It’s that time of year when Christmas videos from aviation companies around the world come out. We are keeping our ears to the ground to seek out the most inspirational, humorous and heartwarming. Keep coming back to see our updates.

WestJet

WestJet has produced another tear-jerker video this year which celebrates the charitable efforts of their staff, this time, giving the residents of Fort Murray who suffered from a recent forest fire, a celebratory night and free flights, as well as very special baubles parachuted in from the sky.

Air New Zealand

Air New Zealand, cleverly, and with great humour manages to show how the traditional christmas songs don’t represent the southern hemisphere. It’s use of Ronan Keating and Julian Dennison also manages to cleverly connect southern and northern hemispheres and appeal to passengers across the airlines extensive global route network.

Heathrow Airport

Heathrow Airport has recently entered the UK christmas advert market with a rather emotionally driven video that showcases two elderly bears arriving in London. Already amassing over 4million views, the charming advert comes in after the second anniversary of T2. Perhaps missed a trick by connecting the storyline to an elderly Paddington Bear (perhaps due to BA’s recent launch to deepest-darkest Peru from rival London Gatwick.)

 Stay tuned for more Christmas videos as the season commences. 

Help keep TheDesignAir advert free by making a small donation. You can help us by making a donation via PayPal.

Air France may be proving themselves as an excellent European airline for connecting passengers, with some of the shortest and most seamless connections in their hub Charles De Gaulle, but the investment into improving the passenger experience runs much deeper than the infrastructure that’s being developed behind the scenes.

While AirFrance’s flagship lounge ‘The Park’ in the Halle M certainly impresses with its space and features such as the Clarins Spa, the other lounges are catching up fast. The latest addition to the family of lounges is the brand new space is situated in terminal 2G. Air France has invested in a large scale product, expanding its new lounge surface area by five times. The new lounge located close to the boarding gates has been completely redesigned and spans730 sq. m.

The embrace of new technology is at the core of the lounge. On arrival passengers can either proceed to the interactive kiosks to make the most of their time in complete autonomy, or contact one of the available Air France agents. Equipped with a tablet, the agents are ready to help customers and offer a personalised response to their requests.

It’s not all just about gadgets though. Generously sized sofas, spacious and comfortable seats, designer cushions make for a cosier and warmer setting. Lighting, furniture and tables give customers a spontaneous feeling of being at home. These touches of luxury and comfort are also visible in the shower area featuring spa products and services. Finally, the Haussmann-inspired decoration adds the final touch of Parisian chic to the overall feel of this lounge.

In the same vein, this new lounge offers a new Parisian brasserie-style dining area, with metal lace partitions decorated with the Air France Accent logo pattern. The redesigned traditional bench seat encloses this chic and gourmet brasserie.

It has an open kitchen and the dishes, both hot and cold, are always freshly prepared. For customers who are in a hurry, a coffee bar area, in partnership with Illy, offers a selection of fast food-type snacks. Starting in May 2017, in front of customers, a baker will prepare an entire new range of pastries and other classic French delicacies, presented fresh out of the oven.

“Air France is committed to the move upmarket of its products and services. It was capital for our lounges to accompany these developments, notably on medium-haul routes where customers spend as much time at the airport as on the flight.”

“This has been achieved with this modern and efficient lounge for our customers, offering them fast and easy access, a generous and comfortable space and a selection of fresh dishes. This premium lounge, reflecting our French Touch, is a considerable asset for Air France compared with our competitors”, stated Franck Terner, CEO of Air France.

EL AL was never really seen as a design-led airline, but as we showcased recently, the carrier has recently pushed itself firmly in the right direction. The reveal of the 787-9 product which will be taking to the skies soon demonstrates EL AL’s determination to be taken seriously.

Working with EL AL, London based PriestmanGoode was brought onboard to update the airline’s livery, brand identity for each class and new aircraft cabin interiors including Business Class, Premium Economy – which is new to the airline – Economy Class as well as entrance areas and galleys. The new designs will be rolled out across the airline’s new fleet of Boeing Dreamliner aircraft.

“This is the first time that EL AL has invested so heavily in design, which is testament to its commitment to its customers, and to the value of design in creating outstanding passenger experiences. Israel is a dynamic and inspiring country, something that is reflected throughout its physical landscape as much as through its people. Collaborating with EL AL’s internal team on this project has been an incredibly rewarding process.” said Nigel Goode, director at PriestmanGoode.

The livery for EL AL’s fleet of B787-9 is a modern update on the airline’s existing livery. This has the advantage of ensuring a consistent look throughout the airline’s entire fleet, whilst also making sure certain elements stand out.

The Star of David now appears larger, with its proportion in regards to the lines on the tailfin a true reflection of Israel’s national flag.

Diamonds can be seen everywhere now, both inside the cabin and outside. A ribbon across the fuselage extends the lines from the tailfin. Imbued within this ribbon are highlights and lowlights in the new feature diamond pattern. “This gives the livery an enhanced sense of movement and flow,” state PriestmanGoode. The EL AL logo has also been resized to be a bold addition to the front of the aircraft.

The airline can be forgiven for introducing a sea of blue seats, after all the carrier’s only real brand colour, is blue. Complementing the blue, the designers have injected the dark grey to add sophistication to the cabin.

New custom designed 3D brand logos feature on wall panels in each class. These include EL AL’s name in English and in Hebrew. Separate colours have been used to ensure that each language stands out on its own. The new brand logos are made in brushed metal, providing a sense of quality and attention to detail. Bespoke fabrics, décor finishes and branding details run across the entire cabin, to ensure the sense of quality is felt from Business, through Premium Economy and in Economy class.

In a bold move, the airline has opted for Recaro seats across the three cabins. In a world first, the airline has opted for Recaro’s CL6710 seat (a seat design by Acumen and Recaro’s design in-house teams).

Priestmangoode has turned the Business Class cabin around to include rich tones of champagne, chocolate and wood creating an inviting onboard environment. Features of the Business Class cabin include 32 seats all offering aisle access. The beds are 78”long, with a standard 21” seat width and a handsome 29” living space.

As most design firms manage to customise the hard product, PriestmanGoode worked with Recaro to create custom elements to increase personal stowage. The seat features a 16” LCD Panasonic screen, custom branding and trim and finish, a richly textured boucle yarn seat covers in elegant grey with hints of blue. The seat covers feature a bespoke heat pressed stitching detail to reflect the diamond pattern in the cabin and power sockets & USB for charging personal devices

In premium economy, a first for El Al, 28 seats in a 2 x 3 x 2 configuration feature textured boucle yarn seat covers in dark blue with subtle hints of grey, stone accents on seat boxing, and taupe leather headrests embossed with a diamond pattern.

The seat play home to a personal cocktail tray, 38” pitch and 19” seat width and enhanced personal storage on the back of each seat including magazine storage, personal device storage and bottle storage.

This has the benefit of giving the passenger more personal space and an uncluttered environment. As for entertainment, there’s a 13″ touch screen LCD IFE Panasonic screen and a power socket & USB for charging personal devices.

In economy, which is laid out in the standard 3 x 3 x 3 configuration, PriestmanGoode designed a completely new product with a youthful, tech driven look and feel. This is reflected in the custom trim and finish, which features a technical weave that mirrors the diamond pattern found throughout the rest of the aircraft.

Features of the Economy Class cabin include dark blue fabric seats with light blue seat boxing and warm taupe leather headrests. The technical fabric covers feature a diamond pattern stitch detail in a rich metallic blue. The economy specs are fairly standard, offering a 31” pitch and 5″ recline. Seats also feature 12” touch screens and USB charging points for personal devices.

The first of 16 Boeing Dreamliner 787’s, the world`s most advanced aircraft, will join EL AL’s renewed fleet in August 2017. Starting in September, the Dreamliner will operate flights to Europe and at the end of October will be gradually integrated into EL AL’s long-haul destinations in North America and the Far East.

Salmon and ricotta tortellini. October, November and December 2017

As from 1st October for three months, the triple Michelin-starred chef Arnaud Lallement will be joining the Air France team. For the first time on board La Première (The carrier’s first class cabin), he will create two new starters and seven new main dishes to delight and surprise its passengers.

Langoustine and fish quenelle. November and December 2017

“Becoming a chef was a childhood dream for Arnaud Lallement. Nothing strange for a boy whose father owned a restaurant near Reims, L’Assiette Champenoise. Very early on, the young chef started doing all he could to fulfil this ambition: an apprenticeship with the best chefs crowned by winning the title of chef of the year and 3 stars in the Michelin Guide. And all this before he was 40,” states Air France.

