Air Canada Rebrands Business Class As "Signature Class"

Nina Slawek, Open Jaw

Air Canada has rebranded its international business class service for North American routes, introducing a new Air Canada Signature Service that is designed to provide “an enhanced and seamless end-to-end travel experience for customers flying in Air Canada Signature Class,” the premium cabin of its wide-body aircraft.

Available 17APR for international customers and, starting 1JUN on select flights within North America, the new service makes Air Canada the first North American airline to offer aircraft with lie-flat seats for premium customers on select non-stop, transcontinental flights within Canada and to the U.S., including overnight daily flights from Vancouver, Los Angeles and San Francisco to Toronto. 

“People love the lie flat seats when going to Europe or Asia because you can fully recline and get a good sleep, now we are making this available within North America on a consistent basis on the longest routes,” Air Canada spokesman Peter Fitzgerald said. “We believe this will be very popular with business people who will be able to sleep in our lie flats while travelling overnight in North America.”

With the new Signature Service, customers will receive priority service throughout, including access to the airport concierge services, expedited check-in and security clearance, priority baggage handling and preferential boarding. Customers will also have access to the Maple Leaf Lounge and, for eligible customers travelling to international destinations from Toronto-Pearson, access to the exclusive Air Canada Signature Suite, which features à la carte restaurant dining from a menu created by Canadian chef David Hawksworth.

"Our new Air Canada Signature Service and Air Canada Signature Class brands reflect the ongoing refinements to our premium travel service. We know our premium customers travelling on longer flight itineraries place a high value on convenience and comfort when in airports or onboard an aircraft, and with Air Canada Signature Service we provide a level of service unsurpassed in North America on every widebody flight," said Benjamin Smith, president of passenger airlines, Air Canada.

"Customers travelling Air Canada Signature Class on international itineraries and, beginning in June, on select transcontinental flights within North America, will receive seamless Air Canada Signature Service. They will enjoy added amenities throughout their journey, from curbside-to-curbside and at all points in between."

Available on all Air Canada international flights and come June, on select transcontinental flights within North America, Air Canada Signature Service will be available on select transborder and domestic Canadian transcontinental flights when operated with Boeing 787 Dreamliner, Boeing 777, Boeing 767 and Airbus A330 aircraft. This includes routes between Toronto and the cities of Los Angeles, San Francisco, Vancouver, and between Vancouver and the cities of New York-Newark and Montreal. 

Other highlights of the new service include:

  • Updated onboard menu items from chef David Hawksworth, including for the first time on flights serving lunch and dinner in North America Air Canada Signature Class starting 1JUN, and a South Asian menu by chef Vikram Vij on flights to Mumbai and New Delhi, complemented by an expanded wine selection;
  • For transcontinental travellers, enhanced wine and spirits, and the added option of espresso and cappuccino served with dessert or a new cheese selection, while for international travellers Air Canada will now offer Laurent-Perrier champagne;
  • For international travellers, enhanced amenity kits by Want Les Essentiels, with premium care products by vitruvi;
  • Mattress pads to enhance the sleep experience;
  • At Air Canada's Toronto-Pearson global hub, full fare Air Canada Signature Class customers departing on international flights will have access to the Air Canada Signature Suite;
  • For full fare premium cabin customers originating in Toronto-Pearson or arriving at Toronto-Pearson originating from a domestic flight with onward international travel, Air Canada will also provide Air Canada Valet Service, powered by BMW, starting later in 2018.


















Nina Slawek

Nina Slawek President

The visionary co-founder of Open Jaw, Nina handles everything at OJ from the purse-strings to the talented but eccentric staff. She is frequently spotted hobnobbing with industry leaders and making glamorous appearances in the Open Jaw TV Room.

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