Margie T Logarta surveys the latest Business Class products found on major carriers based in Asia-Pacific. The products featured, travellers should take note, may not yet be installed currently on all aircraft, but are set for a progressive roll out.
Two of the three airlines in the world that own an Airbus A380 fly out of this region: Singapore Airlines (six aircraft for now) and Qantas (just one aircraft, but with more on the way). This shows that passengers in these parts are used to cutting-edge innovation. While the business outlook for 2009 remains dim, aviation players have refused to succumb to the doldrums and have been doing their utmost to stir sluggish traffic with value promotions and fuel surcharge reductions. It has become a buyers’ market indeed in these past turbulent weeks.
For more on the airlines featured here and in Part 1 of this report, which appeared in our November issue, we invite you to visit www.seatplans.com, a new product from our company Panacea Publishing that continues to be a work-in-progress. In it, we feature not only cabin layouts, but also no-holds-barred consumer blogs. Do write in, there is space waiting to be filled. Let the airlines hear what you have to say.
Air China
A US$90 million upgrading programme is resulting in the roll out of a full three-class configuration product on several routes such as Beijing-London, Beijing-New York, Beijing-Frankfurt and Shanghai-Frankfurt. First Class, known as “Forbidden Pavilion”, has the fully lie-flat seats. Business Class (left), dubbed as “Capital Pavilion”, comes with 21-inch seats that extend. These also feature multisystem power sockets for laptops and other electronic gadgets, mood lighting control and an entertainment system stocked with several DVD titles.
Air New Zealand
Air New Zealand’s (ANZ) Business Premier Class makes use of the herringbone layout, first seen on Virgin Atlantic. (It bought the licence to build its own version from VS.) Seat features echo the original, from the ability to recline even during take off, the leather armchair with separate ottoman footrest accommodating a visitor, the seat that converts into a bed and lots of storage space. What makes the offering different, as ANZ will quickly point out, is it’s found on a number of routes where Virgin Atlantic doesn’t operate and is enhanced by Kiwi warmth and a cuisine featuring the produce of a bountiful land.
Asiana Airlines
The carrier’s next-generation aircraft, the Boeing B777 and Airbus A330 feature the new Premier Business Class. Angled lie-flat, it comes with individual privacy partitions, mirror-equipped overhead bins, AVOD, internet access and power ports among other conveniences. The inflight dining experience has received a shot in the arm with the introduction of a bar section and a cappuccino and expresso service.
In the coming months, these innovations will be successively installed on Asiana’s B777, A330 and B747-400 aircraft.
Cathay Pacific
The much talked-about new Business Class seat (comments appeared in Letters of our November issue as well as in this issue and the Forum section of Businesstraveller.asia) is gradually being rolled out in CX’s various aircraft. From the start, it elicited strong reaction and whipped up debate among passengers, who either described it as “claustrophobic” or found nothing wrong with it. But whether CX executives will modify a product that they insist has undergone “rigorous ergonomic testing” remains to be seen. The public awaits developments.
Controversy aside, the “little things” that the airline is famous for – which add up to an enjoyable travel experience – are all available: the subtle mood lighting, a bigger and highly flexible 17-inch TV monitor, increased AVOD selections, a noise-cancelling headset, easier access to personal items and stylishly presented gourmet meals.
Jet Airways
Jet Airways, which has branded its Business Class product as Premiere Class, follows the popular herringbone configuration. Before converting into a fully lie-flat bed, the seat serves as a “flying office”, equipped with an oversized table, laptop power, telephony and SMS among other features.
Proudly India-based, the airline naturally specialises in Indian cuisine that includes a wide variety of vegetarian selections to whet up the appetites of this often-neglected market. International options are likewise available, along with vintage French champagnes and other varietals. The bar nook is a thoughtful touch, especially when loaded with snacks and juices.