Fillet of quail with foie gras. October and December 2017

“The chef’s secret? Refined and uncomplicated cuisine. No frills. Arnaud Lallement cooks in the same way as he lives his life: concentrating on what’s important to be completely authentic.”

Lamb fillet with baby vegetables. October and December 2017

Through his cooperation with Air France and Servair, lovers of refined dishes will have the opportunity to taste these culinary delights from October until the end of December 2017. On the menu, customers will find classics from L ‘Assiette Champenoise, such as the royal langoustine and farmhouse pigeon, as well as dishes especially concocted for the occasion such as potato gnocchi with black tru es and white wine sauce.

Farmhouse poultry with turnips. October 2017

Catering is one of Air France’s most famous offerings. Those travelling in La Première on Air France means enjoying the expertise of some of the world’s most famous chefs. The company (together with the Servair Culinary Studio chaired by Joël Robuchon) already has worked with the likes of Michel Roth, Anne-Sophie Pic, Guy Martin and now Arnaud Lallement.

Farmhouse pigeon pie. November 2017

The Big Picture

If you’ve travelled or are about to travel on Qatar Airways this month, you might find yourself handed a pink amenity kit. These special limited edition kits are now being offered to Qatar Airways’ First and Business Class passengers to mark the airline’s continuing support for Breast Cancer Awareness Month.

Continuing on Qatar Airways existing relationship with luggage brand Bric’s, Qatar Airways carefully chose a new shade of pink called ‘Rose Pompadour’, a shade created in France in 1757 at the famous Sèvres porcelain facility. Inside the kits will be a specially created card urging customers to Think Pink! and encouraging them to support the fight against breast cancer.

Qatar Airways Senior Vice President Marketing and Corporate Communications, Ms. Salam Al Shawa, said: “Qatar Airways is a very strong supporter of Breast Cancer Awareness Month and all the incredibly hard work that goes into research and development to help beat breast cancer. We hope these very special and limited edition pink BRIC’S luxury amenity kits for our male and female passengers flying long-haul in First Class and Business Class will help demonstrate our ongoing commitment to raising awareness of breast cancer, and show our support for those affected by it.”

Qatar Airways, like many other carriers (including Delta, American and United) has long supported Breast Cancer Awareness month with the airline’s staff playing their part to help beat the disease. As well as being encouraged to wear pink during Breast Cancer Awareness Month, many Qatar Airways employees will be taking part in a number of initiatives to alert staff to the dangers of the disease and generate funds towards fighting breast cancer. These include various workshops and awareness-raising lectures designed to raise awareness of the importance of self-assessment and early diagnosis.

Taking a leaf out of Etihad’s book, Singapore Airlines has launched a breathtaking brand new vision for their A380s including new First, Business, Premium Economy and Economy products, showcasing how for SIA, the A380 is certainly still an important part of the carrier’s future.

Riding on the theme of “Space made personal, experience the difference”, the new cabin offerings provide more space and privacy in all classes, featuring intimate and bespoke elements designed especially for the Singapore Airlines customer. The new products will enter service next month on the first of five new A380 aircraft entering the fleet. Retrofit work will also take place on 14 existing aircraft, to ensure product consistency across the Airline’s entire A380 fleet.

“The significant investment that we are making with the introduction of new cabin products demonstrates our commitment to continued investment in products and services, our long-term approach to ensure we retain our leadership position, and our confidence in the future of premium full-service air travel,” said SIA CEO Mr Goh Choon Phong.

“The new cabin products are the culmination of four years of work, involving extensive customer research and close partnerships with our designers and suppliers. We are confident that the results will genuinely ‘wow’ our customers, and ensure that we continue to provide them an unparalleled travel experience.”

Spearheading the new look aircraft, is Singapore Airlines’ Signature Suites. The new Singapore Airlines A380 will be configured with 471 seats in four classes, featuring six of these reimagined Suites and 78 Business Class seats on the upper deck, as well as 44 Premium Economy Class seats and 343 Economy Class seats on the main deck.

The Suites

Following plenty of design cues from rival luxury airline Etihad, Singapore Airlines has moved their First Class Suites upstairs, taking advantage of a single aisle, to provide even more space for their passengers. Behind an artistically-designed sliding door is a suite featuring a separate full-flat bed with adjustable recline and plush leather chair, enabling customers to lounge comfortably in the chair or rest in bed without the need to convert the bed from a sitting position.

For couples travelling together, the beds in the first two Suites of each aisle can be converted to form a double bed. When not in use, the bed can be stowed completely, creating even more personal space within each Suite. This is an added upgrade to Etihad’s comparable suites, which only partly connect and don’t completely stow, only creating a small bench instead.

Each seat is upholstered by world-renowned Poltrona Frau in fine leather, and is fully adjustable using an electronic control side panel which can accommodate a variety of sitting and lounging positions. The swivel capability of the chair (between 135 and 270 degrees) with recline up to 45 degrees provides added flexibility for dining and relaxation.

Each Suite, designed by Pierrejean Design Studio and manufactured by Zodiac Seats UK, also has a 32-inch full HD monitor that can swivel for the different viewing angles in seat and bed modes, a full-sized personal wardrobe, customised handbag stowage compartment, amenity box lined with soft leather, specially designed carpet and a feature wall with mood lighting – all exquisitely crafted to give a touch of luxury and intimacy.

The exclusivity of the Suites cabin is further accentuated by its two stylishly-furnished lavatories, one of which has a sit-down vanity counter.

Business Class

Designed by JPA Design and manufactured for Singapore Airlines by JAMCO Corporation of Japan, the interior of the Business Class cabin reflects the current 777-300ER business class product, also designed by the UK design studio. This version however features a selection of “soothing and classy” leather and fabrics, in addition to lightweight carbon composite materials giving it a much more futuristic look. It’s the main real competitor to Qatar’s new QSuite, and whilst not offering full privacy, the addition of real double beds will be the real attraction for the premium business class market.

Measuring 25 inches in width, the Business Class seat, which has two side wings for better back support, reclines directly into a comfortable full-flat bed (78 inches). Customers may also stretch out fully in a ‘sun-deck’ position to watch movies on the 18-inch high definition touch-screen monitor. The Business Class seat is upholstered by Poltrona Frau as well.

A larger back shell on every seat creates a cocoon-like feel for more privacy while the centre divider can be fully lowered to form double beds, making the two centre seats an ideal choice for customers such as families travelling together.

A unique feature of the new Business Class seat is that it has a carbon fibre composite shell structure, as compared to conventional aircraft seats which use metal as the primary support structure. This thinner base structure allows for better optimisation of the seat and creates more under-seat stowage space to accommodate a full-sized cabin bag and laptop bag or handbag.

Seats in the Business Class cabin are arranged in a forward-facing, four-abreast (1-2-1) configuration that offers all customers direct access to the aisle.

Other features include a business panel equipped with USB ports and in-seat power, reading lights with adjustable brightness level, mood lighting, enlarged dining table designed for flexibility in dining positions, as well as stowage space for personal amenities with a thoughtful design that puts everything within easy reach.

Premium Economy

Premium Economy Class is practically the same product currently found on the 777, both designed by JPA Design and manufactured by ZIM Flugsitz GmbH. Each seat is 19.5 inches wide, with eight-inch recline and seat pitch of 38 inches. “Customers will be treated to an enhanced in-flight entertainment experience with the provision of active noise-cancelling headphones and a sleek 13.3-inch full HD monitor,” states the press release.

Other features include a full leather finishing, calf-rest and foot-bar for every seat, individual in-seat power supply, two USB ports, personal in-seat reading light, cocktail table, and more stowage space for personal items.

Economy Class

The Economy Class seat, designed and built by RECARO, offers more space and greater comfort through an improved design. Leveraging on advanced technology and ergonomics, seats offer more legroom and back support, with a six-way adjustable headrest with foldable wings. The Economy Class seat also features a more contemporary fabric seat cover design.

An 11.1-inch touch-screen monitor eliminates the need for handsets and offers more convenience to customers who wish to catch the latest movies on KrisWorld, Singapore Airlines’ award-winning in-flight entertainment system.

Other features include a patented non-intrusive reading light installed underneath the seatback screen, personal storage space for small personal items, a coat hook, in-seat power supply and ergonomically designed footrest with adjustable positions.

Flight: KA361
Aircraft Type: A330-300
Class: Business Class
Route: DPS-HKG
Date: November 2017

www.cathapacific.com

We are big fans of Cathay Pacific at TheDesignAir, that’s no real secret. We love the carriers ground product, with wealth of stylish lounges and super easy to navigate home base of Hong Kong International Airport, but Cathay Dragon, the now-aligned sister carrier always seemed in the shadow of its international sibling. It was time to give this airline a ride and see what synergies could be found between the two business class products.

