CLASS WARS
factor that makes Economy passengers feel part of the brand. So ever more resource is going into First and Business cabins, with wider seats, bigger TVs, showers, lounges and bars all making an appearance. SQ combatted this with the introduction of
'Suites'. Now others have followed, and as if it could not get bigger or better, Etihad now announce The Residence, effectively your own private jet within a jet. Measuring an unparalleled
125sqft, it features a living room, double bedroom, separate en-suite shower room, and, a first in the airline industry, a dedicated butler. Given the alleged price of $40K for a round trip to London one wonders if people who can afford such a ticket would
manufacturers, many of whom languished for a long time following the turmoil of the last decade, this upturn bodes well for the future. How susceptible it all is to another sudden shock
"As airlines homogenise by similar aircraft types and class differentials, the perception and brand will become more important"
not prefer to spend an additional $10K and hire a private jet. The bigger question is where this competition on quality and service will go. What will be the winning formula? Is Etihad doing the right thing with The Residence? Can suites
like SQ and Emirates be sustainable? Will European and US carriers follow suit?
Above from left: Oman Air, Etihad's The Residence and the Emirates onboard Business Class lounge
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It’s clearly all good news for passengers and especially for the onboard hospitality industry. For caterers, food suppliers, IFEC and seat
WWW.ONBOARDHOSPITALITY.COM
event we hopefully will not have to find out. But as the airlines homogenise by flying similar aircraft types to hubs and introducing similar class differentials, the brand and its perception will become more and more important. Even the LCCs are starting to take the view that it is not always about price. The move to encourage passengers to upgrade is increasing. For example, with American Airlines’ ‘Plusgrade’, quietly rolled out last November, a passenger can bid to upgrade to the next-highest class of
service on their flight. If American likes the offer, the passenger's card will automatically be charged and the upgrade confirmed. Others offer a free upgrade from J to F for a full fare or on one of two sectors. They work on the basis that 'Once experienced, never forgotten' and it works. Once you experience the full flat seat on a long haul red-eye, you can't face going back through those curtains! Who knows, we may yet see ‘Ryanair Suites’?
Where this Class War will end is anyone’s guess but meanwhile – enjoy the ride! •
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