Starlux Airlines' First Class: What's Behind the Strategy?

Introducing Starlux Airlines

Starlux Airlines has recently made its mark on the global aviation map. Although the airline was established in early 2020, it has significantly expanded its flight network over the years, particularly with trans-Pacific routes.

Currently, Starlux offers flights from Taipei (TPE) to several destinations in the U.S., including Los Angeles (LAX), Ontario (ONT), Phoenix (PHX), San Francisco (SFO), and Seattle (SEA). The airline utilizes the Airbus A350 for long-haul flights, where first-class services are also available.

Unique Features of First Class

With few new airlines launching international first-class services, Starlux's offering is quite noteworthy. However, their approach to first class is somewhat unconventional. On my first long-haul flight with them, I felt that the airline's strategy was not entirely clear or sensible, and this impression has not changed over the years.

Honestly, I was eager to experience Starlux's first class, but I hesitated at the high cost associated with this service (I’m not asking for a free flight, just hoping for more reasonable pricing).

First Class Seating on the A350

Starlux's first class on the A350 features just four seats, configured in a 1-2-1 layout. In fact, this isn’t a separate cabin as it is located at the front of the business class section, without any curtains separating first class from business class.

Starlux is renowned for its excellent service quality, so many were surprised to find that the airline didn’t invest heavily in first class as expected. In reality, the seats resemble a “business class plus” style that has emerged recently.

Features of First Class Seats

The first-class seats on Starlux come with several useful features, including a spacious 60-inch door, privacy dividers, a 32-inch 4K screen with Bluetooth sound, a zero-gravity seating mode, and personal storage compartments. However, it’s undeniable that the airline does not aim to create the best first-class product in the world.

On the A350-900, Starlux has arranged 30 seats in this space (including four first-class and 26 business class seats). For comparison, Qatar Airways' A350-900s only have 24 seats in a similar configuration but also include a bar at the back of the cabin.

In-Flight Service at Starlux

Starlux's first-class service stands out as well. In Taipei, first-class passengers are picked up and dropped off at the airport (TPE) and have access to the exclusive Huan Yu VIP Terminal. In Los Angeles, passengers can enjoy PS, a private suite with ground transportation from the plane, allowing them to bypass the terminal.

If traveling alone, you can enter The Salon (the common area), while those traveling with someone else can access The Suite (the private space). Starlux even serves caviar and La Mer gifts on long-haul flights.

How Much Are First-Class Tickets?

When Starlux launched its first-class product, many expected the prices to be more reasonable compared to business class, but that has not been the case. From the very beginning, the airline has maintained high prices for first class, often three times that of business class.

First-class tickets from Taipei to the U.S. start at no less than $8,000 one way. The airline also offers first class on some flights within Asia, priced around $2,500 each way. However, the service on these flights is often considerably reduced.

Are They Really Selling First-Class Seats?

I may be mistaken about the demand for first class in Taiwan. However, with only four first-class seats available, it's quite straightforward to assess how many have been sold. I checked the data for a six-week period from April 12 to May 24, 2026, and found that:

• From Taipei to San Francisco: only five seats sold out of a total of 168 seats, a mere 3.0% occupancy.
• From San Francisco to Taipei: only two seats sold, resulting in a 1.2% occupancy rate.
• From Taipei to Seattle: four seats sold, equating to 2.4% occupancy.
• From Seattle to Taipei: no seats sold, a 0% occupancy rate.

There might be last-minute bookings, but if no seats are sold on a route over six weeks, it clearly indicates an issue with the revenue system.

Potential for Revenue Optimization

This product seems like it could be optimized for better revenue. It sounds reasonable for Starlux to explore developing first class, but if the seats remain unsold, this needs to be reevaluated.