On the Ground

On entering Bali’s Denpasar Airport, you are immediately greeted by a wonderful fusion of old and new architecture. Behind the impressive brickwork facade lies a modern terminal that is expansive and spacious.

To the left of the terminal building is Cathay’s check-in area. Both Cathay Pacific and Cathay Dragon share the same desks and it was great to see the new signage had made it to the airline’s outstations.

The check in was fairly quiet, partly due to the recent Volcanic activity that had sadly kept the visiting tourists away during our trip. This meant checking in at the Business Class counter happened in a mere few minutes, and our boarding passes were given all the way to our final destination, Gatwick.

After collecting the boarding passes we made our way through security, which again was incredibly quick. As we were running a little bit behind schedule, we didn’t manage to visit the lounge, however, passengers are able to access the Premier Lounge in DPS, which is shared amongst quite a few airlines. On passing by, it seemed busy, but a perfect place to relax for a short while before boarding.

The gate was situated next to the main duty free shopping area, so within just a few minutes of checking in we were at the gate where we only waited for 5 minutes before general boarding was announced.

We were pleased to see yet more of the Cathay Dragon signage at play here, with a distinct lane for Business and Marco Polo Club members who gained priority boarding. Boarding commenced early, and we were one of the first to make our way to the aircraft.

Just like in Hong Kong, Cathay Dragon uses two jet bridges, with the first door purely for Business Class passengers. It was a shame to see a Clipart style sign used here, but this was airport signage rather than Cathay’s choice. It was remarkable to notice this after such clean signage and branding throughout the rest of the passenger experience up to this point.

The Cabin

The Cathay Dragon cabin is virtually indistinguishable from Cathay Pacific’s regional Business Class. The seats, arranged in a 2 x 2 x 2 configuration, are identical and even on the back wall, there is the same, familiar Cathay artwork.

In fact, at this point, if we hadn’t purposefully got a glance of the livery, there is no way of telling whether you were on a Cathay Pacific plane or Cathay Dragon, but that is completely what the airline has been working hard to create over the past few years. Two carriers with parallels and synergies.

The only true difference during the boarding process could be found in two small but distinguishable details. The cabin crew were wearing a more modern, bolder uniform, which were distinctly black and red. They were noticeably younger than the Cathay Pacific crews we had flown with in the past, however, this could have been just a coincidence. The other difference was in the signature welcome drink, a juice topped with a dried flower.

The drink was delightful, and certainly refreshing after enduring 35 degree humidity through the journey to the airport. The drink was rapidly finished and quickly replaced with something a little more sparkly.

The Seat

As already mentioned, the seat is no different from Cathay Pacific’s regional business class. They are incredibly comfortable for a long day flight, but being cradle-type, they aren’t that practical for a sleep.

The seats offer a wealth of legroom and the calf support cushion is a lovely touch, found on every seat in the cabin. Our suggestion is if you are travelling together, it doesn’t really matter where you sit, but for those travelling alone, the centre pair of seats is perfect as each offers aisle-access.

The seats were starting to show their age with a few scuffs here and there, but were sturdy in construction, and everything was working perfectly throughout the flight. Situated in the arm rest is a TV controller, and under the arm rest was as a powerpoint, and the easy-to-use seat controls.

These seats offer a nifty tray table design, which sits just below the IFE screen. The table can be filled out and act as a simple drinks tray, or totally unfold and be brought toward the passenger to act as a large dining table.

Between the seats is also a USB charging port and small pockets to hold your mobile phone. Interestingly they don’t fit anything larger than the usual iPhone size gadget, and our iPhone 7 Plus wouldn’t fit, so when charging our devices, we had to leave the device on the arm rest, with the cord cutting across the window passengers egress.

There was ample recline, and certainly enough to get comfortable, and the footwells carved into the seat in front meant for plenty of legroom too.

The Food

Considering this was a 4 hour regional flight, the food on offer was pretty good, as we have come to expect of Cathay Pacific and Cathay Dragon. Sadly, the presentation isn’t as impressive as some other carriers, and the likes of Garuda Indonesia have set an incredibly high bar for inflight catering.

That said, the service was impeccable, and shortly after service we were offered a wealth of drinks and some warm nuts while dinner was prepared.

To start, there was a pan seared salmon and scallop dish with a seasonal salad. The salmon was a little tough, but incredibly tasty, and the scallop was insanely good.

There were a choice of dishes for the main course, however, the grilled beef tenderloin which was advertised had been replaced by another dish. We opted for the Indonesian chicken rending with rice cakes.

While the presentation wasn’t super amazing, the taste was incredible, a common comment on Cathay’s dining options.

There was also a sautéed garlic seafood dish with egg fried rice and mixed vegetables that was equally as tasty. During the entire dining service, our drinks were constantly topped up without even asking.

After the main dinner service, Cathay’s signature selection of Häagen-Dazs ice creams was offered, which was the perfect accompaniment to a selection of inflight movies that kept us amused for the rest of the flight.

The Entertainment

Cathay Pacific and Cathay Dragon both share “Studio” their inflight entertainment system which is filled with great movie and TV selections along with music and games.

In the business class cabin, a fairly large and responsive touchscreen makes for easy navigation, although it does mean having to lean forward to control. For those wanting to lie back, there is also the slightly-harder-to-use remote control in the arm rest.

Cathay Dragon also features its own magazine, Silkroad, which has a similar design and editorial treatment to Cathay Pacific’s Discovery but focusses more on Cathay Dragon’s distinct regional route network.

The Extras

Being a shorter regional flight, there weren’t many extras on offer, such as amenity kits, but the toilets were well stocked with supplies should a passenger need anything. The hand towels, welcome drinks, large noise-cancelling headphones and newspapers on offer were all welcome additions. The pillows were huge, comfortable and the offering of blankets through the flight were also well received for those acclimatising from the tropical heat of Bali.

In Conclusion

Cathay Dragon and Cathay Pacific are virtually indistinguishable now, which is both a blessing and a curse. There is little reason to complain, as the service level is exceptional, and no different to what we have come to expect from Cathay Pacific. The food is very tasty and filling, although presentation could be better, and free-flowing drinks means that all passengers were comfortable throughout the 4 hour flight.

But apart from a uniform and a few other small elements, it would have been nice to see other service touches to act as differentiation between the two carriers. We know that slippers and a tea service are offered on the intra-Chinese routes, but it would have been nice to see this too on the Bali flight. This is small detail however, on what was a faultless flight, and yet another example of why we enjoy flying with Cathay so much.

The Big Picture

While many airlines in the world vie to be the biggest, there are a few smaller airlines that are certainly fighting to be the best. We take a look at 10 airlines under 10 million passengers per annum that are doing something special in 2018 that – we think – might just be worth getting on board with.

1. Hong Kong Airlines

While the airline might have established itself in its local market, Hong Kong Airlines might not be the first name that springs to mind when thinking of flying long-haul into Asia. However, the airline has expanded pretty quickly over the past 12 months, launching routes to the likes of San Francisco, Los Angeles, Moscow, and soon to be announced, London. With fully-flat beds in business class, and route-specific gourmet menus from the likes of Chris Cosentino, this airline caters for a younger crowd than its legacy rival Cathay Pacific, and with cheaper fares too, this airline is certainly worth booking a flight with. If you can splash the cash, and opt for Business Class, make sure to give yourself plenty of time to enjoy the Club Autus lounge in Hongkers too.

2. Air Italy

Unless you’ve been devoid of an internet connection lately, you’ll probably heard of Qatar Airways new sister airline Air Italy. The airline, taking over from Meridiana is a new brand, and while it might have a questionable livery, the airline has decided to take all the best bits from the Qatar Airways model and bring them to life with a truly Italian twist. Think Qatar Airways flatbed seats, new routes to the likes of Miami, New York and Delhi and fresh pasta dishes a plenty. While Alitalia continues to remodel itself, this smaller, more dynamic airline could quickly rise up the ranks, with a powerhouse like Qatar Airways behind it.

3. Aigle Azur

Well known in the French market, this airline, which predominantly flew to destinations in Northern Africa with a short-haul fleet, however, enter Brazilian-American David Neeleman of Azul and JetBlue fame in late 2017, and next thing we know, the airline is expanding with three ex-Air Berlin A330 aircraft, and a new long-haul route network including Beijing and home town Sao Paulo (no surprises there!) The new A330s feature Air Berlin’s fully flat bed cabins, as well as ridiculously low fares. This is certainly an affordable way to fly long haul.

