Latvian airline airBaltic is reporting positive results following the launch of its service, which allows passengers to bid for a Business Class upgrade. Launched in December 2024 in collaboration with Plusgrade, an ancillary revenue solutions provider, the service has proven highly popular. Since its launch, over 7.500 passengers have successfully bid for an upgrade, resulting in a significant increase in revenue for the airline.
Natālija Kuzmina, Head of Customer Experience and Insights at airBaltic, expressed her satisfaction with the development. She emphasized that the new upgrade service has led to a steady increase in business class passengers since its launch last year. The service offers customers more flexibility in customizing their travel experience and allows more passengers to take advantage of premium options. At the same time, it contributes positively to the airline's business development. The partnership with Plusgrade is viewed positively and will be expanded to include additional products in the future.
The process for bidding for a Business Class upgrade is straightforward. Seven days before departure, passengers on routes eligible for an upgrade will receive an invitation email. They can then submit a bid. Passengers will be notified no later than twelve hours before departure whether their bid has been accepted. Starting bids start at €60 on select routes, with higher starting prices for longer or high-demand routes. The highest demand for the upgrade service was seen on flights from Riga to Vienna, Paris, and Tallinn, with starting bids of €85, €95, and €65, respectively.