Airlines have been spending years and hundreds of millions of dollars to expand their pricier seats, capitalizing on demand for roomier options and travelers' appetite for more luxurious trips.
British Airways' joint-venture partner, American Airlines, last month debuted a 70-seat business class on its largest Boeing aircraft.
Those more expensive seats command a premium. Even extra legroom on trips across the Atlantic can go for more than $200 per leg, with surcharges of more than $1,000 for premium economy seats after purchase.
The prices can be even higher if they're selected at booking. The top-end seats regularly run $5,000 and even well over $10,000 on lengthier flights.
Deliveries of new aircraft have even been delayed because some of the new seats are so elaborate that carriers have been waiting for parts or federal certification.
British Airways' overhaul of its 12 A380s cabins are also a bet on the jumbo jet, which many carriers have retired in recent years, opting for smaller, more fuel-efficient jets. Airbus delivered the last A380 to the plane's largest user, Emirates, in late 2021.