4. Oman Air

The smaller sibling to the Middle Eastern giants, this carrier certainly shouldn’t be overlooked. This boutique carrier offers an incredible product in all classes and the addition of the new 787-9, joining the fleet imminently, also offers a brand new First Class product. Unlike the other major players in the Gulf, Oman Air gives passengers more attention, a better product, and a brand new terminal in Muscat which elevates the passenger experience for those connecting through the region.

5. FlyDubai

Sticking in the Middle East, FlyDubai, with its recent strategic alliance with Emirates, has seen itself venture from a start-up Low Cost Carrier to a regional carrier with a very smart product. To ensure a better tie-up with the passenger experience with Emirates, the smaller carrier, utilising 737 Max aircraft, now offers passengers in business class fully-flat beds just like those found in JetBlue’s Mint cabin. Now if only they could sort out their somewhat questionable uniforms…

6. Fiji Airways

Now the chances are you probably think you would be unlikely to fly with Fiji Airways unless you were headed there on your honeymoon, however the carrier also offers pretty nifty one-stop connections across the pacific too. The inflight product certainly is boutique, and the business class cabin in neutral tones of white, cream and tan is super smart and the airline has won best livery with us in the past too, but the best news is the fact the airline has relaunched its lounge in Nadi, meaning any stop over is now in total comfort and the airline is a joy to fly from start to finish. With a recent partnership with BA, the airline also can form part of a round-the-world itinerary, which is certainly worth doing once in your lifetime.

7. Brussels Airlines

This smaller carrier of the Lufthansa family certainly is carving a niche for itself. Brussels Airlines has a long established route network in to Africa meaning its very important to the larger group. Also, riffing off it’s truly unique ‘Belgitude’ means aircraft are covered in Smurfs, Tintin characters and three other unique liveries. However, it’s not all just fun, the airline has announced it’s looking at its cabins and have got JPA on the case to redesign the long-haul passenger experience at the end of this year. But for those who can’t wait that long, the airline has also just expanded its lounge in Brussels Airport, meaning there is more space to stretch and unwind before the flight.

8. Virgin Atlantic

Most will be surprised to see this name on the list, not because of its innovation or quirky too cool for school brand, but because most people think it’s much bigger than it actually is. However, size isn’t everything and what Virgin Atlantic lacks in passenger numbers it makes up in passenger experience. While the airline has been strong for a long time and in need of a new injection of design, all eyes are turning to their new A350s which will join the fleet next year. The aircraft will feature new cabin products which are hotly anticipated to be heavily customised and market leaders. In the meantime, you could always top up your tan in the World’s only beachside departure lounge.

9. El Al

Once an airline to avoid due to its ageing fleet and archaic inflight product, El Al has drastically changed its image with the launch of its new 787 fleet. Featuring absolutely stunning cabins, the new fleet make sure that passengers in all classes get a world-class passenger experience.

10. La Compagnie

The one remaining bastion of the all-business-class era, La Compagnie based in Paris’ Orly airport has managed to not only weather the storm of its competition, but also announce an order of new A321neos which will mean that the current lie-flat seats will be replaced with fully flat seats. Not only do they offer a boutique product, their staff uniforms are truly Parisian and super cool. For those needing to make a quick hop across The Pond, this carrier should certainly be on your radar, offering cheaper tickets than the legacy carriers on the same routes.

No matter how we look at it, the aviation business class landscape is changing, and is potentially as fragmented as ever. The race to the bottom is evident, even in currently touted ‘5-star airlines’ who seek profitability. Whether a desire to chase the most effective cabin configuration (LOPA), decision to reduce amenities to the bare essentials or the deconstruction of the all-business class experience to paid-for extras – affluent business class passengers seem to be a commodity who’s preferences are going ignored.

Air France 787-9

While the masses of flag carriers and legacy carriers try to mirror low-cost carrier models and increase savings, could it be that there is a niche in each global region for one carrier to raise the flag, buck the trend and offer the experience that passengers desire, build brand loyalty and deliver well above expectations? Could it be there is enough demand for passengers willing to pay a little bit extra for a fully-fledged offering?

Singapore Airlines

This isn’t a new concept, with Singapore Airlines being a de facto brand name when it comes to raising the bar and delivering above the industry standard. Even so, the flag carrier doesn’t necessarily tick all the boxes found in an industry leading product. There are no pyjamas for business class passengers or chauffeur-drive ground services offered by the likes of Emirates.

Omanair lounge, Muscat

Is there space for the ultimate business class, where passengers would be willing to accept a regional hub-and-spoke product to enjoy all the amenities that business class can offer? Maybe passengers – instead of looking at the cheapest possible price – would be willing to spend slightly above the market average for the likes of chauffeur service, pyjamas, pre-order food service and a-la-carte lounge dining. While some of these perks are available to full-fare paying passengers, the increasing trend of OTA bookings means that passengers still are being offered the cheapest possible flatbed between A and B.

Emirates Business Class A380 Seat

Airlines such as Emirates used to offer chauffeur drive for every business class passenger, the smattering of airlines across the globe are now providing this perk to only the highest fare classes, meaning those looking for a standard business class fare aren’t always given the full ‘advertised’ business class experience.

On certain continents, these basic premium perks have never been offered. United, Delta and American don’t offer chauffeur drive, however the latter has recently announced a relationship with The Private Suite and Blade allowing passengers access to a very premium service including helicopter transfers and a private terminal usually reserved for royalty and rock stars.

Air France lounges offer Clarins spas

But what is the blueprint for the ideal full-service luxury business class product? Sure, fully flat-bed seats, all aisle access and lounge access are standard. But other, lesser seen, but equally important elements include dine-on-demand in the cabin, pyjamas and chauffeur-drive could be deemed as must-haves for the creme de la creme of business class services. Spa treatments, a la carte lounge dining and onboard bars are other additions that can be found in this lucrative space.

Interestingly there are very few carriers that adopt these award-winning ‘flagship’ services. So while the race to producing an average experience is well underway, there are only a handful potentially willing to place their business class heads above the parapet and deliver a product that far exceeds passengers expectations and win over loyal fliers. Instead of First Class cabins, could it be that certain airlines become First-Class carriers, offering all cabin classes a superior product at a premium cost?

But which carriers could grasp the opportunity to take these prestigious, but precarious mantles as region-leaders?

In Asia, the fight as already real, with Singapore Airlines positioning itself above the competitors, however there are a few missed opportunities including chauffeur drive and pyjamas. In Europe, a clear opportunity can be seen with competitors Air France and Turkish Airlines. Air France and Turkish both offer similar luxurious offerings, with Air France offering in majority all-aisle access and excellent dining options, and Turkish offering high-quality amenities, on-board chefs and overnight accommodation for connecting passengers.

Turkish Airlines new Business Class product

Both also offer alliance benefits, Turkish enjoying Star Alliance and Air France offering a strategic alliance in SkyTeam. Alliances also play a big part for business class passengers, who look to benefit from their travels, hoping to reward with their loyalty with potential miles rewards. While Star Alliance benefits from a comprehensive network of carriers, dominated by Lufthansa, the hard and soft products lack the designer benefits of other alliances including Oneworld and SkyTeam.

China Airlines 777 Business Class

Actually, of all the carriers, SkyTeam allows for the largest room for growth. Carriers like China Airlines and Air France are nimble enough to allow to improve their product to an international standard with minimal improvements to their current product set. Meanwhile, most of Star Alliance’s carriers – who play on the moniker ‘Business’ – would have to invest heavily to upgrade their hard product to reach the levels of an ‘super business class’ standard touted by the likes of Air France and China Airlines.

Swiss 777 First Class cabin

However, StarAlliance carriers like Lufthansa and Swiss, make sure there is a clear delineation between First and Business Class, where Sky Team airlines such as China Airlines, Delta, Air France and Garuda have all actively removed their first class cabins or limited them to a single aircraft type.

United Polaris seat

But who could take the mantle in North America. The airlines are all investing heavily, with Air Canada making huge leaps forward and the US3 all vying for passengers with new products including Delta One, Polaris and the new premium economy cabins coming online. American Airlines however, still has an opportunity to reposition itself – with United and Delta both actively promoting heavily branded product offerings – as being the last to the party means the brand can learn from the competitors and roll out something that makes it stand out.

Qatar Airways Q Suite

In the Middle East, there are more opportunities than the standard ME3. While Qatar would be an obvious choice here, the sheer scale would be prohibitive, but a smaller carrier, such as Oman Air, would only need to make a few tweaks to its offering to be a truly niche market leader.

As the industry becomes more and more unbundled, consumers will eventually have so much choice it becomes a confusing market place, pushing cash-rich, time-poor consumers to start looking for simple, bundled products that they can clearly understand.

