Marcel Fuchs, Vice President Europe, United Airlines

Why renew your business and premier products several years after most other companies?

Marcel Fuchs - We went through a long period of restructuring, lasting 38 months. And it's true that it has mobilised all our energies, and in particular forced us to maximise the number of seats in our fleet. But we are now ready, with a product in our two classes that meets the expectations of business travellers.

How did the high-contribution customers behave? Do you feel that you have lost these passengers?

M. F. - I have to say that since we announced our intention to change our product last year, we have received incredible support from our passengers. Our frequent travellers have been extremely loyal to us over the years and I'm delighted to be able to 'reward' them with a product that meets their expectations.

How did you create United's new business and first classes?

M. F. - We consulted our VIP and Gold frequent flyers to ask them what their wishes were and what type of travel experience they wanted. For example, we realised that passengers wanted an à la carte meal service, according to their own criteria. We now offer this to First Class passengers, who can eat whenever they like and start with whatever they like, such as dessert or breakfast.

What are the new technical features of your new classes?

M. F. - We are the first airline in the United States to offer a 180° reclining seat, i.e. completely horizontal, in business class. Our previous business class seat reclined 147°. We also offer a computer socket integrated into the seat, a USB key connection, an i-Pod connection and a 39 cm flat video screen. For example, our seat-bed is wider than British Airways'! In First Class, our United First Suite offers complete privacy.

What is United's investment in these products?

M. F. - A few hundred million dollars. Installing the new seats alone will have cost 170 million dollars!