The Swiss will start flying its brand new Airbus A350 jet to the United States two months ago as it begins major reforms to its onboard products.
Swiss CEO Jens Ceo Jens Fehlinger said in an exclusive interview in Washington, D.C. on Thursday that the Star Alliance airline will debut the A350-900 on flights at Zurich Airport (ZRH) and Boston Logan International Airport (BOS).
The Swiss had previously planned to introduce new aircraft and products to the United States on January 1, 2026.
Stylish seating: Switzerland unveils large new first-class ‘big suite’ experience
The Lufthansa-owned airline is expected to receive its first A350 from Airbus in early October. It will initially fly on familiar European routes in Europe ahead of its transatlantic debut.
Switzerland’s new onboard product on the A350 is the latest volley of the advanced traveler’s challenge. Since the pandemic on the 19th, premium demand (especially among leisure travelers) has grown faster and proved to be more resilient than economic travel. This makes it a highly sought after airlines.
As industry trade group IATA pointed out in a 2024 report, “The increase in revenue from advanced class travel is that hitting advanced sectors is useful for improving airline profitability.”
Air France, American Airlines, British Airways, Lufthansa, United Airlines and Swiss Airlines are just a few of the world’s operators, hoping to deliver on this trend at the cutting edge of the aircraft.
“Swiss senses”
“In the life of an airline, if you are lucky, you will experience it once you get a new plane and a complete new product,” Fehlinger said.
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He continued: “The A350 is not naked. It has a brand new customer experience in all courses.”
As airlines call new onboard products, the Swiss senses are a complete nose-to-tail transformation. According to its sister Lufthansa’s new Allegris product, it includes first class, business class, premium economy and economy seating, updated food and beverages, and other improved amenities such as signature odors.
The Swiss A350s will have up to four private first-class suites, while the middle of the cabin can be booked by one or two passengers. Returning to the plane, it will also include 45 business class suites with privacy doors; 38 premium economy seats in the 2-3-2 layout; and 156 economic seats in the 3-3-3 layout.
“We are positioning [Swiss] At the high end of the premium market,” Fellinger said, adding that the airline’s brand represents everything in Switzerland – from punctuality to reliability and quality.
Switzerland’s financial results support 1 billion euros (USD 1.17 billion) in investment in aircraft and products. The airline has long been the most profitable of Lufthansa Group, or adjusted operating margins for the second quarter of 2025, with the group’s results of just 8.4%.
Switzerland plans to use four A350s with Swiss sensory products by the end of 2026. Once they have the necessary number of aircraft, they will start from the BOS to the Montreal-Trudeo International Airport (YUL) at ZRH.
Fehlinger also said the airline will begin revamping its fleet of 14 Airbus A330s by the end of this year and fully equipped with a fleet within two years.
Switzerland’s 12 Boeing 777s didn’t start receiving Swiss sensory therapy until 2027. And the Airbus A340S will not be remodeled because they plan to retire and replace it with the A350.
Limited loyalty redemption
Miles & Miles and more loyal program members hope to receive a reward redemption in the new Swiss senses, which may find this a tough claim.
“Availability will change due to the number of seats,” Fehlinger said, adding that the new first class will be “more unique” than the airline’s current highest product.
Both the A350 and A330s will have up to four top-ranked seats in the Swiss sensory senses, and there are eight on the plane today.
However, Fehlinger expects the rewards in Business Class to increase with the onboard upgrade.
Normalize transatlantic growth
Switzerland has no plans to add routes to the United States or North America next year. Instead, Fehlinger said it added Pearson International Airport (YYZ) in Toronto and Dulles International Airport (IAD) in DC in 2024 and added it on a map of North America, as well as the Jewish Incheon Airport (ICN) in Asia.
Since San Francisco International Airport (SFO) in 2010, IAD is the first new destination in Switzerland.
“We may be looking for more growth at the end of the decade (’28, 29), and the next A350S is in.”
He said that despite the “slightening” economic demand, the Swiss were “satisfied” with the performance of the North Atlantic business in the summer. The airline is expected to require votes throughout the winter and host the FIFA World Cup in the 2026 US, Canada and Mexico.
The latest data from the U.S. International Trade Administration shows that the number of foreigners arriving in the U.S. from Switzerland has dropped by about 7% from January to July compared to last year.
“In the North Atlantic, this is our backbone, it is our backbone, it will be our backbone,” Federlinger said.
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