Aviation industry considers rebranding business class due to leisure traveler rise

The demographic of airline business class passengers is shifting significantly, leading to discussions about whether the term requires rebranding. While business travelers once accounted for up to 90 per cent of these cabins, leisure travelers are increasingly occupying the space.

Darsh Chapman, Qantas regional general manager for the UK, Europe, and Africa, noted that approximately 70 per cent of business class customers on flights from London are leisure travelers. Wong Hong, director general of the Association of Asia Pacific Airlines, also observed that leisure passengers are increasingly opting for business class upgrades to gain more comfort.

Historically, dedicated business class cabins were pioneered in the late 1970s by airlines such as Qantas, Japan Airlines, KLM, Pan Am, and British Airways to offer upgraded services and quieter spaces for full-fare economy passengers.