Inside the swish new Swiss Boeing 777-300ER

By David Flynn, January 29 2016
Inside the swish new Swiss Boeing 777-300ER

The new year is off to a stylish start with Swiss taking delivery of its first Boeing 777-300ER, which touched down at Zurich Airport today after its inaugural flight from the Boeing 777 factory north of Seattle.

With five sister aircraft to follow by August, and then three more during 2017-18, the long-range Boeings will replace Swiss' older gas-guzzling Airbus A340s on routes to Hong Kong, Bangkok and Los Angeles, plus some flights to San Francisco, São Paulo and Tel Aviv.

The Boeing 777-300ER features all-new first class suites and business class seats shaped by leading design house PriestmanGoode as a natural evolution of Swiss' award-winning cabins – but with more space, more storage and greater privacy.

The colour palette throughout the cabin has been updated to richer, more sophisticated tones, while keeping very much on-brand for that unmistakeable Swiss look and feel – even in the entrance to the Boeing 777, which is a little more like a reception area.

"We took inspiration from Switzerland’s design and craft heritage, as well as Swiss’ own brand identity, including the airline’s headquarters and flagship lounges in Zurich" says Nigel Goode, Co-Founding Director of PriestmanGoode.

"The resulting cabins are luxurious, elegant and timeless with a lightness of touch, precise craftsmanship and attention to detail that embody the Swiss brand.”

Swiss Boeing 777-300ER First Class

Eight spacious private first class suites are nestled into the nose of the Boeing 777.

Each exudes a warm 'colour and materials' palette of browns, greys and accents of European oak wood, while soft walls, woven fabric bulkheads and curtain screens help dampen noise in the cabin.

There's a 50% increase in personal storage compared with the previous first class seat, including dedicated storage for amenities.

Luxe touches such as a 32 inch video screen, reading lamp and cocktail table surface with integrated lighting – plus electrically-adjustable blinds if you're at a window seat – help turn each suite into your own inflight haven.

Each passenger has their own personal wardrobe, with a sliding door which creates a partition between the seat and the aisle to offer greater privacy.

Swiss Boeing 777-300ER Business Class

The 62 business class seats represent a measured evolution of the current and highly-regarded design rather than a radical make-over.

New features include headphone hangers and straps for storing tablets and magazines, along with more personal stowage.

The business class cabin continue to boast a handful of those single 'throne' seats flanked by a pair of imposing side tables – ideal for the solo traveller.

Read more: Swiss business class 'throne' still rules on the Boeing 777-300ER

For comparison, here's the current-gen Swiss business class: still superb, but now something a little less so...

As you'd expect, each seat converts into a fully flat bed that's over two metres long.

Also planned for premium passengers are 'more individual services' on board and in the lounges.

Swiss Boeing 777-300ER Economy Class

Travellers down the back of the bus can visit a self-service kiosk stocked with drinks and snacks.

The 270 economy seats each have a large touchscreen monitor plus USB sockets.

Inflight Internet – and phone calls, too

All passengers will have access to a new satellite Internet service, with prices ranging from 9 Swiss Francs (A$12.60) for 20MB through to 39 Swiss Francs (A$54.60) for 120MB.

Swiss will also allow calls to be made direct from your smartphone using special 'pico-cells' fitted to the aircraft which mimic the mobile network your phone would see on the ground.

However, the airline – sensitive to a possibly backlash against yappy seatmates – says this arrangement is being trialled for 12 months and calls will be blocked during the overnight period of any flight.

Read more: Swiss trials inflight phone calls on its Boeing 777

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David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.

WOW! This First Class puts Swiss at the top of the line in Europe again. Takes the same stylish design from the A330-300 and improves on that! 

The only complaint I would have is that they have opted for Business Class seats in 1-2-1 and 2-2-2 layout. Would have been better to have a 1-2-1 layout as in Etihad Business Class on the 777-300ER or Qantas Business Suite on the A330. That would have blown me away and Swiss would be my new favourite... But oh well - their First Class is definitely awesome, and combined with the sensational catering and decent ground services, Swiss is upping their game. 

