➔ That’s all very well, but just what does it all


mean for corporate travel managers and, while we’re at it, business travellers themselves? Do they actually care? “The introduction of the Dreamliner is eagerly anticipated as it will reduce airlines’ costs on certain long haul routes,” says Lee Whiteing, HSBC’s UK travel and fleet manager. “This will hopefully translate into more competitive pricing or greater capacity and more availability.” Another UK-based corporate travel manager for


the EMEA region says excitement surrounding the launch of the A380 is likely to be roused again by the Dreamliner. “Our travellers will certainly look to see if they can get on to the A380. It has created interest, and hence flights book out early and fares are on the increase,” he says. “I see no reason that the Dreamliner will be any different. I don't think it will influence who we do business with, but it might make another supplier more attractive if they are using a different aircraft and tailor their pricing accordingly.” What is perhaps of more interest to business travellers is the product to be found onboard – an area of constant innovation and development. The Dreamliner promises a ‘revolutionary’ cabin that reduces jetlag by lowering the ‘cabin altitude’ and employing ambient LED lighting to imitate daylight or night, and the transition between them, as appropriate. In terms of actual seat concepts, launch customer ANA says its re-designed ‘Inspiration of Japan’ product brand – which enters service on the carrier’s new B777-300ER on the London- Tokyo route this October – will feature on its Dreamliners, though it remains tight-lipped on what it refers to as ‘the features of the cabins’. A cabin ‘feature’ is something we’re getting accustomed to with such auspicious launches, what with Singapore Airlines debuting private First Class Suites on its A380s, Emirates adding onboard showers and a large lounge and bar, and Lufthansa unveiling a new First Class cabin. While some airlines were stripping their aircraft


of first class cabins, the German carrier was not alone in launching a new top-end product during a difficult time for the global economy. Etihad


THE BIG TWO: HOW THEY COMPARE Airbus A380


Launch date: Launch customer:


Number in operation: Confirmed orders:


Number of customers: Seating: Range:


Top customers:


October 2007 (12 months late) Singapore Airlines 33 aircraft 234 aircraft 17 airlines


Typically 555, but up to 800 15,200km


Emirates (90) Qantas (20)


Singapore Airlines (19) Lufthansa (15) Air France (12)


Other notable customers:


British Airways (12) Virgin Atlantic (6)


Airbus A380 cabin concept


Airways revealed new First Class suites last year, while British Airways employed actress Rachel Weisz as the face of its new First Class cabin. Launched in February after investment of around £100million in its flagship brand, the carrier likens the product to an ‘intimate private jet experience’. Despite well documented financial difficulties,


BA is not standing still, says chief executive Willie Walsh. “We continue to invest in our customers and have taken delivery of the first of six Boeing 777-300ER aircraft which have all new interiors including new First, our award-winning new Club World cabin, new World Traveller and World Traveller Plus cabins.” Walsh adds, “The state-of-the-art aircraft is bigger, quieter and more fuel efficient than its predecessors and showcases the future of BA.” The carrier says its design team is already at


work on cabin designs for its batch of 24 Dreamliners and 12 A380s, indicating an interior ‘inspired by the airline’s rich heritage, but with a contemporary feel which will include environmentally driven design initiatives’. Emirates, which has a whopping 90 A380s on


order, is introducing the Super Jumbo on its Manchester-Dubai service this month, making Manchester the first ‘regional’ airport in the world to welcome the aircraft on a scheduled service – see page 38 for more details. London Stansted was also certified ‘A380 ready’ by the Civil Aviation Authority this summer, wherein lies an opportunity for other Super Jumbo users. Back at the Farnborough International Air Show, the big-spending Middle Eastern airline placed an order for an additional 30 B777-300ERs, on top of the 71 previously ordered, 53 of which are currently in service. Further signalling Emirates’ intent on rapid and large-scale growth, the airline also has an order in place for 70 A350s, an aircraft Airbus is developing that will compete directly with the Dreamliner, particularly on environmental grounds. Qatar Airways is targeting similarly quick expansion, with its fleet set to rise from 82 aircraft to 120 by 2013 and orders for more than 200 aircraft worth over US$40billion. The panel on the previous page highlights


Boeing 787 Dreamliner Q4 2010 (originally May08)


ANA - All Nippon Airways 0 aircraft


860 aircraft 50 airlines 250 to 290 15,750km ANA (55)


Qantas/Jetstar (50) Air Canada (37) Etihad (35) JAL (35)


Qatar (30)


British Airways (24) Virgin Atlantic (15)


some of the recent cabin and seat developments across the industry, but among the more intriguing to have surfaced this year are Air New Zealand’s new Economy Skycouch and Premium Economy Spaceseat, and the introduction of flatbed business class seats by a low-cost carrier, namely Malaysia's Air Asia X. While these are just the tip of the iceberg when


it comes to cabin tweaks and additions, it’s worth asking travel managers once again just what it means to them – and it’s not necessarily what the designers and cheque-signers want to hear. “In order to identify the lowest fares in the market place we have to commoditise the product,” says Keith Mullineux, EMEA travel manager at GE. “This means assuming that all airlines offer the same identical homogeneous seat and service. Carriers hate this, of course, having invested small fortunes attempting to differentiate themselves and promote their unique offerings. But our travel policy obliges


56 I THE BUSINESS TRAVEL MAGAZINE 18 I THE BUSINESS TRAVEL MAGAZINE


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