p46-50 ttg_lux_feature_air Wint09 27/11/09 14:21 Page 46
A CLASSY
BUSINESS
The economic recovery may be getting under way, but
leisure travellers looking for luxury can still reap the
benefits of falling business passenger numbers, while
2010 will continue to see some exciting products
launched. Gary Noakes reports
A
s 2009 comes to a front cabin, but it is not producing the
close, both the trade and consumers may yield we would like.”
reflect that in terms of buying discounted Translated, this means average
premium fares, they never had it so good. premium fares have come down because
This year saw, for example, British Airways airlines are filling some business seats with
doing a two-for-one offer in Club World. leisure travellers. They do this via stealth,
Those offers will be fewer as the recovery offering reduced fares based on restricted
continues, but the good news for premium tariffs, such as those demanding a
leisure travellers is that during the Saturday night stay, which will not appeal
recession, airlines like BA have learned to to business travellers.
place more value on them. What these cut-price leisure travellers
“With the tough times on the corporate are finding in the front cabin is getting
side, we are really looking to the leisure ever more impressive. Carriers backed by
market and in particular to the premium oil-rich Gulf governments and with a more
leisure market,” said Simon Brooks, BA’s international passenger profile are less
head of consumer sales. BA’s switch of affected by the recession and some, like
emphasis has meant new routes to Las Etihad, are upgrading their luxury cabins,
Vegas, Montego Bay, Punta Cana, the seeing the downturn as a good time to grab
Maldives and Sharm El Sheikh. customers from other airlines.
And business-class sales by BA and Etihad has begun a $70 million revamp
others to stimulate the premium market of first class, replacing seats fitted only
have delighted tour operators in 2009. three years ago and following Emirates,
“Some rates have been not that much more Singapore Airlines and Jet Airways in
than you would pay for premium offering enclosed “suites” with sliding
economy,” said David Kevan, Western doors. These are already in operation on
& Oriental’s group head of product. two of the thrice-daily Heathrow-Abu
Dhabi flights. It allows dining for up to four
Yield day people in the middle seats and features a
Clockwise from top left:
All carriers continue to report pressure on well-appointed changing room.
Virgin lounge, Heathrow;
rates in the premium classes. Continental A new luxury option is appearing this
Business-class seat on
Airlines sales month with Oman Air’s roll out of new
Qatar Airways’ Boeing
777-200 Long Range;
director Bob Airbus A330s on the Heathrow-Muscat
the Qantas First lounge
Schumacher route (see box, p48). These include the
in Sydney, desgned by
says: “We still airline’s debut first-class cabin, with six
Marc Newson; Singapore
have high Mini Suites and a lounge area.
46
Airlines’ first-class suite;
demand in the Oman Air has gone all-out for
Iberia Business Plus
featurepremiumair
winter 09 ttgluxury.com
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