Bussiness
I flew both semi-private and business class for the first time in 2024—here’s why business class blew me away
I started 2024 with a bang: my first ride in a semi-private jet. The trip felt like a scene out of a luxury travel dream. No TSA lines, no crowded gates, and just a handful of passengers on a sleek aircraft. The flight was with Set Jet, a company that modeled its subscription-based approach after Planet Fitness, charging $99 a month to access affordable semi-private travel. It seemed like a revolutionary way to make private-style aviation accessible — until the company abruptly folded a few months later.
Set Jet’s closure left me wondering: Does the semi-private jet industry have a future? On paper, it’s a compelling concept. Companies like Flexjet, which focus on fractional ownership, are reporting that they see steady growth. A Flexjet rep just emailed me to say there’s been a 58% increase in demand for PJs between 2019 and 2023. She even told me Flexjet broke records this past Thanksgiving and flew more hours than ever before. Yet the wider private aviation space struggles with significant challenges. Operational costs and environmental concerns make it difficult to sustain profitability, as evidenced by Set Jet’s abrupt shutdown earlier this year and on-demand jet company Wheels Up’s working-capital deficit of $721 million. Even Blade, known for its heli-taxi services, has quietly pivoted to organ transport services to stabilize its revenue.
Still, my experience with Set Jet planted a seed of curiosity. So when I got to fly business class for the first time to Helsinki with Finnair in July, the opportunity to compare semi-private and business travel within the same year felt special. Most travelers might spend years — if not decades — between these “milestones” (if we can call them that). Experiencing both in a matter of months gave me a rare perspective on premium travel. And, as I was pleased to learn, business class certainly holds its own against private aviation, with arguably even better perks.
Set Jet’s semi-private travel experience began with a golf cart ride across the tarmac to the semi-private Challenger 850 plane.
The challenges of private jets and semi-private travel
Private and semi-private aviation cater to travelers seeking exclusivity and convenience. My Set Jet flight offered both. Boarding took minutes, and the intimate cabin felt relaxed and effortless. Passengers struck up casual conversations, and the crew offered quick, personalized service. For short-haul regional trips, the semi-private model worked beautifully.
Captain Gary Lightfoot and his copilot showed me how things run (yes, they do use all of those buttons in every flight).
But maintaining that level of service at scale is a different story. Private jets cost significantly more to operate per passenger than commercial aircraft, and semi-private companies like Set Jet often struggle to balance exclusivity with affordability.
And then there’s the environmental impact: Private jets emit far more carbon per traveler than commercial flights, a fact that’s increasingly hard to ignore.
For the majority of travelers, semi-private aviation remains an aspirational option. But as promising as it is, the financial and environmental hurdles keep it out of reach for most.
Business class is a just-as-vibey way to fly
Enter Finnair’s business class. In July, I flew direct from JFK to Helsinki on assignment as part of a press trip. The flight lasted six to seven hours, long enough for the usual aches, dehydration, and fatigue of a transatlantic journey to set in — except, because of all the creature comforts, they didn’t. I arrived refreshed and renewed, not losing a minute of my normal night’s sleep.
Relaxing with a glass of champagne in Finnair’s business class seat, enjoying the privacy and comfort that made the flight feel like a luxury retreat.
Why business class stole my heart
My experiences in both semi-private and business-class travel showed me that premium air travel comes in many forms. Semi-private jets excel at short-haul routes, offering a boutique experience for travelers who prioritize exclusivity. But for international flights, business class proves itself as the smarter, more sustainable option. Here’s why:
Lie-flat seats and easy movement
The lie-flat seat was the MVP of this flight. Long-haul travel often leaves passengers battling stiffness, back pain, and swollen legs, but Finnair’s spacious cabin allowed me to stretch out fully and move freely. I actually slept — deeply — thanks to the seat’s soft bedding and adjustable controls.
Finnair provided slippers to maximize comfort on long-haul flights. The thoughtful addition made a big difference, allowing passengers to stretch out fully in the cabin.
Thoughtful amenities
Finnair turned the cabin into a sanctuary. Cozy slippers, a plush blanket, and a soft eye mask made resting easy, while noise-canceling headphones helped create a quiet bubble. There was a charging station for all my devices, along with a media selection of shows, movies, and music. Business class passengers also received a toiletry kit with toothpaste and a biodegradable brush in a designer Marimekko bag. These small touches, along with the ability to move around the cabin, mitigated the discomforts
A beautifully plated in-flight dinner on Finnair’s business class, featuring fresh salad, warm bread, and a savory main dish that felt far from standard airplane fare.
Dining worth taking photos of
Service felt like a proper meal, not airplane food, from the lounge to the onboard dining options. Finnair’s thoughtful attendants elevated the experience, waking me gently with a warm towel before breakfast — a small touch that helped keep my circadian rhythm in check during an otherwise disorienting time change. In contrast, my semi-private Set Jet flight earlier this year leaned more snack-focused. Megan, our flight attendant, offered complimentary soft drinks, wines, beers, and cocktails alongside treats like oatmeal cookies and Pirates Booty cheddar cheese puffs. I opted for freshly cut apple slices served in a glass, which were crisp and refreshing but more casual than the multi-course dining on Finnair. Of course, this may not represent every private jet experience, but the contrast showed me how business class dining is often above and beyond.
Breakfast service in Finnair’s business class, offering a full spread with fresh bread, cheese, eggs, and bacon to fuel the start of the day.
Privacy and calm
Unlike semi-private flights, which felt more social given the resource-sharing atmosphere of fractional ownerships and flexible memberships (literally, it’s just you and 6 other people in a well-lit cabin), Finnair’s business class gave me room to retreat. The spacious layout, mood lighting, and well-designed pods let me focus on relaxing, reading, or enjoying the in-flight entertainment without interruptions.
I have more to learn about premium air travel—but I’m eager to get started
Flying business class with Finnair made me rethink premium air travel. After starting the year with a semi-private jet experience that ended with the company folding, I didn’t expect business class to wow me quite as much. But Finnair’s lie-flat seats, thoughtful amenities, and restorative dining proved that business class might be the more reliable and luxurious way to travel. The ability to rest deeply, stay hydrated, and move freely made all the difference on my direct flight to Helsinki. If the semi-private jet industry struggles to stay grounded, business class proves it’s soaring for a reason.
The author’s passion for every trip she writes about is sincere. Some experiences may be hosted, but hosting organizations have no control over articles before they’re published.
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