a seat in a plane
ANA's new business class.

With the latest news of Air France launching a business class seat with a door, and doors becoming “the norm” for new business class setups, it’s high time to explore a key question in branding and expectation.

What sounds better to you: a seat, or a suite? Chances are, you’ve picked the latter.

When I think seat, I think car, restaurant or train.

When I think suite, I think four seasons, infinity pool and a big heavenly bed.

Attracting corporate dollars and well heeled travelers is a lot easier when something sounds incredible, without even seeing it, and lately – that’s precisely what airlines are banking on – even when it’s unwarranted.

So, what makes a business class seat into a business class suite, anyway?

a man sitting in a chairIt Starts With A Door

In March of 2017, Qatar Airways did what no other airline had ever fathomed.

With the Qsuite, they put a real door onto a business class seat, thus transforming it into a private space, rather than a quasi-bed. Previously, the privilege was exclusively reserved for first class travelers, and even then, doors were only found on a select few airlines.

Think: Emirates, Etihad, Singapore, Asiana and Air France.

a bed with a television on it

By putting a door onto a fully customized business class seat, Qatar Airways coined the phrase ‘Qsuite’ to distinguish the product.

After all, it ticked all the same boxes every other airline who used the term suite had used in first class, including a fully flat bed, privacy door and high definition entertainment systems with over 20” high-def screens.

Naturally, jaws dropped, people were flabbergasted and it wasn’t long before other airlines figured that a door might be a great idea for their seats too.

You can now also find business class “suites” with doors on Delta, ANA, Air France, British Airways and JetBlue. American is rumored to be adding them, as well. Virgin Atlantic sort of has one, but it also sort of doesn’t.

a seat in a plane

But How High?

Having a door on a plane with a seat you can convert into a bed is always a thrilling treat for travel, but for true “suiteness” the size of the door really does matter.

Take for example the Qatar Airways ‘QSuite’ and British Airways ‘Club Suite’. In one, you genuinely cannot see another soul seated on the plane while you are seated or sleeping, whereas from the British Airways Club Suite, you absolutely can.

I’d say ANA offers the best door of any airline in business class, for what it’s worth.

a man sitting in an airplane

In my opinion, if the door isn’t high enough to cover the sightline of someone of above average height, it’s not really serving all that much purpose, unless you’re laying down in the seat.

It could be said that it’s useful for doing work and protecting company secrets, but that’s quite a reach, even for a marketing guru. If anything, it just helps keep the seat mate across the aisle from seeing your butt crack, if you sleep sideways.

Storage Space Counts Too

At least to me, the concept of a suite is a self contained space, where you don’t need anything from the outside world, or at least the lovely crew serving you on the flight.

Obviously, there’s the whole food element, but for this criterion, it’s more about the ability to have all your belongings, bags and electronics in arms reach, without needing to go up into the overhead bins or open your door.

God forbid, you see another passenger on board!

a bed in a planeThe best business class “suite” I’ve found in this regard is easily All Nippon Airways (ANA) with ‘The Room’ business class.

The new business class suite, which debuted in August of 2019 features enough space for two passengers to sit on the seat, which means a backpack and other goodies have plenty of space to stay within eyesight.

First World Problems And Marketing Bluffs

One thing is for certain in aviation: people love the term “suite” in product marketing, whether it’s warranted or not. Airlines are quickly swapping the word seat for suite wherever possible.

Let’s just hope that the “seats” actually feature the doors with enough height, the storage with enough space and the high end electronics and bells and whistles to fully deserve the lofty title.

Gilbert Ott

Gilbert Ott is an ever curious traveler and one of the world's leading travel experts. His adventures take him all over the globe, often spanning over 200,000 miles a year and his travel exploits are regularly...

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  1. My criteria is that the seating area not be so small you feel like you are in a coffin. The door closing is nice when sleeping so feet aren’t stomping right by your head or whatever, so in one sense it helps no matter what (even if you are tall) in the sleeping arena. But if you close the door and feel like you are in a narrow bin, then that is a deal breaker for me, I won’t close the door. Q-suites is aces in all regards to me- wide enough with plenty of room to put my stuff on, gorgeous finishes that feel relaxing, and a door that really feels private. I am going to try to get an ANA suite this year when I go to Asia for work. Any other recommendations for the Asia route? Is Delta’s Delta One Suite worth a try?

  2. What makes a seat to a suite
    1 Door
    2 Storage
    3 Table (Quality and size are the main factors) for work or eating
    4 IFE (Entertianment purporses)
    5 The bed placement (main factors fully flat,bedding,pillows,blanket,sleeping materials like eye mask)
    6 lighting (i think since of the door it sometimes gets a bit dark) so you can make it completly dark or light etc

  3. I miss the old huge recliners .. LH first class is still the best in the world. They have remembered what you’re doing on an aircraft. You’re sitting …. And maybe sleeping. None of the new business class products are all that great for sitting. Arm rests are a thing of the past. All airlines are doing is creating marketing gimmicks for millennials

    1. I love LH F. Really is just incredibly comfortable and functional. If it had the privacy of newer seats, it would be even better. Cheers!

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