With luxury airline cabins reaching the limits of physical expansion, the industry is pivoting from lavish hardware to hyper-personalized, emotionally resonant experiences. Airlines are now investing in adaptive technology and human-centered design to differentiate premium travel, focusing on customization and wellness to create a truly bespoke journey in the sky.

In the secluded peaks of Hokkaido, Snøhetta is crafting 〈NOT A HOTEL RUSUTSU〉, a luxury retreat that transcends conventional hospitality. Explore how this architectural masterpiece blends sustainability, sensory experience, and the grandeur of nature.