While this is speculative, it’s suffice to say there is potential for a handful of global carriers to buck the trend, and craft a truly deserving product that would be hard to beat. After all, the race to the bottom is cyclical, with consumer habits eventually dictating that airlines will have to reinvest in their product to win back custom, so the desire to reduce costs, rather than raising ticket prices isn’t always the best business case.

Finnair has opened the doors to its latest lounge which has been renamed the ‘Platinum Wing’ which replaced the existing premium lounge which was the nicer of the two spaces found in Helsinki’s main terminal.

The lounge has taken a radically different approach from its previous incarnation, which was previously filled with swathes of light finishes and coloured mood lighting and Scandinavian design finishes. We certainly enjoyed the space, but it was always fairly crowded and at times had a ‘canteen-like’ feel due to the queues for food and drink near the entrance.

But now, everything – including the lounge’s sauna (the only uni-sex Sauna in a carrier’s lounge to be found) – has been redesigned with an entirely new design palette.

The new premium lounge will be open to Finnair Plus Platinum and Platinum Lumo members, as well as Oneworld Emerald cardholders, with standard business class passengers enjoying a larger lounge which will open in the coming months. The lounge features new design elements that reflects the likes of Cathay and Qantas ground products, but there’s something very unique and cosy within this space, brought together by the use of rich, deep colours and fabrics.

The lounge will not just feature comfortable seating and a standard buffet, but working with company Fazer, an a la carte menu will also be offered throughout the day. “We wanted to create a sense of calm from the busyness of the airport,” says David Kondo, Finnair Head of Customer Experience Product Design. And the space feels less like airport lounge and more like hotel lounge thanks to clever seating and the introduction of timeless signature pieces of furniture.

In a few months’ time a revamped business class lounge will open next-door to the Platinum Wing facility, sharing the same reception area, providing a total of nearly 200 seats across the two lounges. The timing of which matches the recent upgrades and new ‘atmospheric’ extension of the terminal that was opened a few months ago.

The Big Picture

Air Italy has just announced that it will bring a totally new Economy Class meal with brand new packaging and enhanced inflight service for all long-haul Economy Class flights to and from its Milan hub. 

Starting this September, the new inflight dining experience will feature a fully refreshed set of menus. It also heralds the introduction of its own ‘Le Delizie’ brand which will been rolled out on all long-haul flights.

The new service is complemented by a full range of redesigned metal service-ware and packaging that is “modern and elegant and is perfectly complemented with colours, ingredients and flavours that pay homage to the different regions of Italy, the home of taste,” states Air Italy.

In addition, customers can look forward to generous larger portions of starter, main course and desserts, stainless steel cutlery and a full-sized personal water bottle that brings together a refined dining experience, one of the largest parts of the overall travel experience for Economy Class passengers.

“Air Italy is working tirelessly to offer our customers a luxury flight experience, complete with innovative comforts and services, as we continue to help them imagine the world differently,” said Rossen Dimitrov, Chief Operating Officer of Air Italy. “Just this week, we were rated as a Four Star Global Airline in the annual APEX Official Airline Ratings, as voted for by our passengers, making us the only Four Star rated airline in Italy.’’

“This new Economy Class product and service is yet another step in our development to ensure that we offer our passengers the very best possible customer experience throughout their entire journey.’’

“We want to ensure that everyone who chooses to fly with us can enjoy their journey, savour our delicious menus, taste our Italian specialties – from breakfast all the way through to dinner – and all accompanied by a glass of one of our many fine wines.’’

“Enhancing the catering and inflight service on long-haul flights is one of the best ways to showcase an airline’s commitment to offer the most refined travel experience, helping differentiate it as a carrier that is truly customer focused.”

The Big Picture

In the past Virgin Atlantic was seen as the coolest of underdogs – the carrier for those in the know, flown by the rich and famous across the Atlantic. Onboard massage therapists, inflight bars, even a business class lounge with a Jacuzzi used to be signature parts of the passenger experience. Times have changed however, and the airline over the past decade has seen consolidation of routes, introduction of multiple different Upper Class products and a partnership with Delta that gave it a fighting chance to compete with its behemoth competitor BA.

While the rest of the industry over the past decade has been shredding weight, counting pennies and looking to turn their huge losses in to modest profits, Virgin in its continual inevitable style has given the illusion of business as usual. Clubhouses are still filled with A-listers and over the years I’ve sat to numerous celebrities and familiar faces in Upper Class cabins which had the same impact to me as buying a packet of asparagus in a supermarket. It just seems normal.

But how does the carrier do it? There’s a certain magic at play, a hard-to-describe recipe of all the right things and this was all the more evident at Virgin’s celebration A350 flight last week from Heathrow to New York featuring its all new (5 years in the making) Upper Class product and new Loft social space.

Rocking up at Heathrow was no ordinary affair. My Upper Class (business class) ticket entitled me to a chauffeur service which arrived early at my house, brimming with mood lighting and ample leg room, this could very much have been premium economy, and was quick to whisk me from south-west London to Heathrow’s still-gleaming Terminal 3.

No ordinary arrival for me though. I was driven up the Upper Class wing, a bespoke service – unparalleled in London – which allows the passenger to arrive in a private check in area that seems more Joe 90 than Heathrow. Doors opened and baggage magically carried off, the only thing that I had to concern myself with was exiting the car with an air of sophistication like this happened for me every day. In my mind, paparazzi were strobing their cameras and I was donned in a full-length ball gown.

The arrival wasn’t because this was a celebration or I was a guest of the carrier, just because I had a full fare Business Class ticket, in fact, the only nod to this special flight was a pin badge offered to me with my boarding passes. No questions asked, just a boarding pass delivered and with a smile, I was told to head down the private security lane. Airport? What airport?

Sadly, security check over, and keeping a low profile, I slipped through the usual duty-free pretending like any A-lister, my personal assistant had already packed all I had needed, so I headed straight to lounge H. An un-inspiring name for one of the most lauded lounges in the world, the Virgin Atlantic Clubhouse. Glitz and glamour sure, like a grand dame, this lounge might start to show the age around the edges, but with a soft focus, the lounge packs the punch it once did (sans Jacuzzi) but filled to the brim with cocktail-laden apple-watch wearing elites that manage to split their time between the West Coast and London.

While the press assembled in a cordoned-off area, it was business as usual for the rest of the lounge, with an Aveda spa and hairdressers buzzing, a giant a la carte table-service dining area packed full of ravenous passengers, funky retro furniture spread across the lounge, a large fully stocked and tendered bar, even a mezzanine which was serving some nifty Bombay Sapphire concoctions. They even have a roof terrace, an actual outdoor roof terrace. This wouldn’t be out of place as a set for a James Bond super villain’s lair. In fact, if my life ever takes a darker turn, you might find me plotting my revenge somewhere in this lounge, maniacally rubbing my hands and stroking a small soft toy cat.

I write this as if I’m a kid trapped in an grey-haired adults body, and there is good reason. Virgin makes everyone feel like a kid again. Their crew both on the ground and in the air seems to genuinely have fun. This isn’t work for them, this is sheer pleasure. It reinforces the adage brought to life by Daniel Kerzner, VP Customer Experience for Virgin Atlantic. “When you do something you enjoy, it isn’t work.”

This is the secret ingredient, Virgin has never been the slick machine that Asian carriers strive to become. It thrives from having a personality, from being a reliable friend, but the one who always dresses better than you and always seems to have the right joke at the right time. It’s the cool kid in the playground that gets all the attention for the right reasons. And that’s why the carrier packs well above its weight. It might be a fraction of the size of BA, but it is one carrier that everyone on the street knows of and wishes to fly.

One or two Virgin Redheads later (to caveat, that’s their signature cocktail) we headed to the plane. While we had seen the reveal of the new product in their HQ rigs a few months earlier, nothing could prepare us for the real thing. Naturally they laid on a few extras, and delightfully had run an internal competition to reward their staff members with seats on the plane too. It was the perfect showcase for the way this brand does things a little differently.

On entrance you immediately are greeted by the Loft the social space that replaces its signature bar that had appeared on every aircraft until they took over some Air Berlin A330-200s to help with their leisure routes during the 787 engine debacle that still is messing with airlines across the globe.

The Loft comfortably fits six people sat down, or on a celebration flight like this, a gaggle of almost 20 people clamouring for some face-to-face time with Daniel Kerzner, the figurehead behind this radical transformation for the carrier.

The Loft is the signature ‘residential’ zone for the carrier, akin to allowing for different social interactions, and less awkward than the three-in-a-row bar stools that can be found on the plane, meaning that usually someone is gooseberry whenever a couple are travelling together.