Japan Airlines
Passengers on Japan Airlines’ (JAL) new Boeing B777-300 aircraft, flying between Tokyo and New York and San Francisco have been experiencing the JAL Shell Flat Neo Seat in its Executive Class Seasons, along with corresponding amenities. The product will be introduced on the Tokyo-Chicago and Tokyo-Los Angeles routes in April 2009.
Compared with the previous JAL Shell Flat Seat, the new seat reclines further to an angle of 171º and its seat pitch and width have both been increased. Other improvements include the 15.4-inch personal TV screen, increased stowage space for spectacles, slippers, a water bottle and magazines. To stave off air boredom, the walls of the cabin will feature “Sky Gallery”, a photographic exhibition that will change throughout the year. It’s located near the self-service bar counter.
Malaysia Airlines
The airline believes service for its premium passengers really starts on the ground, and the Regional Golden Lounge at the Kuala Lumpur International Airport, launched in April and positioned as an oasis in the midst of a frenetic transport hub, is proof of that conviction. Besides a buffet, full bar and a prayer room, massage therapies and grooming services are available for premium guests.
In the air, it is no different and the new angled lie-flat beds, ensconced in a privacy shell with a five-inch slide-out isolating divider, provide an equally relaxing experience. A simple push of the button sets off the recline, headrest and legrest extension, as well as the massage function in the lumbar area. A snack bar entices passengers to stretch their legs during the flight, while going to forage for treats.
Philippine Airlines
After emerging from financial rehabilitation last year, Philippine Airlines (PAL) is now focusing on modernising its fleet, further enhancing products, services and systems and pushing into new markets.
Aircraft refurbishment is being conducted at the cost of US$7.18 million, involving PAL’s long-range, wide-bodied aircraft – four Boeing B747s and four Airbus A340-300s – that will eventually see the bi-class layout replace the tri-class layout.
Narrowly missing being held back by the recent Boeing machinists’ strike, the first PAL jumbo jet came from out of a makeover, equipped with “cocoon seats” in its Mabuhay Business Class supplied by German manufacturer Recaro. The deep blue seats with silver highlights feature programmable position controls, a LED reading light, oversized tray, bottle holder and 15.4-inch TV monitor.
Other innovations include the Thales i5000 IFE system and “One by One” inflight meal service, which tries to replicate the fine-dining experience.
Qantas
The world’s second oldest airline just took delivery of aviation’s newest commercial marvel, the Airbus A380. First Class is located on the lower deck, while Business Class, situated on the upper deck, has the novel perk of a private lounge, featuring leather sofas, a self-service bar, various types of reading material and a large video monitor with laptop connectivity. Ideal for meetings that won’t wait for you to hit the ground.
Design maverick Marc Newson, who created Qantas’ original Skybed Business sleeper seat in 2003, was also responsible for the A380 Skybed (as well as the tableware together with Peter Morrissey). Now longer and fully flat, it is equipped with ergonomically enhanced cushioning, larger in-arm entertainment screen and storage options (such as the one found in the seat back) that accommodate a laptop, shoes and personal items. Multiple reading lights create a comfortable environment for work and leisure-time activities.
Singapore Airlines
Everyone has aisle access on the Airbus A340-500, featuring the all-Business Class service between Singapore and New York and Los Angeles as well as on the star of SIA’s fleet, the A380-800. Once stretched out, the seat-bed product measures 193cm in length and 76.5cm in width, enabling passengers to sleep in natural positions as they would in their own beds. When upright, it becomes a smart office (the upholstery is made of leather in mocha and caramel tones), equipped with a height adjustable table, two well-positioned reading lights, in-seat laptop power supply, USB ports, 15.4-inch wide-screen LCD monitor and a range of office applications available on the IFE KrisWorld, which by using a thumbdrive, customers can access their photos, MP3 songs and PDF files. Stowage space is generous and fits gloves, spectacles, reading materials and cabin baggage, and there’s even a personal vanity mirror provided for freshening up before touchdown.
