The Battle for First Class

Discount airlines that offer only premium seats are shaking up the lucrative transatlantic market

STEVE DUNLOP

Silverjet CEO Lawrence Hunt leisurely lounging on a couch on the tarmac at London Luton Airport.

It takes a lot for me to get giddy over an ottoman--although less so at 35,000 ft. And much less so for a flat bed and my own 21-sq.-ft. "suite"--a good 60% larger than my drone-class cubicle at the office. The amenities kit rivaled a department-store cosmetics counter and contained not the usual pair of amorphous tube socks, but ones with heels. From one of my four windows, Maserati champagne cocktail in hand, I spotted an easyJet plane, its 34 rows brimming with my people: coach folk. But today I had traded my peanuts for canapés. All 48 seats on this 757...

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