But the new seating in Upper Class diminishes that opportunity, as the new 1 x 2 x 1 configuration, (new to Upper Class) means that for the first time, passengers can actually fly together. Albeit, facing away from each other ever so slightly when fully reclined, reducing the chance of playing footsie, but increasing the ability to actually talk to one another.

Unlike BA, Virgin’s seats don’t go fully private. Sure there is a privacy screen, but it’s almost redundant, as the seats are designed in a way that when you are sat, it’s virtually impossible to see another person. This is the antithesis of the existing product, which allowed for eye contact with the rich and famous as all seats sort-of faced each other.

The seats are a sea of ‘almond gold’, deep purple, hints of red and orange and silver, all wrapped up in a pearlised off-white shell. This is certainly bling, and there have to be almost 20 different fabrics and finishes at play, meaning exploring the seat is like making your way through a Habitat showroom.

The magic is still at play (in fact I found a page of a script from the previous occupants tucked in the literature pocket which made me dream of its previous occupant). You feel almost surreal sat in what feels luxurious, it’s the opposite of the staid reliable and paired-back BA Club Suites on the same airframe. This feels like a special moment, which truly comes to life when Virgin flick the switch with their perfectly themed mood lighting which bathes the cabins in pink and sunset hues.

The seats are comfortable, yet for many regular fliers, the idea of having your feet in a footwell might be restrictive.

But thanks to a brand new seat pad, new bedding and swanky new pyjamas, the restriction at your feet is a distant memory as you can easily drift off to sleep.

There was one issue with the seat, or perhaps with the seats user. The tray table, while a little clunky and loud to operate, seemed to be made for the same celebrities that fly the aircraft, who are on a constant diet. The table can only really be used by anyone who has used the gym in the past couple of days, and prides themselves on washboard abs, as the distance between belly and table is marginal at best.

But Virgin haven’t been shy and tried to hide the fault. They are quick to point out that the table will be replaced with one that offers more space, and should be rolled out in just a few weeks time.

It’s this honesty and nimble approach to their product, being a smaller carrier, that allows them to take feedback quickly and react to it, refining their product as they go along.

In fact, taking the product to the skies brought learning to the team who designed it. “We were surprised by how people interacted with the social space, and also with the seats themselves. The amount of natural light that flooded the cabin (thanks to the large windows) also came as a surprise, making the cabin take on different personalities throughout the flight,” says Kerzner.

The airline is so cool, that even its onboard magazine Vera had a facelift to celebrate the A350 launch, which helps set the scene and brings a bit of celeb magic to the cabins. It’s not just Upper Class that gets the celeb treatment though…

The Premium Economy and economy cabins look as impressive as Upper, with huge screens and a new IFE system that allows the user to pair their phone to the IFE system, turning it in to a remote control, saving the airline weight and giving the passenger more control.

Of course, the food and drink offering is impressive, and while not as refined as some Asian carriers, the dishes pack a punch, and a watermelon tomato and prawn salad starter stole the show. I spent at least 10 minutes savouring it, trying to work out how to replicate it at home.

But it’s not just the usual fare. Anyone who has done a London – East Coast business class flight will know that an hour or so before landing, the harder than hard stale sandwiches come out, somehow referencing an afternoon tea, the same way that frozen supermarket chains try to make a steak dinner sound appetising.

But that’s all changed. Thanks to Eric Lanlard’s gloriously camp afternoon tea (this time served by the French pâtissier himself) and with a little help from the higher humidity cabin, the sandwiches felt fresh, and chocolate treats presented in a bright pink carry case meant that I was Alice stepping in to Wonderland on a truly transatlantic trip.

While there are still a few refinements to make to the product, it is suffice to say, that this aircraft is a flight of fancy, in every way. It makes British Airways A350 look like a corporate office for those who would rather play it safe than celebrate something ‘a little less ordinary’.

How has the carrier positioned itself? Sure, it’s still as brilliant and original as it was when it started, but it’s fundamentally listened to its passengers, grown up with them, and understood what they want, and given something they never realised they could have. Bravo Virgin. “This is just the start though,” states Daniel with a wry smile. “Our next aircraft are going to learn from this, and continue to evolve.” It seems that this airline isn’t standing still for no-one.

The Big Picture

Delta, who recently took a large stake in LATAM has also this summer launched its A330-900neo interiors. This means that now there is a similar all-aisle access business class product on certain LATAM and Delta flights, although Delta, which is rolling out doors across its new Delta One products, might be getting an additional edge. The airline is already flying on Seattle routes to Shanghai and Seoul but will start flying to Tokyo Narita at the end of October too.

The A330-900neo features refinements to the Delta One suite designed by Factorydesign, which is already being rolled out across its A350 and 777 fleet. Using customer feedback the team allowed for a larger workspace and more stowage.

The A330-900neo Delta One suite offers a private, personal experience, with a full-height door at every suite for enhanced privacy and comfort.  Each suite features a fully flat-bed seat with direct aisle access, as well as more stowage for personal items and memory foam enhanced comfort cushions.

The aircraft launch nearly doubles the premium seat offerings from Seattle to top Asian markets and is the latest in a series of investments Delta has made as it marks the five-year anniversary of its Sea-Tac hub.

“We’re transforming the airline customer experience on a global scale and this new aircraft is the latest example of our commitment to our international customers,” said Steve Sear, Delta’s President — International and E.V.P. — Global Sales.

“This state-of-the-art aircraft will provide the latest amenities, entertainment and technology to our customers as they journey to destinations worldwide on Delta’s expanding global network.”

It’s great to see these cabins continue to roll out and while we still aren’t the biggest advocate of doors on suites, at least Delta is trying to align its concept and vision on all of its latest long-haul aircraft roll outs.

(To all our regular readers, apologies for our delay in reporting this story!)

Last week Air France took delivery of its first Airbus A350 at the Airbus delivery centre in Toulouse France. The first of 28 A350-900s which will arrive by 2025. The new aircraft is equipped with 324 seats, with 34 in a brand-new Business cabin, 24 in a new Premium Economy cabin and 266 in Economy.

Air France’s Airbus A350 will make its first commercial flight on October 7. It will be gradually deployed to 6 destinations across 2020.

Anne Rigail, CEO of Air France was proud of the arrival of the A350, “The arrival of a new aircraft is always a unique and highly emotional occasion in the life of an airline. Along with all Air France staff, we are extremely proud to welcome the Airbus A350, one of the world’s most efficient long-haul aircraft in terms of environmental, economic and operational performance.

The arrival of this first A350 marks a new phase in AirFrance’s fleet modernization strategy. Within 5 years, more than half of the company’s fleet will be made up of new-generation aircraft.” This means a lot to Air France, who is committed to reducing its environmental footprint, and has implemented a range of initiatives to reduce noise, fuel burn and environmental impact. In fact the A350 ferry flight between Toulouse and CDG was partly powered by biofuel.

This first Airbus A350 is the first AF aircraft in a while to be named after a French City. Dubbed “Toulouse” by Anne-Marie Couderc, Chair of Air France-KLM and Air France and the aircraft’s sponsor, it reflects the French capital of aviation. Toulouse is also the birthplace of this new aircraft that is joining the company’s fleet. Moreover, Air France has been serving Toulouse since the company’s creation in 1933.

On board however, is where passengers will really notice a difference. Of course, the A350 brings larger overhead bins, larger windows, better air pressure and humidity and mood lighting, all designed to give more comfort to passengers.

But the real differences can be seen in Business Class (Affaires) and Premium Economy where brand new seat concepts will create a somewhat different experience.

Air France has opted for a brand new seat in Business Class, yet another new seat after its latest A330 product which disappointingly offered a 2 x 2 x 2 configuration. Air France is well known for its new herringbone seats which offer comfort and space and all aisle access. However the carrier has opted for a slightly high density product, an emerging trend in carriers who are vying for profitability.

The Optima by Acumen and Zodiac (now Safran) is similar to United’s Polaris product, which means the seat turns into a 2 metre-long lie-flat bed, while providing a staggered all aisle access product.

The screen is bigger, and a large 18.5-inch HD touchscreen gives the passenger access to Air France’s established and well stocked IFE system, with more than 1,400 hours of entertainment including movies, music, podcasts and more.

The cabin is now designed to reflect the bleisure trend, allowing premium passengers to chose whether to travel in private, or with a travel companion, but fundamentally its a question of improving LOPA with a retake of the traditional staggered forward facing business class seat concept. However, even if you end up travelling next to a stranger in the centre pair, the seat divider can be raised to increase privacy.

What is nice to see is the carrier has made a clear shift away from the Patriotic Red White and Blue cabins of the past, and has embraced a chic French approach to the colour and trim, reflecting Parisian and French culture as a whole with subtle pastel colours, elegant details and a calm, sophisticated neutral tonal palette.

