Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
Swiss airline introduces premium cabin concept on Seoul-Zurich route
Heike Birlenbach, chief commercial officer at Swiss International Air Lines, speaks during a press conference in Seoul, Monday. Courtesy of Swiss International Air Lines
By Lee Min-hyung
Swiss International Air Lines has introduced its new premium cabin concept — SWISS Senses — for the first time in Korea, as part of its efforts to set a new benchmark for long-haul travel connecting Seoul and Zurich, the airline said Monday.
The company also introduced the A350 passenger jet for the route. The A350 is the first aircraft in the airline’s fleet that features a completely redesigned cabin. The airline selected Korea as the first market in Asia to showcase the upgraded premium travel concept.
A senior executive from the airline emphasized the role of Korea for the airline's market in Asia and hinted at the possibility of expanding its routes connecting Korea and Switzerland.
“Strategically, we would like to even grow our capacity between Switzerland and Korea, as the Korean market is very interesting for our customers in Switzerland and all over Europe,” said Heike Birlenbach, chief commercial officer of the airline, during a press conference.
Starting from the 2026 summer schedule, the airline plans to operate the A350 on the Seoul-Zurich route. Swiss International Air Lines operates three regular routes between the two countries each week.
“Right now, all the aircraft that we operate out of Zurich are full in service,” she said. “Once we are able to grow more, we get more aircraft, and then, we would like to complement the services and have higher frequencies for Korea.”
The executive expressed hopes for SWISS Senses to draw more premium demand from Korea.
A business class cabin of Swiss International Air Lines' newly introduced A350 passenger jet / Courtesy of Swiss International Air Lines
SWISS Senses emphasizes comfort, well-being and modern Swiss design. Across all classes, the premium concept delivers an upgraded service experience to customers. The cabins combine modern design with improved comfort, creating a calm and balanced environment through carefully curated lighting.
The “human-centric lighting system” is designed to help reduce jet lag by supporting passengers’ natural circadian rhythms, the airline said.
The new cabin is configured across four classes — first, business, premium economy and economy — offering increased space, enhanced privacy and advanced technology. The upgraded design and service elements are intended to elevate the overall in-flight experience, according to the airline.
In first class, Swiss International Air Lines has introduced new seating options, such as the Single Suite and the Suite Plus, designed to maximize personal space and privacy. The business class, meanwhile, features five distinct seat types — classic seat, privacy seat, extra-long bed seat, extra space seat and business suite — providing passengers with a wide range of choices tailored to meet individual preferences and needs.
Felipe Bonifatti, vice president at Lufthansa Group, described the introduction of SWISS Senses here as a key strategic milestone, as Korea is the first market in Asia for Swiss International Air Lines to introduce not just the premium service, but the A350 state-of-the-art passenger jet.