US low-cost carrier (LCC) Allegiant air have announced a new first class product as it pursues premium customers.
The change will see the first two rows on their aircraft reconfigured into a 2×2 arrangement. Launching in 2027, passengers with these tickets will benefit from more luxurious seats as well as ‘upgraded service elements’ that are yet to be confirmed.
Chief Commercial Officer Drew Wells said:
This is about giving customers more ways to travel with us. Travellers are increasingly looking for more comfort, more personalisation and more flexibility, and these new offerings are a meaningful step forward in delivering that.
The airline also announced that every passenger in the cabin will receive free soft drinks and water onboard, beginning in August.
IATA reported earlier this month that demand for premium travel had increased 4.5% between 2024 and 2025. Allegiant’s announcement puts it in line with rivals in North America: both Frontier Airlines and JetBlue have said they are introducing first class products.
It’s not only customer preference informing Allegiant’s strategy. The collapse of Spirit Airlines in May was brought about by economic circumstance, but also the failure of that carrier’s ultra cheap-and-cheerful strategy.
In January Allegiant announced they were merging with Sun Country Airlines, which the US regulators approved in May. This move was widely considered by aviation analysts as a move to consolidate scale in a shaky period for the low-cost model.
The introduction of first class represents another step in Allegiant’s plans to reorient its business and stay competitive in the North American market.
Join us at World Aviation Festival 2026, where Drew Wells, Chief Commercial Officer at Allegiant, will be speaking on our Customer Experience track.
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