How Much Would You Pay for Unlimited First-Class Upgrades?

Let's be honest: We'd all fly first class if we could.

We don't, of course. And it's not because we can't. I could charge a $12,138 first-class flight to Tokyo on any of several credit cards in my wallet, and pay it off over time. So could you. We don't, because it's a bad deal. Because even on a 12-hour flight, we can't justify paying 10 times the price of coach for a cushier seat and a nicer meal.

But what if first class were only twice as expensive as coach? What if it was just $1,000 more? Or $500? At what point does the value proposition become a compelling one?



Related: Delta’s Premium Economy, Coming in 2017. The Real Deal?

JetBlue's Mint service

, which combines aspects of business and first class, certainly raised that question. And, with prices initially offered on some flights for as little as $399 each way, it proposed an answer that many travelers were satisfied with. By all accounts, Mint has been a great success.

South Korea-based Asiana has its own answer to the question. Although its appeal is decidedly limited, it does move the conversation forward.



Offer Details



This week, Asiana introduced

Asiana First Membership

, a pass allowing subscribers to upgrade from business class to first on flights from Los Angeles, New York, and Frankfurt. The passes come in two flavors:

• A one-time pass, good for one roundtrip upgrade. Price: 700,000 Korean Won ($612)
• A one-year pass, good for unlimited upgrades. Price: 1.3 million Korean Won ($1,136)
  
  Deal or No Deal
  
  
  
  Two limiting factors here: 1) The upgrades are only offered from full-fare business tickets; 2) they're only available on select flights.
  
  It's a decent deal, for those who'd normally be paying for business class and fly regularly on the designated routes. But it's hardly disruptive, the way JetBlue's Mint was.
  
  On a more hopeful note, it is, perhaps, a marketing move that will trigger competitive responses from other airlines. Or at least get them thinking about ways to make first class more accessible to more consumers.
  
  A small step, in the right direction.
  
  
  
  Reader Reality Check
  
  
  
  How much extra are you willing to pay to upgrade to first class?