, making The Residence available again. However, the signature Butler service is no longer available.
Emirates’ ‘Game Changer’ First Class focuses on tech
Emirates took a different approach with its latest premium product, known as the “Game Changer” suite, introduced on its Boeing 777-300ERs.
Instead of expanding cabin size, Emirates focused on technology and design, offering floor-to-ceiling sliding doors, a zero-gravity seat mode, personal climate controls, and “virtual windows” for middle-row seats.
The fully enclosed suites provide significant privacy within a 1-1-1 layout. Emirates first designed the suite for its upcoming Boeing 777X aircraft, though Boeing still needs to complete certification, delaying the aircraft’s delivery.
How do these luxury airline cabins compare?
All three offerings target the ultra-premium travel segment, offering an experience akin to private jet flying, at a more affordable price point, with the advantage of a commercial airline network. But how do they compare?
- Etihad’s The Residence remains the most spacious and service-intensive, effectively providing passengers with a small apartment.
- SWISS’s Grand Suite offers a substantial increase in privacy and space compared to conventional First Class, though it does not include separate rooms or a private bathroom.
- Emirates’ Game Changer suites emphasise comfort, cutting-edge technology and privacy while occupying a smaller cabin footprint.
The new SWISS First Grand Suite reflects a trend among full-service carriers to differentiate their highest-fare cabins to compete with private aviation among high-net-worth travellers.
