Airlines aim to boost flying fancy

The future of flying would appear to be ‘fancy’ as airlines invest heavily in premium cabins for a cashed up post-Covid world.

Qatar is among a raft of airlines hoping to lure back high-yielding passengers with swish new premium class products. Picture: Supplied.

Hopeful international travellers saving their points and pennies until borders reopen can look forward to an even more luxurious ride in premium airline cabins when that occurs.

Despite vanishing revenue sources and an uncertain timeline for the pandemic, a host of carriers have continued to invest in cabin comforts, with a view to attracting big spending passengers.

Perhaps the most optimistic is Singapore Airlines, which has pushed on with the refurbishment of its fleet of A380s, bar seven superjumbos that seem destined to be used for spare parts.

As of last month, only one of the remaining 12 A380s was yet to be done up, with the addition of spacious suites in first class, and private lie-flat beds in business.

“We intend to operate them when the market allows for it,” regional vice president Louis Arul said.

“I’m sure Australia will see an A380 when the market improves.”

Australians may also have to wait to experience Qatar Airways’ new business suite on its Boeing 787-9 aircraft, scheduled for key European and Asian routes.

Described by Qatar CEO Akbar Al-Baker as setting a new industry standard, the suites were being marketed as a “private sanctuary” to appeal to those concerned about sharing their space with strangers.

With a sliding door and privacy panel, passengers could travel out of view of their fellow travellers while stretching out on a 200cm lie-flat bed.

“The new business class suite offers a uniquely private experience for premium passengers travelling with us, which is becoming increasingly valuable during this pandemic,” said Mr Al-Baker.

Emirates, British Airways and Lufthansa were also in the process of completing cabin or seat upgrades, some of which began pre-Covid-19.

In the case of Lufthansa, the German carrier was adopting a more elegant premium economy seat to its factory fresh A350s and 777-9s, and planned to add first class suites to some aircraft by 2023.

With demand for premium cabins expected to expand in the wake of Covid-19, Lufthansa was also returning to service its A340-600s that offered first class.

“The decision to reactivate these aircraft is due to growing premium demand for business as well as leisure travel,” said a spokesman.

It’s a scenario that has not surprised International Air Transport Association chief Willie Walsh, who said the Covid-19 pandemic was unlike other crises, in that it had not been accompanied by a global economic downturn.

For that reason, he predicted airlines would not have to discount fares to stimulate travel again, and passengers would be happy to splash out on seats at the pointy end of the plane.

“I think we’ll see an increase in that segment because consumers will have more disposable income available to them,” said Mr Walsh.

“I don’t buy into this theory that we’re going to see a collapse in demand for premium travel – if anything there may be a case to be made to make more premium seats available.”

Swiss Air was not wasting time, adding a premium economy cabin to its 12 777-300s, in a 2-4-2 format.

Emirates also unveiled its first premium economy cabin on an A380 in January, with another five superjumbos to be delivered with the new addition over the course of this year and next.

Located ahead of economy class on the lower deck, the new 56-seat cabin would see more than half the aircraft filled with premium passengers.

Few other airlines have taken such a gamble on the demand for premium seats, with the exception Qantas and Singapore Airlines.

In an effort to increase the comfort of passengers and yield for the airline, Qantas devoted 70 of the 236 seats on its Boeing 787-9s to premium seats, with considerable success.

And Singapore Airlines famously fitted out an ultra-long-range A350-900 with no economy class, but 67 business seats, and 94 premium economy.