Starlux Airlines, the Taipei-based boutique carrier, may be new to most U.S. travelers, but it has lofty ambitions to become a powerhouse across the Pacific.
With a long-awaited Los Angeles service that started in late April, it’s laying the groundwork for those goals. The airline hoped to expand to the U.S. shortly after launching in 2020, but the pandemic had other plans. This route is a major milestone for the airline—and a boon for travelers seeking an elevated in-flight experience to Taipei and beyond. “Our Los Angeles destination marks the achievement of our goal for a trans-Pacific network,” Starlux CEO Glenn Chai said in a media event to commemorate the route.
Founded as a company in 2018 with its first intra-Asia flight in January 2020, by all measures, Starlux is a startup. However, it has some serious credentials in the space. Starlux’s founder, Chang Kuo-wei is the former chairman of EVA Air, a well-regarded carrier also based in Taipei.
In a world of newer, no-frills carriers—such as Tokyo-based ZipAir or Oslo-based Norse Atlantic—Kuo-wei’s Starlux is bucking the trend. The carrier bills itself as a luxury airline, even throwing around the phrase “the Emirates of Asia.” For this inaugural flight from Los Angeles to Taipei, I got a taste of what that actually meant.
Here’s what you can expect onboard Starlux Airlines in long-haul business class.
A Succession-style origin story—and a new U.S. partner
Not only is founder Kuo-wei the former chairman of EVA, but he’s also an esteemed pilot who holds the rank of captain for the Airbus A350 aircraft. (In fact, Kuo-wei was in the cockpit for the Starlux inaugural flight from Taipei to Los Angeles.)
Starlux’s origin story as a luxury-focused airline is a fascinating one, with a Succession-style struggle for power that led to its creation. Aviation runs in the family; Kuo-wei’s late father, Chang Yung-far, is the founder of EVA. When Yung-far passed in 2016, a family battle erupted, pushing Kuo-wei out of the company. A mere two years later, Starlux was born. While Kuo-wei says that Starlux isn’t an airline created out of revenge, the narrative is certainly compelling.
As a newer carrier, Starlux isn’t part of any major airline alliance (executives say that isn’t in the cards anytime soon). However, a partnership with Alaska Airlines was launched, in conjunction with the new Los Angeles service.
Once fully implemented later this summer, Alaska and Starlux passengers can book connecting flights on a single ticket. For loyalty program aficionados, Alaska miles will soon be able to be redeemed on Starlux-operated flights. More specifically, Starlux’s Los Angeles-to-Taipei route will start at 60,000 Alaska miles for a one-way business-class seat.
A tech-forward (and decadent) onboard experience
The new Los Angeles-to-Taipei route is flown on Starlux’s four-cabin Airbus A350-900, featuring four seats in first class, 26 in business, 36 in premium economy, and 240 in economy. Both first and business are arranged in a reverse herringbone layout, with seats angled away from the aisle.
For the 14-hour journey to Taipei, I was seated in 4D, a center seat in the middle of the business cabin. Every seat has all-aisle access and a suite door, with a “halo” feature at the top of the pod for an elevated sense of seclusion. The “Elements” suite, manufactured by Collins Aerospace, is brand new to the market. It features a larger footwell, more storage, and advanced tech compared to its predecessor, the “Super Diamond” seat, found on airlines like British Airways and American Airlines.
All the latest tech was at my fingertips, including USB-C charging, a wireless charging pad, and a 4K, 24-inch screen with Bluetooth capabilities. (Yes, it’s possible to connect AirPods to watch a movie onboard.) There’s also a massager and unique “Zero-G” seat function that cradles passengers, adjusting the seat to have their chest and feet in alignment, with the intended goal of reducing fatigue on long-haul journeys.
While Wi-Fi is available (and complimentary for first and business-class passengers), it wasn’t operational on the inaugural flight from LAX. Also, a notable omission is the lack of an exterior camera, commonly offered for viewing through the in-flight entertainment screen on other airlines that fly the Airbus A350.
Starlux is the first Airbus A350 operator to have auto-dimmable windows, a feature commonly seen on the Boeing 787 Dreamliner. However, I found them to be a bit form-over-function as it took nearly half a minute to completely dim or brighten them. (At that point, you may as well just offer a manual shade.)
In another first, Starlux operates a “New Production Standard” plane delivered from Airbus, with the overall passenger compartment four inches wider than previous A350s. That may not seem like much, but every inch counts for onboard comfort. While on some airlines that may mean squeezing in another seat per row, Starlux has opted to keep nine-abreast seating (3-3-3 configuration) in economy.
At the very front of the aircraft is first class, but instead of a separate, dedicated cabin, it’s akin to a “business class plus” experience. However, there are several improvements over business, including a 60-inch wall (vs. 48-inch wall), a 32-inch 4K screen (vs. a 24-inch 4K screen), along with a personal wardrobe closet and minibar. Of note, first-class passengers also get access to PS, a private luxury airport terminal serving commercial flights at LAX.
High-end details and refined service
Starlux’s precise attention to detail sets the carrier apart from others—down to the airline-branded toilet paper. Meanwhile, the cabin ambiance is futuristic and avant-garde without sacrificing a sense of warmth and coziness.
Those stepping onboard Starlux for the very first time, like myself, are sure to notice a few elements immediately. The earth-toned interior, with matte golds and brushed aluminums, was created in partnership with BMW Designworks. Three of the cabin’s walls feature unique, rotating artwork, brought to life by micro-LED technology. However, it was the carrier’s signature scent that’s pumped throughout the cabin, "Home in The Air," formulated by Taiwanese perfumer, P. Seven, that first got my attention.
While Starlux touts its catering partnerships, many of the offerings—like dishes created by Michelin-starred chef Lam Ming Kin—are only available for departures from Taipei. Nevertheless, from Los Angeles, my chilled shrimp and mango salad appetizer was fresh as could be, and the beef tenderloin main was cooked to a perfect medium rare, an impressive feat when served at 35,000 feet. During meal service, each course was individually plated, with the crew exerting a level of precision that can only come from rigorous training. (Many of the crew were poached from world-class carriers like EVA, Cathay Pacific, Emirates, etc.)
The provided pajamas, mattress pad, and slippers are plush, and with plenty of feet and leg space under the console, it was even possible to sleep on my side for a full, uninterrupted six hours.
What’s next for the airline
The airline’s Los Angeles-to-Taipei service ramps up from five weekly flights to daily this June. According to Starlux Chief Strategy Officer Simon Liu, nonstop service from San Francisco is on the horizon by year’s end. From there, the plan is to launch one new U.S. route per year, as part of a concerted push into long-haul travel. For travelers who haven’t heard of Starlux, well, that’s likely to change soon.