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1st look: Starlux's very unique new first-class cabin, now flying to the US

Zach GriffSenior reporter
Zach Griff is a senior reporter at TPG. He writes travel and product reviews, deep dives into loyalty programs, news about the airline industry and more.

April 30, 2023 • 7 min read

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Quick summary

Starlux Airlines, a new luxury carrier from Taiwan, is the first in the country to offer a first-class product on long-haul routes with its Airbus A350-900 fleet.
The first-class cabin consists of just four suites, positioned at the front of the business-class section, with limited physical separation from business class.
While the suites offer enhanced comfort, privacy features and upgraded amenities, the experience is not as exclusive as other top international first-class products.
Starlux's first-class fares are significantly higher than business class, with limited uptake from travelers so far.

What to consider

The first-class suites lack full privacy from the business-class cabin and share some facilities, such as lavatories.
Despite premium pricing, first-class award redemptions are not currently available through partner loyalty programs.
Introductory fares are much higher than business class, and the airline has not offered significant last-minute discounts.

What you'll miss from the article

A detailed comparison of Starlux's first-class suite features and how its pricing and exclusivity strategy differs from other airlines.

Generated by AI with support from our editorial team.

In recent years, many major international airlines have retired their first-class products.

As business class gets nicer and more spacious, there’s been less of a reason to invest in first class. This is especially true on routes without lucrative corporate contracts or strong premium leisure demand.

Yet, Starlux Airlines — a new luxury carrier based in Taiwan — is bucking that trend.

The carrier has just become the first Taiwanese airline to offer a first-class product on long-haul routes onboard its brand-new Airbus A350-900 jet.

Starlux already flies to 16 popular destinations throughout Asia from its Taipei hub. As of April 26, the airline has added transpacific service to Los Angeles.

The carrier plans to expand to San Francisco later this year, and as Starlux takes delivery of more A350s, it's expected to announce additional U.S. destinations.

Starlux’s A350s feature just one row of four first-class suites, and the cabin is much more unique than you might think. Here’s why.

First-class product

When you envision international first class, you might think of a luxe private cabin at the pointy end of the plane, far away from the riffraff in the back.

While Starlux's first-class offering does indeed occupy the first row, it’s not nearly as exclusive as some of the world's leading first-class cabins.

Starlux's suites are built directly into the business-class cabin without any privacy curtains or galley walls to separate the two cabins. The first-class suites do feature privacy partitions that are 10 inches higher than the ones in biz, as well as taller sliding doors that create additional personal space, but it's not ideal.

Once you’re inside the first-class suite, you’d be hard-pressed to notice any of the business-class passengers behind you. However, if there were a crying baby or some other loud noise in the cabin, you would certainly hear it.

In addition to somewhat compromised privacy, the lavatory situation for first-class passengers isn’t great.

There is one bathroom at the front of the first-class cabin and two behind the biz cabin. There are no signs prohibiting business-class passengers from using the forward lavatory, so you might need to wait to do your business.

Starlux's first class isn’t as private as, say, Emirates' or Air France's offerings because the airline essentially took a “business-class-plus" product and marketed it as first class.

As airlines have introduced new and retrofitted premium cabins in recent years, several have found that they can sell the larger, more spacious front-row bulkhead for an additional upcharge.

To date, we’ve seen most major airlines market this offering as "business class plus." Starlux is doing something entirely different by branding it as first class (and charging you significantly more for it, too).

As for the seats themselves, they are supremely comfortable and include a slew of additional bells and whistles, including larger footwells, bigger tray tables, significantly more storage space and 32-inch 4K entertainment screens.

Plus, each suite features a minibar, and the onboard service, dining offerings and amenities are better than what you'd find in business class.

While the product is certainly an upgrade over the “regular” biz seat, it’s not worth the premium that Starlux is charging.

First-class pricing

When airlines enter a market, they often undercut the incumbents to drive brand awareness and boost sales.

Yet, Starlux is in a league of its own with its introductory pricing. A business-class seat starts at “just“ $5,500 for a round-trip journey from Los Angeles to Taipei; first class comes in at a whopping $18,000.

Maybe I’m naive, but charging more than three times the fare for a product that’s only marginally better than business class seems absurd.

The market seemingly agrees with my conclusion. The airline has only sold four first-class suites for the entire month of May for departures from Los Angeles to Taipei, according to ExpertFlyer data (which is owned by TPG's parent company, Red Ventures).

You might think Starlux would discount these suites at check-in, but alas, you're wrong.

Starlux wanted an insane $3,000 to move from business to first at the check-in counter. (No flyer took Starlux up on this offer, so first class went out empty.)

For now, Starlux is sticking to its guns by keeping first-class seats super exclusive.

