Asiana Airlines: Re-branding First Class to Business Suite

From 1st September onward, Asiana Airlines is cutting all First Class service and re-branding its existing A380 First Class seats as Business Suite – hybrid of first and business class product. While neither of the First Class and Business Suite for flights from 1st September is bookable, the airline mentioned that the fares should be 30-40% lower than its existing first class fare. On the ground, Business Suite passengers will have access to the Asiana First Class Lounge in Seoul. 

What essentially is the “Business Suite” on Asiana Airlines?

• Existing first class enclosed suite with catering, mileage, baggage allowance and etc at current business class level
• Existing access to First Class Lounge at Incheon International Airport.

Affected routes and implementation dates

Asiana Airlines currently offers first class service on its Airbus A380 to Bangkok, Frankfurt, Hong Kong, Los Angeles and New York. However, according to the latest press release, the Business Suite will be introduced as follows:

Redemption of Business Suite on award ticket

Similar to the revenue tickets, Business Suite is not yet available for award redemption on any frequent flyer program at this point in time. There is also no details on award pricing as well.

Conclusion

Amidst the financial turmoil since the beginning of the year, Asiana Airlines adopted similar approach that Malaysia Airlines has adopted, by re-branding its first class to premium business class. It is interesting to see how receptive the Business Suite will be, considering the fact that Business Suite is likely to be captured as Business Class travel under corporate travel policy.