Who’s in the front of the plane? First-class demographics, travel preferences, and regional insights in Great Britain

The first-class cabin offers bigger seats, better eats, and premium price tags—but who exactly is buying these tickets? First-class fliers in Great Britain have a distinct demographic and political profile, and airline preferences compared to those flying in other classes. Data from YouGov Profiles sheds light on who’s most likely to be sitting at the front of the plane.

Married male millennial and minted: who’s sitting in first-class

To understand Great Britain’s first-class fliers, we compared Britons who have booked a first-class ticket sometime in the past 12 months to Britons who have flown but have not flown first class. First-class fliers are overwhelmingly male (81%) and mostly millennials (62%). Only one in 20 (5%) are baby boomers compared to one in four (24%) non-first-class fliers.

As expected, first-class fliers are far more likely to have a higher income. Two-thirds (66%) have an income more than 200% of the median, compared to just 25% of non-first-class fliers. If you make more than twice the average Briton, you’re likely to splurge on a seat once in a while.

Though they apparently leave their wives behind when they travel, Britons that fly first class are more likely to be married that those that don’t (68% vs. 50%) and more than twice as likely to have young children (77% vs. 30%).

Regionally, London dominates the first-class passenger list. Half (50%) of first-class fliers reside in the capital, compared to just 18% of those who don’t fly first-class. Other regions, such as Scotland (4% vs. 8%) and the South West (2% vs. 8%), are underrepresented among premium cabin travelers.

Perhaps related, first-class fliers are less likely than other fliers to own their homes (58% vs. 63%) and much more likely to rent (37% vs. 27%).

First-class cabin keeling politically to the right

First-class fliers in Great Britain show a distinct political profile compared to their counterparts in other flight classes. First-class fliers are more likely to identify with the political centre (27% vs. 21%) and to say they’re “fairly left-wing” (18% vs. 11%).

However, where they truly stand out is their commitment to the right end of the political spectrum. First-class fliers are fully seven times more likely than non-first-class fliers (21% vs. 3%) to identify as “very-right wing.”

Which airlines do first-class fliers prefer?

When booking flights, first-class fliers in Great Britain show a clear preference for premium airlines. British Airways is the top choice among this group, with 33% of first-class fliers having expressed purchase intent, compared to just 19% of non-first-class fliers. Emirates follows as the second most popular choice (20% vs. 5%), with Virgin Atlantic also performing strongly (12% vs. 2%).

First-class fliers also show a higher preference for transatlantic airlines, with United Airlines (5%) and American Airlines (5%) performing better among this group compared to their minimal traction among non-first-class fliers.

Conversely, first-class fliers are less interested in the budget airlines that are most popular with other fliers. Only 2% of those who even flew first-class once in the past year booked with easyJet in the same period. This compares to 20% of non-first-class fliers. For Jet2.com, the proportions are 2% vs. 15% of non-first-class fliers.

Taken together, YouGov data reveals a clear portrait of Britain’s first-class fliers: younger, wealthier, politically engaged, and predominantly male. Their distinct travel preferences and regional concentration, especially in London, highlight significant opportunities for luxury airlines and premium brands. Understanding these insights is crucial for marketers aiming to appeal to this lucrative and influential passenger segment, as their choices and behaviors significantly shape the premium travel landscape.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than a single limited questionnaire. Profiles data for Great Britain is nationally representative of the online population and weighted by age, gender, education, region, and social grade. Learn more about YouGov Profiles.