Even though reciprocal mileage redemptions with Alaska Airlines start later this summer, the airline will not allow travelers to book first-class awards.

Of course, it’s possible that this entire strategy will change, but for now, Starlux's first-class pricing model is one of the most unique in the sky.

Bottom line

Starlux Airlines is the newest Taiwanese carrier, and it’s already doing things differently.

With the ambition of becoming as luxurious as Emirates Airlines, Starlux has just become the first carrier in Taiwan to offer a true long-haul, first-class product.

However, the seats largely resemble a fancy business-class pod rather than a top-notch, first-class suite. Plus, with a seemingly nonsensical pricing strategy, it’s no wonder the airline is struggling to sell this cabin.

Whether Starlux's first-class pricing strategy changes is anyone’s guess, but until then, Starlux may just offer the world's most unique first-class product.

Related reading:

Editorial disclaimer: Opinions expressed here are the author's alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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Flexible rewards with airline and hotel transfer partners
Multiple travel and purchase protections
No foreign transaction fees
Access to Amex Offers for additional savings (enrollment required)

Cons

Not as useful for those living outside the U.S.
Some may have trouble using Uber and other dining credits

You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App™.
Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App™, or purchased directly from airlines.
Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App™ and cruises booked and paid through AmexTravel.com.
Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
$120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
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$120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
Enjoy complimentary Hertz Five Star® Status benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
Book two nights or more with The Hotel Collection through AmexTravel.com or the Amex Travel App™ and receive a $100* credit towards eligible charges at over 1,400 upscale hotels worldwide. *Eligible charges vary by property.
Book your travel through the Amex Travel App™ with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
No Foreign Transaction Fees.
Annual Fee is $325.
Terms Apply.

In recent years, many major international airlines have retired their first-class products.

Yet, Starlux Airlines — a new luxury carrier based in Taiwan — is bucking that trend.

The carrier has just become the first Taiwanese airline to offer a first-class product on long-haul routes onboard its brand-new Airbus A350-900 jet.

Starlux already flies to 16 popular destinations throughout Asia from its Taipei hub. As of April 26, the airline has added transpacific service to Los Angeles.

The carrier plans to expand to San Francisco later this year, and as Starlux takes delivery of more A350s, it's expected to announce additional U.S. destinations.

Starlux’s A350s feature just one row of four first-class suites, and the cabin is much more unique than you might think. Here’s why.

First-class product

When you envision international first class, you might think of a luxe private cabin at the pointy end of the plane, far away from the riffraff in the back.

While Starlux's first-class offering does indeed occupy the first row, it’s not nearly as exclusive as some of the world's leading first-class cabins.

In addition to somewhat compromised privacy, the lavatory situation for first-class passengers isn’t great.

Starlux's first class isn’t as private as, say, Emirates' or Air France's offerings because the airline essentially took a “business-class-plus" product and marketed it as first class.

As airlines have introduced new and retrofitted premium cabins in recent years, several have found that they can sell the larger, more spacious front-row bulkhead for an additional upcharge.

Plus, each suite features a minibar, and the onboard service, dining offerings and amenities are better than what you'd find in business class.

While the product is certainly an upgrade over the “regular” biz seat, it’s not worth the premium that Starlux is charging.

First-class pricing

When airlines enter a market, they often undercut the incumbents to drive brand awareness and boost sales.

Maybe I’m naive, but charging more than three times the fare for a product that’s only marginally better than business class seems absurd.

You might think Starlux would discount these suites at check-in, but alas, you're wrong.

Starlux wanted an insane $3,000 to move from business to first at the check-in counter. (No flyer took Starlux up on this offer, so first class went out empty.)

For now, Starlux is sticking to its guns by keeping first-class seats super exclusive.

Even though reciprocal mileage redemptions with Alaska Airlines start later this summer, the airline will not allow travelers to book first-class awards.

Of course, it’s possible that this entire strategy will change, but for now, Starlux's first-class pricing model is one of the most unique in the sky.

Bottom line

Starlux Airlines is the newest Taiwanese carrier, and it’s already doing things differently.

With the ambition of becoming as luxurious as Emirates Airlines, Starlux has just become the first carrier in Taiwan to offer a true long-haul, first-class product.

Whether Starlux's first-class pricing strategy changes is anyone’s guess, but until then, Starlux may just offer the world's most unique first-class product.

Related reading:

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First-class product

First-class pricing

Bottom line

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TPG featured card

TPG featured card

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

First-class product

First-class pricing

Bottom line

Comments

TPG featured card

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons

American Express® Gold Card

Rewards rate

Intro offer

Pros + cons

Pros

Cons

More details

Pros

Cons