Finally! (we can hear the screams of delight!) … in Premium Economy, there is a brand new “Recliner” seat which replaces the shell-type seat that exists in the rest of the seat, but features the same elegant fabric pattern.

The seat is 48cm wide and reclines to a deep 124 degrees. Customers enjoy a 96cm seat pitch to stretch out their legs and a large 13.3-inch HD touchscreen. Of course, this is Air France, so a pillow and a duvet are available for passengers as well as complimentary champagne (which is actually available in all classes!).

In Economy, the seat may look more familiar, but it has been redesigned for even more comfort, with a reinforced ergonomic seat cushion, a 118-degree seat recline, as well as a 79-cm seat pitch. Entertainment is delivered on a 11.6-inch HD touchscreen giving access to more than 1,400 hours of entertainment including movies, music, podcasts and more.

On board the Airbus A350, customers can also stay connected with Air France Connect, the carrier’s inflight Wi-Fi program with three different passes from free messaging to unlimited streaming at €30 for 10,000 mile journeys.

The new aircraft leaves us feeling mixed. While we enjoy the new cabin design, one of the nice things about travelling Air France was the feeling of space, and compared to its Dutch sister, the Business Class cabin was always preferable from a matter of space and comfort. The new seats, while elegant and perfectly suitable, are a higher density, meaning passengers might feel a little more ‘hemmed in’ compared to the older product.

That said, for United the same seat product was seen as a huge upgrade. So the product could be classed as a modern industry-standard product that will suit the carrier for many years to come. What isn’t clear is what the carrier will now do about the 4 different business class cabins that are offered, and managing expectations and standardisation.

The Air France Airbus A350 will gradually start operating to 6 destinations as of October 7th from Paris-Charles de Gaulle, including Abidjan, Bamako, Toronto, Cairo, Seoul and eventually Bangkok.

The Big Picture (Hat tip to our friends at ohlalair.com and Air Plus News)

Starlux Airlines, Taiwan’s latest startup is starting to turn heads. Originally a start-up that – like most – had a questionable future, seems to be full-steam ahead with a recent uniform and A321neo cabin launch. It hasn’t stopped there though, as there have been signature scents and even homeware products that the airline has launched ahead of its 2020 start date.

The airline, which is pitching itself as the antithesis to the cost-cutting industry trend, is laying on a fully ‘luxury’ product, with fully-flat beds in regional business class, large TV screens in economy, A350 aircraft which are due to arrive next year, and luxury cabin crew uniforms that are setting the carrier above its competition.

The problem is, the premium Asian passenger is already well catered for. Both China Airlines and EVA offer high-end products, and across the waters, the airline will have to compete with the likes of Cathay, ANA, JAL and Singapore Airlines to name just a handful of premium propositions.

But that doesn’t mean it won’t work. The airline will have to have deep pockets, a fairly balanced growth plan and key network of destinations that will support it, as the main Taipei feeder market to Hong Kong is already heavily saturated with over 36 flights a day, which has no doubt taken a hit with the recent troubles in HK.

The airline is positioning itself well. The colour palettes, design elements and cabin designs look promising with many touch points referencing trends in automotive and fashion design. The airline is also looking at olfactory design, with a signature scent, something of an established trend in the hotel industry. It shows that the carrier is certainly putting the passenger experience front and centre, something which should put Starlux in good stead.

Details are starting to emerge more frequently now, so as the carrier continues to set its stall we will report on the developments. In the meantime, we’ll leave you with the following video, which helps showcase the intricate detail the airline is going to in creating what it feels, is the ultimate passenger experience.

The Big Picture

Regular readers of our site will know our admiration for the zen-like luxury hotel and resort brand Aman. They are one of our top hotel brands, alongside Soneva, for the ultimate in luxurious getaways. So you can imagine our excitement at the announcement of a brand new Aman Private Jet service that allows passengers to craft their own itineraries across some of the most remote properties around the globe.

Unlike the Four Seasons private jet, or Crystal AirCruises, this is a totally private experience, allowing a group of up to 12 people the opportunity to explore the world’s most remote destinations at their leisure. From the lofty peaks of Bhutan to the legendary reefs surrounding Indonesia’s fabled Spice Islands, Aman will now be renowned for making these destinations accessible to its guests in a brand new way.

Aman’s dedication to offering ease of access and the finest service available has now taken to the skies, with the launch of the Aman Private Jet – an airborne extension of the Aman resort philosophy. Available for charter to elevate existing multi-destination Aman journeys, to create bespoke itineraries incorporating several Aman destinations around the world, or for use between non-Aman destinations, journeys can be tailored specifically to the needs and interests of its guests.

Each booking is fully customisable and every itinerary flexible, with passengers having access to their very own Aman Jet Concierge, who will plan every detail of their travels, ensuring that each journey is an all- encompassing start-to-finish immersion in the Aman way of life. Aman’s Bombardier Global 5000 is one of the world’s most luxurious and spacious personal aircraft. Seating a maximum of 12 passengers, the plane can reach top speeds of 574 mph, with a range of 9,630km.

With flexible departure times and seamless customs clearance overseen by Aman’s expert staff, passengers can commence their journey relaxed and stress-free. The Aman Private Jet itself is best- in-class in terms of speed, range and field performance, promising the smoothest ride possible for a restful flight. Guests can choose their in-flight meals ahead of their journey and will have access to their luggage throughout their flight, as well as constant, high-speed Wifi connectivity.

The Amankila Suite, in Amankila, Bali

Other unique Aman touches include a tea ceremony and amenities from the brand’s all-natural range of Aman Skincare products. Catering for both short- and long-haul trips, the Aman Private Jet is ideal for group, family and corporate travel.

A villa at Amanemu, in Japan

To celebrate the launch of the jet, Aman has curated four new journeys, incorporating multiple Aman properties, that explore some of the world’s most beguiling destinations in a unique and insightful Aman way. These include ‘Bali & Beyond’, ‘The Secrets of China’, ‘Indochina Past & Present’, and ‘From the Himalayas to the Sea’.

British Airways has been busy on the ground recently, and Johannesburg, South Africa was the latest destination to receive a lounge refurbishment. The space, based in O.R. Tambo International Airport has undergone significant refurbishment with the new and improved space being converted into one large lounge with a dedicated boutique dining area for First customers.

The lounge follows the latest design concept for the airline, which debuted in 2018, and features the very best of British and South African design, delivering a luxurious and contemporary look and feel. It seems evident now that BA’s lounges will offer a paired back palette, but taking local influence for each final product.

The 880 sq. metre lounge is fairly large, and can host up to 247 customers which is great, as the two long-haul flights BA serves are both operated by A380s, departing just two hours apart from each other. It offers a modern lobby bar area for socialising, a brasserie dining area and office space with ample work stations with power outlets.

A peaceful, separate seating area with a mix of elegant armchairs and banquette seating is available for those who wish to recharge ahead of their journey with complementary magazines and newspapers.

Zoned areas in the lounge will enable guests to choose what area they would like to relax in depending on their mood. There is even a music system in the lounge with a bespoke playlist. Lighting has been carefully planned by zone and dimmable to reflect the time of day which is key as there isn’t much natural light coming in to the lounge.

The new lobby bar, illuminated by brand new feature lighting, is stocked with a tempting display of spirits, beers and soft drinks together with a selection of fine wines. New kitchen facilities offer an enhanced dining menu of hot and cold options including Cape Malay curry, fresh seasonal salads, mezze, local charcuterie and Indezi river cheeses. First Boutique Dining offers a pre-flight a-la-carte menu carefully curated by the in-house chef, complemented by an extensive wine list.

Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said: “We’re delighted to present the next step in our significant customer investment with the re-opening of the Johannesburg lounge.

Every detail has been carefully designed and we’ve created a space to meet our customers’ needs – whether they want to relax with a hot meal, work in peace or enjoy a drink at the lobby bar, the lounge will get their travels off to the best start.”

The Big Picture

Level, IAG’s hybrid carrier is geared to millennials, with destinations and brand geared to a younger market.

The past few years has seen a few airlines decide to position themselves as a lifestyle brand, appealing to the younger, time-rich generation who are gap-year embracing, iPhone toting and generally bank-rolled by their parents. While airlines – like the big US 3 – see their passenger demographic age as fast as the airline does, new start-ups are trying to appeal to a younger generation, shaking off the image of a crusty carrier who doesn’t represent the consumer habits of a younger, tech-clad traveller.

Now re-absorbed in to Air France, even the airline couldn’t get their head around the brand that was ‘also an airline’.

