Swiss International Air Lines is navigating a challenging landscape of rising costs and increased competition, even as it reaffirms its commitment to the key U.S. market. CEO Jens fehlinger addressed the airline’s strategy aboard its new Airbus A350 during its inaugural flight to Boston, a route chosen in part to facilitate crew training on the new aircraft. The discussion highlights a delicate balance: maintaining a premium service offering while responding to pressures from low-cost carriers and evolving economic factors impacting both leisure and business travel.
- Swiss CEO Jens Fehlinger discussed the airline’s strategy and challenges aboard its new A350 aircraft.
- Swiss remains committed to the key U.S. market despite slightly weaker demand.
- Low-cost carriers are putting pressure on the Swiss airline, but Swiss aims to differentiate itself as a premium carrier.
- Rising costs are impacting the airline’s results this year, but Fehlinger says flying should remain affordable.
On the inaugural flight of its new A350 to Boston, Swiss International Air Lines CEO Jens Fehlinger addressed the airline’s strategy for maintaining its presence in the competitive transatlantic market and navigating rising operational costs. The discussion took place at 12,000 feet, highlighting the challenges and opportunities facing the carrier.
Jens Fehlinger, why was Boston chosen as the first long-haul destination for the A350?
Several factors contributed to the decision. First, the A350 can operate daily roundtrip flights to Boston, allowing us to generate significant training flights for our crews as they transition to the new aircraft type. Second, this launch sends a strong signal of our commitment to the North American market.
«Die USA bleiben unser wichtigster Langstreckenmarkt.»
Demand for flights to the U.S. has recently softened among Swiss travelers. Is Swiss maintaining its commitment to the U.S. market despite this slowdown?
We did observe some hesitation regarding travel to the U.S. during the summer months, particularly in economy class and among leisure travelers. However, we are already seeing demand rebound as we approach the end of the year. Furthermore, Americans continue to travel to Europe at a strong pace. As a result, we are maintaining our U.S. flight offerings – it remains our most important long-haul market.
Swiss has reported a lower operating result compared to the previous year. The company attributes this to a combination of factors, including periods of weaker market demand, increased competition in Europe, and significantly rising costs. Environmental regulations have quadrupled, Skyguide fees are increasing, and the airline is relying on aircraft and crew leases to address current capacity constraints. These combined pressures are impacting the bottom line.
How do rising airline ticket prices influence your travel plans?
What role do low-cost carriers play? Are they making life difficult for Swiss?
Low-cost airlines are increasing competitive pressure, particularly on short-haul routes. We cannot and do not intend to compete with them on price across the board. Our focus is clearly on quality and reliability.
«Fliegen soll bezahlbar bleiben.»
Will flying with Swiss inevitably become more expensive?
Flying should remain affordable. At the same time, we operate in the premium segment – we offer a high-quality product. We are working to mitigate cost increases through measures such as utilizing fuel-efficient aircraft like the A350, which consumes less kerosene, and streamlining processes within Swiss and the Lufthansa Group. However, if external costs continue to rise, it will be difficult to maintain ticket prices long-term.
How does Swiss plan to ensure that flying doesn’t become a luxury? Premium for us doesn’t mean luxury for a few, but a reliable and high-quality product in all classes. We aim to provide a consistent premium experience on both short and long-haul flights. To achieve this, we are investing in modern cabins, innovation, sustainability, and efficient systems. At the same time, we must remain financially robust and require a competitive operating environment.
Melissa Greiter (mgr) has been with 20 Minuten since 2024. She has been a reporter in the News & Society department since February 2025.
