Asia/Pacific Carriers Revamping Business Class Cabins

Despite an ongoing slump in travel demand, some Asia/Pacific airlines are improving their business class cabins in bids to attract higher-yielding passengers and shore up revenue shortfalls. Meanwhile, American and Northwest airlines are tweaking their international premium class products.

Japan Airlines, Qantas Airways and Singapore Airlines each recently introduced new business cabin products or are in the process of developing them for their long-haul aircraft. In all three cases, the new products include sleeper seats and improved inflight entertainment systems.

"The two-class airlines caused this trend to happen," said John McGhee, Japan Airlines vice president of passenger marketing in the Americas. "Continental's BusinessFirst and Delta's BusinessElite, for example, ratcheted up business class products. From a competitive standpoint, we wanted to make sure we elevated beyond that level."

JAL's refreshed business class, dubbed Executive Class—Seasons, features new sleeper seats offering 62 inches of pitch, a 170-degree recline, 23.5 inches of width when armrests are folded down in bed mode and a shell-design for maximum privacy. It also includes an upgraded personal entertainment system with 10.4-inch monitors—a four-inch expansion over the Skyluxe seats introduced six years ago—and on-demand audio/video options. Beginning this fall, it also will install power ports.

The improved Executive Class already is available on select flights between Tokyo and London and gradually will be deployed on a total of 16 aircraft serving other long-haul international routes in the coming months. JAL in October will begin offering the new seats on flights to New York.

The carrier's main competitor, All Nippon Airways, also is seeking to improve inflight services and amenities. As part of its Corporate Strategy Plan for the current and upcoming fiscal years, the carrier said it is examining "introduction of new international service featuring seats that are comfortable and advanced, providing a high quality cabin environment."

Meanwhile, Singapore Airlines' first Space Bed-equipped aircraft in June began serving the Singapore-London route, followed last month by the North American launch on the Singapore-Las Vegas route. The lie-flat Space Bed is the centerpiece of the carrier's revamped Raffles business class and designed specifically for business travelers. It includes an updated entertainment system featuring 10.4-inch monitors with on-demand audio and video selections.

"We are on the threshold of another major development in the long-haul travel experience," said senior vice president of commercial Michael Tan. "SIA's Raffles Class is about to get bigger and better, attaining a quantum leap in spaciousness, comfort and privacy."

The $100 million project will progress throughout the coming year as Space Beds are installed on Singapore's 45 Boeing 747s and 777s serving medium- and long-haul destinations.

"The Space Bed is a really important tool in attracting corporate clients," said a carrier official. "After Sept. 11, economy class loads rebounded, but the premium class loads tended to lag, so we have been looking at ways of enhancing the product."

Down under, Australian carrier Qantas is in the midst of a A$300 million (US$166 million) relaunch of its international business class, including installation of new seats that convert to beds. The seats will be six-and-a-half inches in length and 25 inches in width when fully reclined and also will add privacy, new storage areas, power outlets that eliminate the need for adapters and a 10.4-inch video monitor. Additional business class amenities include a self-service bar area and private airport checkin facilities.

"The design process followed extensive research involving our business customers who told us they wanted a seat that converted into a bed for sleeping but also offered the maximum level of comfort as an armchair, dining chair and work chair," said CEO Geoff Dixon.

To make room for the larger seats, Qantas is removing 15 seats per plan from its business class cabin. The first new seats will be introduced in the first half of next year on the London and Hong Kong runs.

Meanwhile, Qantas this spring opened a new flagship Qantas Club at the Sydney International Terminal. The facility, which Qantas claims is the largest in the southern hemisphere, can accommodate 500 business class and 150 first class travelers. The carrier also recently has opened or is developing new international lounge facilities at several of its airport stations.

Qantas' Oneworld alliance partner and fellow Asia/Pacific carrier Cathay Pacific continues to deploy its revamped business class product aboard long-haul aircraft. Like Qantas, Cathay's business class seat converts to a nearly flat bed.

Oneworld anchor British Airways said its business class Club World, featuring "truly flat" beds, is performing well. "British Airways continues to gain marketshare in the premium cabin," said David Noyes, British Airways executive vice president of North America sales and marketing.

Meanwhile, Thai Airways last year announced an ongoing two-year plan to improve first and business class seats and inflight entertainment systems on its B747s, B777s and Airbus 330s. The project was budgeted for $100 million.

Stateside, Northwest Airlines' new World Business Class seat will measure six feet, seven inches long and recline 180 degrees. The product also includes privacy canopies, a 10.4-inch video screen—touted as the largest of any major U.S. carrier—and several other amenities. Northwest plans to introduce the seat within a year on Airbus 330 aircraft serving certain transatlantic markets. An official said the long-term plan is to install the new seats on the entire international fleet of Boeing 747s, but no timetable has been set.

Meanwhile, American Airlines is reconfiguring its international Boeing 777s and 767s. The fleet of 49 B767s in particular, which will be used on certain European and Latin American routes, will have a total of 30 business class seats with 60-inches of pitch but no longer will offer a first class product. The two-class configuration has become popular with many airlines serving transoceanic routes. The B777s will retain a three-class configuration.