Play, the rebranded Wow joins the ranks of Scoot, Peach, Ernest, Joon and Level. For those who are over the age of 25, those are all airlines. All of them have pitched themselves to the insta-generation. It’s no surprise they pitch themselves as affordable low-cost alternatives to their legacy counterparts. Most of them are positioned as cool lifestyle brands – not airlines – which are on trend, filled with bright colours and court the likes of Instagram with filtered images to speak to a younger demographic.

Level’s branding is too cool for school. This is more of an airport quiz than a marketing campaign.

Bring your own IFE? Supply USB charging points, even dressing up their cabin crew in sneakers and cool t-shirts? Anything is game in trying to appeal to this jet-setting youth. But what most airlines aren’t realising is that they are appealing to a demographic that is brand-fickle and has a lack of loyalty, always looking for the next best thing. Trends come and go as fast as X-factor contestants and fundamentally, these cash-sensitive consumers will vote with their (parent’s) wallet, meaning that no matter how the airline positions itself, its the cheapest ticket that will always win. After all, Epsilon’s transaction database showcases that Gen Z travellers still have the lowest disposable income of any demographic so it’s a risky passenger base to court.

Play replaces Wow, the one-stop connector across the Atlantic. Is the playful brand enough to entice passengers onboard?

That usually means that behemoth pre-existing ultra-budget carriers like Southwest, Ryanair, easyJet and AirAsia will usually swoop up these younger passengers with very little effort in targeting them. After all, this image conscious traveller is more likely to spend money on getting the perfect instagram shot in destination than taking a pic of themselves in 30E on a short-haul flight.

Yet airlines, like Play – with a name that clearly doesn’t reference the airline experience, and more of a social experience – seem to be missing the point. No matter how an airline, even a reborn ‘Wow’ positions themselves, they are still simply a function of getting from A to B. Not to forget, none of these ‘cooler brands’ actually offer anything of value – let alone instagrammable – for their passengers apart from a cheap ticket. In some regards, the easyJet brand is the epitome of the perfect brand positioning for a younger generation, even coining (quite smartly) the catchphrase ‘generation easyJet’

Virgin Atlantic, competing with Norwegian ‘across the pond’, has built a brand on making Insta-ready moments onboard all based on the passenger experience.

But one potentially interesting side effect, is that the legacy carriers who have been flying passengers for decades now have a passenger experience that in some regards will outperform their low cost counterparts – even a free meal will come as a surprise and garner a mention on social. These historic airlines have reduced their price point in economy to compete with these low-cost competitors, offering cabin baggage fares, like Virgin Atlantic and Lufthansa. This means these Gen Z passengers could end up picking legacy carriers and end up instagramming and promoting the experience because its above the expectations of their previous experiences on lower-cost carriers.

Meanwhile Norwegian builds brand preference with its own Frequent Flyer program. 

Whatsmore, these legacy carriers offer loyalty, and Gen Z, like Millenials and my generation, are becoming more savvy with their money. A frequent flier program, such as Norwegian’s offers true value to passengers. These below-25s know their bank of mum and dad won’t last forever, so a miles program might allow them one last hurrah when they have to start earning and can no longer rely on the bottomless loan from their parents. Airlines need to be smarter and give passengers more than a colourful brand and an engaging marketing strategy to build brand preference.

Wow, Play’s predecessor featured a similar paint job, but sadly couldn’t get the numbers to stack up on this heavily competitive market.

Fundamentally, airlines shouldn’t invest in smart lifestyle brands, they should focus their efforts on their key USPs. These USPs can be easily created with little or no cost to the carrier, but will make brand preference a true decider in their ticketing habits. An airline could easily promote a low-cost carrier frequent flier program, a priority boarding system, or even the fact they have the most legroom in economy compared to their competitors. These, real passenger enhancements are more marketable than a brand that says they are a rooftop bar or give their crew trainers. After all, if Gen Z have less disposable income than other demographics, the only way to appeal to this demographic – apart from cost – is to lure them with passenger experience benefits.

Southwest, one of the largest global carriers, was built on a service promise of being people-led. It’s known for its friendly and heartfelt approach, not on being a ‘cool’ brand.

So where does this leave Play, Swoop or Level? Sure people will end up flying them, because their fares are attractive, but brand preference? On a bare-bones inflight product, it’s going to take more than a snazzy paint job and an animated digital profile pic to sway the purchaser away from another affordable fare found on a Millennial’s smartphone. Is this all, just a matter of style over substance? Time will tell.

Etihad Airways is the latest airline to announce its wellness strategy to rebuild confidence and increase reassurance. Dubbed ‘Etihad Wellness’, the carrier has outlined its expanded and more comprehensive health and hygiene programme in an accessible customer guide.

In a direct response to the COVID-19 outbreak, the programme will be championed by the introduction of specially trained Wellness Ambassadors, a first for the airline industry, who will be tasked with providing essential travel health information and care so guests can fly with greater peace of mind.

This dedicated multi-lingual team will offer reassurance to customers by sharing advice on travel wellbeing and details of the health and sanitisation measures being implemented throughout their journey both on the ground and in the skies. Etihad will expand the service to include a web-chat option. All Wellness Ambassadors will come from existing roles within the company, and undergo special training at the airline’s training facilities in Abu Dhabi, and online.

It’s not just an Ambassador role though, the airline has brought together no less than 13 areas of focus, including culinary hygiene at the airline’s catering facilities and food testing laboratory, aircraft cabin deep-cleaning, check-in, health screening, boarding, inflight experience and product, crew interaction, arrival, and ground transportation. Comprehensive information on these travel health and hygiene measures is available here.

Also of all the PPE sets we’ve seen on airlines, Etihad’s seems to be by far the best, creating a careful balance between elegant branding and a reassuring professional hygienic appearance.

Over the coming weeks, Etihad will introduce Wellness Ambassadors at Abu Dhabi International Airport in partnership with Abu Dhabi Airports (ADAC). This will make sure the same levels of care and support are provided at every point of the customer journey through the airport, from check-in to security, immigration, the retail areas, lounges and boarding, so that guests can fly with added comfort, security and confidence.

Once travel restrictions to and from the UAE are lifted, and the airline resumes an expanded network of international flights, Etihad will introduce Wellness Ambassadors on board, complementing the roles performed by other Cabin Crew, and providing an enhanced level of customer care focused on health and wellness inflight.

Airlines are looking to differentiate themselves while also reassuring passengers that it’s safe (as it’s ever going to be) again to return to the skies. This additional role in the cabin will serve a similar appeal to Flying Nannies – that the carrier also has on flights – who look after and care for the youngest of passengers. For those who are more nervous will appreciate this small yet meaningful addition to the onboard service and turns a solution in to a more premium passenger experience.

Nolinor the well known charter outfit from Canada has created a scheduled offshoot low cost carrier called ‘Off We Go’ or OWG as the livery would have us know.

Apparently launching end of August it’s determined to brush off the Coronavirus stigma facing the travel sector and start affordable flights from its home in Quebec to leisure destinations.

Featuring the 737-400 the carrier will have 158 TiSeat E2 seats by Expliseat which are lightweight but pretty bare bones.

But what we are more puzzled by is the livery which seems to be the offshoot of a thruplet between Southwest, Norwegian and Virgin Atlantic.

Don’t get us wrong, we love this bold graphic and modern look. “Owg” – as it will probably be phonetically known as – ticks all the regular LCC boxes, bright bold colour palette, large billboard writing and fun, quirky approach set the scene for a carrier known for its cheaper price point and no fuss service offering.

But the red nose (similar to Norwegian) and the flying heart symbol ( which looks uncannily like Virgin Atlantic’s Flying Club motif ) seem a little lacking in originality. the positioning of the OWG over the wing means that for many boarding without a jetbridge will have only partial visibility.

“The flight portion of your trip should be an integral part of your vacation,” says Marco Prud’homme, president of the new airline. “Traditional airlines have chosen to cut the quality of their services year after year with no regard for the passenger experience. Our goal is to win the hearts of Quebecers with a new airline whose mission is to get travellers excited again.”

What’s even more bizarre is the airline’s approach to social marketing which right now seems to be based on famous phrases based on heading on adventures, although utilising a Lord of the Rings quote which is perhaps one of the most perilous journeys ever written seems at odds with the ease the carrier is trying to project!

That said we applaud the new carrier for being daring, being bold and smart in its commercial plan to launch. It’s certainly not a boring brand and could be fun to see how it evolves. Off we go!

While we have you, have you noticed TheDesignAir is now advert free? The only way we can keep the site free of adverts is through your continued support. No matter what the amount, it helps keep the site running through 2020. We thank you for your continued help.