Once upon a time, business class was a privileged yet simple affair — a bit more legroom, a wider seat, perhaps an extra drink or two. Since its inception in the late 1970s, business class has evolved far beyond such perks. As expectations grew, business class transformed into a dedicated space for comfort, privacy and productivity. Today’s elite guests don’t want just a seat — they want an environment that feels like an exclusive retreat, where they can rest, work and rejuvenate.
This evolution reflects a deeper shift in air travel, as airlines began to recognise the demand for both physical comfort and emotional well-being. In response, they innovated — from introducing “sleeperette” seats that reclined more, to lie-flat beds and eventually fully private pods. Each new offering met the growing desire for a refined and individualised in-flight experience. The goal became to create a multifunctional space.
Today, business class is an immersive experience crafted to mitigate the stresses of travel with a deeply personal environment that meets the highest expectations of privacy, luxury and tranquillity.
Henry Harteveldt, president of strategic advisory firm Atmosphere Research Group, is a leading authority on the global airline industry. He says today’s business class trends towards making the customer feel “like a guest” rather than a passenger.
“The airline wants the premium experience to be one of serenity and comfort,” says Harteveldt, “one where you feel noticed, respected and appreciated.”
Human-centric design
This shift towards more thoughtful business class design has taken a new human-centric dimension with Cathay Pacific’s unveiling of the Aria Suite, a reimagined space that combines form, function and artistry. A warm personal touch infuses Cathay Pacific’s new approach to business class. “For Cathay Pacific, business class is more than just a product. It’s a point of pride,” says Harteveldt. “What Cathay Pacific has shown with the new Aria Suite is that good is not good enough.”
Today’s business travellers often endure multi-leg flights and need a space that meets diverse needs — a private office, dining room and bedroom all rolled into one.
The Aria Suite is a direct response to these demands, offering travellers a private refuge at 35,000 feet.
Each Aria Suite pod features enhanced privacy, ample storage and a dedicated workspace.
In the Aria Suite, every feature has a purpose selected to enhance the passenger journey — with subtle surprises designed to delight. The console, for instance, offers a slide-away drawer to reveal a compartment lined in bespoke vegan leather, ideal for safely storing one’s passport, glasses, watch and wallet and ensuring personal items are always within reach. The marble-style surface of the console is functional as well as stylish, featuring a built-in wireless charger. The suite was recently awarded the Best Business Class of 2024 by TheDesignAir, which celebrates the best in passenger design around the world.
Using the Aria Suite’s interactive seat control, customers can optimise their seat and lighting for any activity with one touch, whether watching movies, dining or sleeping, and save their preferences. Customisations can be made seamlessly using the interactive controls on the 24-inch in-flight entertainment screen — Cathay Pacific’s largest ever. The unique technology, designed to be thoughtful yet unobtrusive, won a Red Dot design award in Berlin.
The Aria Suite is crafted to give passengers a sense of calm and rejuvenation, blending comfort and refined detail to create a seamless experience.
Vivian Lo, General Manager, Customer Experience Design, Cathay Pacific
Vivian Lo, Cathay Pacific’s general manager, customer experience design, shares insights into the human-centric approach at the heart of Cathay Pacific: “The Aria Suite is crafted to give passengers a sense of calm and rejuvenation, blending comfort and refined detail to create a seamless experience.”
Harteveldt praises the Aria Suite’s vision, noting: “What do you do to be human-centric? You start with understanding not just the rational needs, but the emotional needs of the traveller.”
Serene haven in the sky
To enhance the feeling of a personal sanctuary, Cathay Pacific has endeavoured to bring an entirely new level of privacy to customers in business class. With the airline’s first suite door and divider, the Aria Suite creates a fully enclosed private space where customers can work, rest and relax in tranquillity. Passengers in the centre seats also have the choice of extending the suite divider for enhanced privacy — or keeping it open for a shared experience with their companion. The suite’s spacious, lie-flat seats, meanwhile, are equipped with premium bedding to ensure a restful sleep.
Another highlight of the Aria Suite experience is the new Gallery in the Skies, which brings passengers a carefully curated selection of 30 artworks from artists with a profound connection to Hong Kong. Each artist offers a different perspective on nature, from Koon Wai Bong’s ink-brush bamboo forests to Fan Ho’s monochrome street photographs.
We sought to create an experience that transports passengers with visions that come from the heart of Hong Kong.
Edward Bell, General Manager, Brand, Insights and Marketing Communications, Cathay
“We sought to create an experience that transports passengers with visions that come from the heart of Hong Kong,” says Edward Bell, Cathay’s general manager for brand, insights and marketing communications. “This is probably the first effort by any major airline to bring such a remarkable collection of celebrated artists to passengers from around the globe.”
From the moment passengers step into the Aria Suite, they are welcomed into an environment crafted to soothe and delight. “We designed the Aria Suite to be more than a seat,” says Lo. “It’s a haven where every detail is crafted to elevate your journey, so you arrive feeling refreshed and at ease.”
Experience Cathay
Pacific’s Aria Suite