Air France, Qantas Join Premium Product Battle
Two more airlines this week detailed their new premium products for international passengers, following similar announcements this year from Lufthansa, Northwest and Virgin Atlantic. Air France and Qantas are the latest carriers to invest in an intensifying transoceanic battle for higher-yielding travelers, which centers on more comfortable, high-tech products and services that blur the line between first and business class.
Air France, opting not to move completely toward a hybrid first class/business class product in vogue at many competitors, today unveiled both a new first class and a new business class to be offered on flights to 40 percent of the carrier's long-haul destinations beginning in November. The first class cabin will offer passengers "a real bed with a proper mattress" and 50 percent more space, which requires a reduction in first class seats on affected aircraft from 12 to eight.
The new business class, according to Air France, will resemble "the classic first class environment," with a 180-degree reclining seat providing passengers with an additional 27 percent of personal space. It will be the sole premium product available to 60 percent of Air France's long-haul destinations. Both new cabins will include new audiovisual entertainment systems.
The carrier said it spent US$345 million since 2000, "despite the particularly difficult economic climate," to develop what it termed "a new concept in air travel." In addition to the new first and business class cabins, the package will include 290 new self-service kiosks, bar-coded boarding passes, telephone checkin, improved remote display screens in terminals and redesigned first and business class airport lounges featuring free Internet access and Wi-Fi service. The entire suite of Air France products and services will be phased in starting this fall, with completion scheduled for June 2005.
Down under, Qantas yesterday introduced its new international business class, sporting nearly lie-flat sleeper seats. The seats provide customers with additional privacy, comfort controls and entertainment options. They also have power outlets for laptops that do not require adapter cables and what Qantas claimed to be the world's first two-way short messaging service, though other airlines are working on two-way communications systems. The SMS system, channeled through seat-back phones, will be available in all classes.
The new business class, which cost Qantas US$261 million to develop, includes a new self-service bar and a revamped menu. The refurbishments will begin this month on the carrier's long-haul fleet and will be available on U.S. routes by next spring.