Bet on 1st Destination: Hong Kong, Singapore, or Sao Paulo

02 Mar 2013

Total posts 32

I like that they have occasional pairs of 2 seats down one side of the cabin. I makes it much nicer to travel with someone. The trend for all aisle access business class means you pretty much wave goodbye to your partner at the door and see them again on landing. Fair enough when I'm travelling alone I'd prefer the privacy but this cabin config gives a choice, even if the dividers between the seats are a little limiting. 

Qantas - Qantas Frequent Flyer

09 Sep 2013

Total posts 187

I'm with you. Does that make us both 'old folkys'?....

10 Jul 2015

Total posts 1

"damned noise" tee hee hee 

Qantas - Qantas Frequent Flyer

06 Nov 2014

Total posts 361

The other problem I can see is the 10 abreast in economy. This and the 9 abreast in 787 seem to be the trend now, while first and business are getting better and better yet economy is getting worse and worse. 

12 Jun 2013

Total posts 738

Don't worry, you can always get 30% more room by paying twice as much for premium economy!

(Well, not on Swiss, but anyway...)

08 Oct 2011

Total posts 52

I fully agree 10-abreast Y class in B777 is a no-no and a big turn-off for me.  Even with the future new B777X, the seats are still too narrow.  The cabin should be at least 20' wide like B747 to put in 10 abreast.

Qantas - QFF Platinum

20 Mar 2012

Total posts 212

ME3 - First class cabin design, take note.

12 Jun 2013

Total posts 738

"Poverty-stricken! How am I supposed to know I'm rich if I don't have gold and jewels within direct line of sight at all times?" - Emirates chief designer

American Airlines - AAdvantage

13 Jul 2015

Total posts 277

In Fairness, Etihad is on top of their game in the stylishness department already. 


12 Apr 2013

Total posts 1484

I flows with AY in their new business that pretty much the same as Swiss one and I favor this configuration among all others. If you wish sit alone and look through window there are seats available, if you travel with companion a pair available also. Seats near window feel very private like mini-suite and I love that extra table – you truly need foldable one only for dinning.

Qantas - Qantas Frequent Flyer

21 Mar 2013

Total posts 134

I did really like the 2-4-2 of the current LX Y cabin. Fingers crossed the new IFE system doesn't have the current feature which makes it crash every 20 minutes!


Qantas - Qantas Frequent Flyer

17 Jan 2012

Total posts 171

It is interesting to note the partition/cabin doors to the First Class cabin.  This is new I think, I have not seen any other airline with a proper sectioning off of a section apart from curtains in the aisle/doorway.  I have always wondered why airlines haven't done this earlier.

12 Feb 2014

Total posts 230

The other thing I notice is how that sliding door/partition doubles as a cupboard for your suit and shoes. Very clever design!

Qantas - Qantas Frequent Flyer

29 Jul 2013

Total posts 207

Agree this is a great idea! QF should look at this for the divider behind row 5 on its A380. It's always unfortunate only having 5A, 5F or 5K to choose from.

undertheradar Banned
undertheradar Banned

28 Oct 2011

Total posts 654

totally inpractical to have a sliding/solid door at the back of QF a380 First, as the First galley is located behind First cabin, so cabin crew (and pax who visit the galley inflight) need to use/pass thru this area way more often,.and the associated noise with opening/closing a sliding door as opposed to a curtain, would be more.... the 'doors' behind Swiss First will have minimal inflight 'traffic'. Note that there still are curtains at the front of the Swiss First cabin....that's because the First galley is located at the front of  the 777, and is utilized at a greater frequency than the area behind seperating First and Business cabins

Qantas - Qantas Frequent Flyer

10 Sep 2012

Total posts 32

Great looking updates! I have to say I thought I might experience the new A330 First offering last month out of SFO but I mistook the fact that they fly their A340's from SFO to ZRH..boy what a disappointment. To be honest the seats were deceivingly comfortably but ZERO privacy (to the point where I was on a window seat and I was so 'exposed' to the inside row person that I felt I should introduce myself!! haha)

Hope the 777 comes in sooner than later to the SFO route! ;)

