Why filling up first class isn't always an airline priority

First class has become more affordable in some markets, reducing the need for free upgrades. For example, Delta Air Lines sold 80% of its first class seats in 2023 compared to 31% in 2011 by offering more purchase options and upgrade paths.

Operational considerations also play a role. Catering resources are planned carefully to minimize waste while meeting passenger expectations. Stark points out that "on flights with limited passengers, the operational cost and complexity of making these changes might outweigh the perceived benefits of upgrading."

Lastly, keeping frequent flyer members satisfied is crucial. Changes to programs like British Airways' Executive Club have shown that elite status holders want their loyalty recognized consistently. Stark observes that "random or free upgrades...could create inconsistencies" in how rewards are perceived.

By balancing these factors, airlines aim to maintain the appeal and profitability of their first class offerings without over-relying on complimentary upgrades.