On 9 October 2025, Swiss International Air Lines (LX) welcomed its first Airbus A350-900. The aircraft, bearing registration HB-IFA, flew in from Airbus’s Toulouse (TLS – Toulouse Blagnac Airport) facility and landed at 15:25 local time. In doing so, SWISS has embarked in a new era in long-haul operations: after all the Airbus A350-900 used by Singapore airlines flies 18 hours and 7 minutes to cover a distance of 9,537 miles between Singapore Changi Airport (SIN) and John F. Kennedy International Airport (JFK). The same aircraft type is also used in the longest one-stop flight.
The new A350-900 welcomed by SWISS is painted in a striking “Wanderlust” special livery and joins the SWISS long-haul fleet as its flagship. The aircraft type is also set to debut the “SWISS Senses” cabin concept, promising a refined and more personal travel experience across First, Business, Premium Economy, and Economy classes.
When SWISS announced plans to expand the Premium Economy cabin on its Airbus A350, Chief Commercial Officer Tamur Goudarzi Pour said the change was part of the airline’s broader strategy to strengthen its premium positioning.
The airline planned to increase the number of Premium Economy seats in response to strong passenger demand for the cabin. At the same time, SWISS intended to retain First Class across its entire long-haul fleet, a feature it highlighted as a key differentiator among major European airlines.
The combination of an expanded Premium Economy offering and a consistent First Class product is intended to reinforce SWISS’ position as a premium long-haul carrier in the European market. The introduction of 38 premium economy seats on SWISS’ A350-900 is distinctly greater than the ones offered in other long-haul aircraft of the carrier.
Introducing the new SWISS senses experience in its A350-900
The “SWISS Senses” cabin marks a paradigm shift in SWISS long-haul service. The concept integrates elemts such as:
- Custom ambient lighting, with “warm subdued shades of colour such as Bordeaux, anthracite and beige give a feeling of warmth.” It also has “Human Centric Lighting”, a revised lighting concept that helps passengers to reduce the effects of jet lag across all classes.
- More ergonomic seating
- Tailored service components such as new SWISS First amenity kits and pajamas, signature scent Alpine Valley, and the renewed bedding in SWISS Economy, SWISS Premium Economy and SWISS Business.
SWISS is also set to offer a variety of food choices, with menu including regional dishes from various Swiss cantons, reflecting national diversity. Signature little chocolates are also given at the end of every flight, enhancing passenger experience.
SWISS Chief Commercial Officer Heike Birlenbach said the airline’s new SWISS Senses cabin is designed to raise the level of comfort and personalization across the onboard experience. The concept focuses on providing passengers with more space, a calmer cabin environment and greater control over elements such as lighting, seating and inflight service.
The airline considers the Airbus A350 a key part of this premium experience, combining newer cabin technology with SWISS’ emphasis on attentive and personalized service. The SWISS Senses concept is intended to reflect a modern interpretation of Swiss hospitality while maintaining a focus on understated design and comfort.
SWISS said the development of its new amenities involved consideration of details that passengers encounter throughout the journey, including the atmosphere and scent of the cabin, as well as the cosmetic products provided onboard. The airline is also planning to introduce individual seat-temperature controls for SWISS First and SWISS Business passengers.
The carrier has further emphasized improvements to the inflight entertainment experience across all cabins, including Economy. SWISS describes the overall concept as a combination of design, technology and employee expertise intended to create a more consistent and personalized passenger experience.
It has been expected that the carrier will initially operate the aircraft on short-haul European routes, before expanding its operations into longer ones.
SWISS CEO Jens Fehlinger focused on the significance of the Airbus A350 joining the airline’s fleet rather than detailing the routes on which the aircraft would initially operate. He described the arrival as an important milestone in the carrier’s long-haul fleet modernization strategy.
Fehlinger said the A350 represents a new phase for SWISS, combining greater operational efficiency with newer technology and an upgraded passenger experience. The aircraft also aligns with the airline’s broader positioning as a premium carrier based in Switzerland.
The introduction of the A350 is expected to deliver improvements across several areas, including technology, environmental performance and onboard comfort. For SWISS, the aircraft marks a substantial step toward modernizing its long-haul operations while strengthening the overall passenger experience.
What livery has SWISS chosen for its A350-900?
The first A350-900 of SWISS will have a livery that was completed by an artist called Frédéric Siegel, who is well known illustrator and animator. The livery will be called ‘SWISS Wanderlust’, and the airline claims that the HB-IFA has been transformed into “the world’s first-ever flying art gallery” According to the carrier, the Wanderlust livery is “our yearning to travel, discover and explore the wider world“.
The special livery is:
- a potpourri of imposing structures and famous landmarks
- motifs of traditional arts and sports events, with each picture a “facet of SWISS’s home country to tell the story of its places, its people and their culture“.
SWISS is also offering passengers the chance to win prizes through an interactive augmented reality experience linked to the aircraft’s special livery. The airline said the illustrations featured on the A350 can be explored through AR, allowing users to uncover additional details hidden within the design.
The interactive SWISS Treasure Hunt lets participants search for hidden elements, complete puzzles and explore the various illustrations incorporated into the aircraft’s exterior. Those who successfully take part will have the opportunity to win prizes, with the main reward being a round-trip Business Class journey for two on SWISS’ new Airbus A350.
The campaign therefore extends the special livery beyond its visual appeal, using augmented reality to create an additional digital experience for passengers and aviation enthusiasts.
