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Brussels Airlines Creates New “Boutique” Comforts for Long-Haul Flights

New boutique hotel concept creates a new coziness in the air.

Brussels Airlines is competing to win hearts and minds for people seeking comfort while they fly by creating a “boutique hotel” experience at 30,000 feet.

With three new highly differentiated classes with quality products and the typical Belgian hospitality, the airline calls its newly introduced and retrofitted  A330 aircraft “a boutique hotel in the air” offering the small scale personal experience guests often find in a boutique hotel stay. The airline worked with JPA Design to design a brand new Business Class, Premium Economy and Economy Class.

Throughout the whole cabin design, Art Nouveau patterns reflect the premium Belgian hospitality and bring a sophisticated and relaxed atmosphere on board, consistent with what the airline offers its Business Class guests on the ground in their flagship lounge ‘The Loft’ at Brussels Airport (BRU). The carpet pattern is inspired by the vault design of historical Antwerp central station, while famous Belgian designers like Dries Van Noten were an inspiration for the design of the seat fabric.

Because of its small size of only 30 seats and its smart staggered configuration, the new Business Class offers privacy in every seat. Guests can choose between a single and a double seat depending on whether they are traveling alone or with a companion. The new Business seat is completely adaptable and can be converted to a lounge sofa or a 6.5-foot long full flat bed with adjustable softness. New lighting ambiance tailored to all flight phases ensures opportunities for a good sleep while flying across time zones. For those who prefer to be entertained, the 15.6” HD screen can be tilted to adapt to all seating positions and includes high-quality noise-cancelling headphones.

Guests traveling in the new Business Class can indulge in a fine culinary experience. International wines and Laurent Perrier Champagne from the airline’s award-winning wine cellar accompany a four-course gastronomic meal created by a Belgian Michelin Star Chef. This year it’s Thierry Theys from restaurant Nuance who offers his menus on board.

High Bar 

On top of the fine dining experience, Brussels Airlines brings for the first time ever a Belgian walk-up bar on board, located just behind the Business Class cabin, offering famous Belgian beers as well as a place to network with fellow Business Class travelers.

Premium Economy

With its new long-haul travel experience, Brussels Airlines also launched a new travel class: Premium Economy Class. It is completely separated from the other classes, creating a quiet and relaxed environment with soft purple and blue colors. A premium seat with increased private space, comfortable cushioning and an expanded armrest allow to travel undisturbed.

A 38” seat pitch (23% more legroom compared to Economy Class), a wider seat with a bigger headrest and a generous 40° seat recline allow for a relaxing sleep. The 13.3” HD screen is one of the largest HD Premium Economy screens in Europe. Other seat amenities: a large table includes AC & USB power plugs so guests can stay productive throughout their flight.

Economy Class

The new Economy cabin provides additional comfort for every guest. A playful design, inspired by the sunrise on the North Sea represents the warmth of Brussels Airlines’ Belgian hospitality.

The new Economy seat features an ergonomic headrest offering increased privacy and adjustable neck support. A large seat recline, personal USB port and a wide choice of entertainment and games on a 10.1’’ screen ensure a more enjoyable and relaxing flight, while each guest enjoys international meals and complimentary beers, wines and spirits.

The first refurbished A330 will be operational in April 2019.

Brussels Airlines is Belgium’s national airline, connecting destinations in Europe, Africa, North America and Israel. Brussels Airlines is part of Eurowings and member of Star Alliance. More information on