Is it time to rethink what entry-level really means?

In a world where five-star hotels are designing 86-square-foot rooms with mohair headboards and marble bathrooms, and where airlines are testing Bluetooth-enabled, lumbar-approved economy seats for 20-hour flights—maybe it's time to rethink what entry-level really means.

Two headlines this week signal a shared shift across travel sectors:

• In The Times, Emirates President Sir Tim Clark called out the airline industry for neglecting economy class since the 1990s—urging renewed investment as ultra-long-haul flights become the norm.

• In The Wall Street Journal, a new wave of “shoebox” rooms in luxury hotels was profiled—compact but carefully crafted spaces, designed for solo travelers without sacrificing style or comfort.

At first glance, they’re unrelated. But look closer and they tell the same story:

Small doesn’t have to mean second-rate.
Done right, it can mean just-right.

What’s Happening?

• Hotels are treating tiny rooms as editorial design moments: think full-sized beds in corner alcoves, plush textiles, and under-bed storage—all at a slightly lower rate.
  
  
• Airlines like Qantas are reimagining economy for long-haul comfort: more legroom, better tech, and serious attention to ergonomics.

But across both industries, legacy brands still treat the base tier as a downgrade—not a design challenge.

Why It Matters

With more travelers going solo, staying shorter, or flying farther:

• The bottom tier is now a first impression.
• Design, comfort, and tech expectations are rising across the board.
• "Affordable" can’t mean "forgettable" anymore.

So, What Now?

It’s time for brands—especially those in service-driven, experience-first sectors—to ask:

• What if your smallest rooms, most basic seats, or entry-level services weren’t stripped back—but crafted?

• What if economy was seen not as a limitation, but as a design brief?

After all, if luxury can shrink the footprint without shrinking the experience, why can’t everyone else? Interested in making it a reality? Let's chat.