Can airlines still outdo each other when it comes to service? The last decade has seen a complete overhaul of business and first class products at most of the major carriers. After the 1990s, which saw the introduction of super business classes with increasingly generous space between seats - the record is currently held by Air New Zealand, Etihad and Virgin Atlantic, with more than two metres between seats - the 2000s saw the widespread introduction of seat-beds. Initially launched in first class, the seat-bed has now been extended to business class on most of the world's major airlines.<\/p>\n
Every year, five to ten carriers unveil their new products to the general public, promising even greater comfort, an even steeper seat angle and ever more refined cuisine. 2005 was no exception to the rule, with the launch of new business and first classes on China Southern, Eva Air, Malaysia Airlines and Thai Airways in Asia, Gulf Air in the Middle East, Finnair in Europe and Air Canada and Delta Air Lines in North America. And 2006 should be no exception. Scandinavian SAS has recently launched seat-beds, while Abu Dhabi's national airline, Etihad Airways, promises to offer an exceptional product when its new aircraft come into service.<\/p>\n
American airlines, financially decimated by 11 September 2001, are making up for lost time since 2005 by installing sleeper seats in business class. American Airlines has announced that it is equipping its entire fleet of Boeing 767-300s and Boeing 777s with real horizontal seat-beds. All the B767s will be reconfigured in 2006, and the B777s in 2007. The American carriers admit that in recent years they have lost market share in the high-contribution market with a product that is considered obsolete compared with the competition. \"Our passengers wanted more comfort on long-haul flights. With our seat-bed and more space for those who want to work, American Airlines will offer a world-class business class\", explains Dan Garton, executive vice-president of marketing at the airline. Details of the new product will be unveiled in July at the American Business Travel Agencies Convention in Chicago.<\/p>\n
But it is British Airways in particular that we can expect some surprises. For some twenty years now, the British airline has been a pioneer when it comes to in-flight innovation. Not only was it the first to offer a private cabin with a bed in first class, it was also the first to introduce the concept of a seat-bed in business class. The carrier will spend \u00a3100 million on the 2006 version, which is due to be presented to the general public before the end of the year. This is the biggest investment made by the British airline for five years. \"The new product incorporates the elements that have made our Club World seat-bed such a success, but will also create new standards of comfort for business travellers\", announced Willie Walsh, CEO of British Airways.<\/p>\n
In fact, this five-year rate has become the industry average, as the life of a business and first class product has shortened significantly over the last decade. New technologies are primarily responsible for this acceleration. If we take the example of individual in-flight video, the progress made in fifteen years is remarkable. In the early 90s, American Airlines and Emirates offered first-class passengers an individual video player with a catalogue of around fifty titles. Then Virgin Atlantic, British Airways and Singapore Airlines launched individual video with five or six TV channels available. Today, a carrier like Singapore Airlines offers 60 films, 104 TV programmes, 80 video games and 225 CDs on board, all on demand. For their part, Lufthansa and Emirates offer live television via satellite or even the Internet.<\/p>\n
So the race is on to offer the very latest technology, as well as the most original service. With a high-level inflight offering that is becoming increasingly standardised, airlines are having to use their imagination to assert their identity. According to studies carried out by Air France among its long-haul passengers, their expectations are focused on the quality of spaces and services. The duration of long-haul flights makes the notion of comfort on board a priority, with a real synergy between physical comfort - being well seated - and psychological comfort - feeling relaxed.<\/p>\n
Small improvements in service will not only help passengers to relax, but also make their journey more enjoyable. In particular, airlines are working on gastronomy, an essential element of the journey, as meals help to dissipate the anxiety that always lingers in the air. Many airlines offer menus concocted by top chefs. Air France, for example, has enlisted the services of Guy Martin from the Grand Velfour restaurant in Paris for its first class, and offers an \u00e0 la carte service. In business class on Austrian, Gulf Air and Lufthansa, chefs are on board to prepare dishes in real time. Singapore Airlines works with chefs from a wide range of backgrounds: Frenchman Georges Blanc, Singaporean Sam Leong, Japanese Yoshihiro Mirata and, very recently, Indian Sanjeev Kapoor. The specialities created by each of them can be ordered in advance on any long-haul flight. On SAS and especially on Alitalia, the espresso machine is a must.<\/p>\n
Other carriers are happy to offer surprises. While Virgin's massage area has disappeared, Gulf Air has introduced Sky Nannies to look after children, Asiana's stewards offer homemade cocktails and magic tricks, Austrian Airlines distributes spa kits on business flights, and Japan Airlines changes the colours of its seats and meal trays according to the season. Finally, if you can't get a massage, you can always enjoy an excellent glass of wine with your flight-mate at Virgin Atlantic's Upper Class bar.<\/p>\n
But the real battle for service has been fought on the ground. Stricter security regulations have made airport waiting times much longer. Airlines are therefore looking at exclusive areas reserved for their Premium passengers.<\/p>\n
Last year, Lufthansa created a terminal in Frankfurt dedicated solely to First class passengers. \"It was a requirement of our First passengers to be totally separated from other travellers from the moment they entered the terminal until they boarded the aircraft. We offered them this product in Frankfurt, with a private terminal and transfer to the plane by limousine. As a result, our sales on the former are up by 30 %\", explains Thierry Antinori, Vice President Passenger Services at Lufthansa. Emirate offers similar facilities, as does Qatar Airways, which is currently building a private First terminal in Doha. In Asia, Singapore Airlines and Thai have special check-in areas with concierge assistance for First passengers.<\/p>\n
Lounges have also been made more comfortable. British Airways has for several years offered a spa with massage at London Heathrow, while Malaysia Airlines has installed a gym and a bakery area in its Kuala Lumpur lounges. In terms of services, Virgin is once again excelling. Richard Branson's company has just spent \u00a311 million on a lounge comprising several areas, allowing business passengers to enjoy a haircut, sauna, solarium session or massage; relax around a pool table; watch a film, dine, enjoy a cocktail or simply relax on the terrace adorned with trees and plants. As Richard Branson commented on the opening day, \"with our new Clubhouse, I think our upper class passengers will come to the airport earlier to take full advantage of our range of services!\"<\/p>\n
The construction or expansion of airports around the world will make it possible to systematise these exclusive areas for high-contribution passengers. The redevelopment of Roissy 1 and 2 in Paris, the recent inauguration of terminal 4 in Madrid, and the forthcoming opening of terminal 5 at London Heathrow and Bangkok airport will soon mean that every passenger can enjoy the service best suited to their class of travel.<\/p>\n
However, all this luxury has consequences for passengers. In addition to the increase in average first and business class fares, it is less and less easy to get an upgrade when travelling in economy class. This is probably the price to pay for preserving a certain aura of exclusivity.<\/p>","protected":false},"excerpt":{"rendered":"
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