United Airlines - Mileage Plus

12 Sep 2011

Total posts 338

Thats LX A340   Cant even get a "new" 777 (years old aircraft type despite new manufacture) fro mHKG-ZRH   on the day I need to fly  - The A330 on LX F seems the best The box/prison you are enclosing yourself in on the 777  is very Schweeetzer

Poor Swiss! They are so lucky Lufthansa took them over after 2 consecutive bankruptcies! They retianed their own management  - we only fly LX now becasue they are the last in Lufthansa Gruppe to fly widebodies to/from Israel  Ach the days of the 747 from FRA-TLV/vv  and the A340-600 from MUC-TLV vv


13 Jun 2015

Total posts 140

I liked the Swiss B77W because this aircraft also has a kiosk where they provide some snacks for free. Cool! I might try some snacks one day inside a kiosk onboard a plane soon! 

Qantas - Qantas Frequent Flyer

20 Jan 2015

Total posts 36

I love the sharp edges on the first class suite! also the door for privacy 

Qantas - Qantas Frequent Flyer

20 Jan 2015

Total posts 36

I love the sharp edges on the first class suite! also the door for privacy 


14 Jun 2013

Total posts 353

Fantastic, a real 'leap forward' for SWISS especially in first class. Love the clever way the wardrobe becomes a partition!

Qantas - Qantas Frequent Flyer

29 Jul 2013

Total posts 207

Love the look of the new First Class, seriously upmarket and so refined! Emirates could learn a thing or two from Swiss!

Qantas - Qantas Frequent Flyer

21 Aug 2014

Total posts 504

It's more than two things that EK needs to learn

Qantas - Qantas Frequent Flyer

31 Aug 2012

Total posts 214

Those working in call centres may feel at home flying in Business on Swiss!

The overview here has all the charm of a call centre from 20 years ago!

Qantas - Qantas Frequent Flyer

09 Sep 2013

Total posts 187

David - if there are 8 first class and 62 business seats, what are the 10 blue seats that are located between the two cabins?


regards as always


24 Apr 2012

Total posts 2482

Those are part of the 62 business class seats.

I think the design is great. The First Class is very slick and tasteful with a great storage concept.

The Vantage seats give most passengers direct aisle access, quite a bit of storage and a fully flat bed. Too bad that the table assembly makes sociability a lot harder... but that's the only real drawback.

Economy, however, is a problem (the self-serve kiosk is nice though!). SWISS has a premium reputation, and we all know there are many travellers who will accept ultra-crushy seats just to get somewhere, so I guess mostly 10-abreast was something they had to do in order to compete with the ME3.

But surely a Premium Economy section would be possible... Lufthansa have one so why can't a high-end airline like SWISS? Or maybe even an "Economy Plus" section with 9-abreast seats and a touch more legroom?


Qantas - Qantas Frequent Flyer

21 Mar 2013

Total posts 134

The Swiss, although wealthy, are very thrifty. I'd say this was a major factor in the decisionfor nixing PE and goinf 10-abreast. They're a clever, well thought out airline. If someone wants PE, they can still do a Lufty or SQ codeshare.

Air New Zealand - Airpoints

08 Aug 2014

Total posts 39

I think I said this before. It looks like an OFFICE! An Ikea office. The last frickin thing I want if I am travelling in supposed comfort is to be surrounded by an office ambience. And I would be even more miffed if I shelled out the dollars for the trip to have to travel in such a cold and characterless environment. And all the sharp edges and corners! In a plane - think about it.... So, NOT comfy-feeling. Not plush. What were they thinking?


13 Nov 2015

Total posts 49

I have flown both ANA and JAL F with their similiar cubicle layout. While it's nice for privacy it does feel hemmed in.  Contrast the new LX cubicle design with Air France's F cabin. I prefer the feel, look of Air France's.  It's much more elegant; the feel of the space, light, the clean and appealing colour palette trumps the privacy that the cubicles give.


07 Apr 2016

Total posts 4

I'm flying on the new SWISS 777-300 from ZRH to HKG on the 4th of May and I am really looking forward to the new offering. I have seat 14A "Throne Seat" reserved at the moment however considdering changing to seat 7A at the front of the main Business class cabin. Would this seat be too close to the gally/toilets for an overnight flight?

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