Introducing SWISS Flights

Introducing SWISS Flights

Flying with SWISS from London to Zurich on an Airbus A220-300 was a pleasant experience, but it left me pondering a simple question: what exactly am I paying for when I choose SWISS over a budget airline? On many short flights across Europe, SWISS charges a full-service fare but doesn’t seem to deliver an experience that matches the price tag... and that’s what made me uneasy: is it truly worth the extra cost?

Full-Service Airlines vs. Budget Carriers

I’ve always had a soft spot for the SWISS brand, and I’m a fan of the A220. However, this flight made it hard to distinguish between “full-service” and budget airlines. There was no Wi-Fi or power outlets under the seats—two amenities that should be standard for a so-called “full-service” airline in 2026. Meanwhile, British Airways offers both on similar routes, including USB ports and reasonably priced Wi-Fi (with Starlink on the way).

Legroom and Entertainment

As for legroom? Just an inch more than EasyJet. Entertainment? Nothing but a moving map on the screen. Food? SWISS has an onboard menu for purchase... identical to what you’d find on EasyJet and Ryanair. Sure, you do get a complimentary bottle of water and a piece of chocolate, but is that enough to justify the significantly higher fare?

What Are You Really Paying For?

I believe the answer is that you’re not paying extra for any of those things. Instead, your money primarily goes toward three things: the brand, the network, and the convenience at the airport. If this flight didn’t have the airline’s name on it, you could easily mistake it for a budget carrier.

SWISS's Strengths

The strongest reason to choose SWISS has nothing to do with the in-flight experience; it’s actually Heathrow Airport. Flying from Heathrow instead of Gatwick or Luton is more convenient for many travelers. Additionally, the Star Alliance connections, the ability to book connecting flights, and access to lounges for business class passengers add value to flying with SWISS.

Changes in Flight Experience

However, if you overlook those factors, the story changes completely. If you’re simply flying from point A to point B, justifying the extra cost for SWISS becomes much harder. Last-minute fares: SWISS vs. budget airlines. Advance fares: SWISS vs. budget airlines.

Conclusion

For longer flights or more complex itineraries, SWISS still has compelling reasons to be your choice. But for short flights within Europe, the gap between full-service and budget airlines has narrowed, making it increasingly difficult to justify paying more. This isn’t just a SWISS issue; it’s a common challenge for traditional airlines across Europe, including the Lufthansa Group, British Airways, and Air France-KLM (who still offer complimentary food and drinks on board).

Unless the in-flight experience improves, more travelers will find themselves questioning, as I did on this flight: what are you really paying for? What do you think? For readers in Europe, is there a certain threshold you have for not wanting to pay more for a full-service airline over a budget one?