The Briefing Tyler Brûlé is joined by Benjamin Smith to discuss efficiency and sustainability at Air France-KLM
Jan 1, 2026
Ben Smith, CEO of Air France-KLM, shares insights on the airline's recovery and innovative strategies since 2018. He emphasizes how French hospitality enhances service quality and defends the continued investment in first class as a unique market differentiator. The discussion includes upcoming routes for La Première and the competitive landscape with Gulf carriers. Smith also tackles overflight restrictions and their impact on operations, while voicing the importance of global hubs for city competitiveness.
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National Identity As A Strategic Asset
- Air France leverages France's strengths—gastronomy, fashion, technology and national pride—to create a cohesive, authentic brand.
- Ben Smith argues that a genuine national identity gives Air France a competitive cultural advantage globally.
First Class As A Profit Driver
- La Première was redesigned to feel like a private-jet experience from terminal to arrival, prioritizing space and service over isolation.
- The new cabin exceeded expectations and drove repeat business and word-of-mouth demand, prompting a 50% expansion.
Only Invest In Profitable Premium Upgrades
- Modernise premium products only if you can make them profitable and customer-driven.
- Test changes with customers and be prepared to invest long-term to turn first class into a cash-generating product.