What premium travellers want
WITH airlines squeezing
as many passengers
into economy class as
possible, and business and
first-class fares simply too
expensive for many travellers,
demand for premium economy
seating is on the increase,
especially on long-haul flights.
While premium economy
has been around for many
years – Virgin Atlantic first
launched premium economy
as Mid Class in 1992 –
many airlines have recently
upgraded their premium
economy cabins as part of
large-scale upgrades across
all cabins.
This month, Singapore
Airlines becomes the latest
airline to launch a premiumeconomy
class, while other
airlines such as British
Airways, Air France, Delta
Air Lines, Virgin Atlantic
Airways, KLM and Lufthansa
have recently undertaken
or announced cabin
refurbishments and refreshes.
There has been a move by
many airlines to offer some
sort of hybrid – something
better than economy but
cheaper than business class,
says Linden Birns, md of
Plane Talking PR.
“It has really been driven
more by the airlines than
customers, because airlines
are looking to maximise the
yields they can generate from
a flight,” he says.
The premium-economy
cabins of today have many
of the bells and whistles of
business class but without
the lie-flat seat. These
cabins have taken on-board
experiences to the next level.
There are wider seats, more
leg-room, greater seat recline,
WiFi connectivity, universal
power sockets, in-seat USB
ports, high-tech entertainment
systems and a fantastic
choice of meal options.
Services offered in
premium economy make it
a very attractive option for
corporates and higher-end
leisure travellers.
Take Virgin Atlantic’s newly
designed premium-economy
product, for example.
Premium passengers have
a dedicated check-in desk,
priority boarding, get a preflight
drink, a complimentary
newspaper and a choice
of meals served on china
dinnerware, in-seat laptop
power and a comfortable,
spacious seat that rivals the
comfort in business class.
Multiple tech touch points
SAA spokesperson,
Tlali Tlali, says the new
trend in premium class
is personalisation at
every touch point of the
customer experience.
“From a technology
perspective, this includes a
personalised welcome note
on the passenger’s personal
television and the ability to
link a passenger’s mobile
device to the entertainment
system. This means that
while customers watch a
movie they can use their
smartphone, tablet or laptop
to view other applications
such as the route map
or duty-free shopping
application.”
Another significant trend is
on-board connectivity. Jimmy
Eichelgruen, Delta Air Lines’
director of Sales for Africa,
the Middle East and Indian
subcontinent, says WiFi is
becoming a fundamental
part of travel, and airlines
that don’t have it will soon
be left behind. “Being able
to answer emails en route
means businesses can stay
productive while in the air or
avoid missing out on deals
because they couldn’t log in
on time.”
Sally George, Singapore
Airlines’ market development
manager, says a WiFi
connection is available to all
Singapore Airlines’ premiumeconomy
passengers.
“Having on-board connectivity
opens up many possibilities
in terms of passenger
servicing and interaction
throughout the travel
journey.”
SAA, Delta Air Lines
and British Airways have
equipped their cabin
attendants with tablets or
phablets that are being
used to store passenger
preferences, take passenger
orders, solve problems and
access information via the
Internet.
Tlali points out that while
real-time connectivity is
trending in the Northern
hemisphere, SAA’s research
shows mixed demand to
be connected throughout
the flight as many of SAA’s
long-haul flights are at night.
“Research also shows that
customers are not prepared
to pay high amounts to be
connected,” says Tlali.
Wireless content
distribution is a trend SAA
is following closely. “A
server with TV programmes
and other entertainment
is being installed on board
the aircraft and passengers
can connect to the server
using their own devices.
This is of particular interest
to passengers on longer
regional flights where limited
entertainment is being
offered,” says Tlali.
Camilla Barrett, BA’s
deputy head of International
PR Europe, Africa, Asia
Pacific and Middle East says
BA’s premium customers
are increasingly turning to
technology to check in online
using the BA app and, on
some routes, even print their
own bag tags, which saves
time at the airport.
The power of choice
Premium passengers
are seeking customised,
top-quality service on the
ground and on board and
want to choose services
that increase their comfort
at their own convenience,
says Tjalling Smit, senior
vp E-Commerce Air France
KLM. “Ancillary services
offer customers choice,
such as finding flight offers;
booking, viewing and
changing flights; selecting
seats; check-in; accessing
boarding passes and more.”
In terms of premium-class
seating, Tlali Tlali says
the trends are increased
privacy, aisle access for
each passenger and greater
comfort. “Power and now
added USB ports are a
must to ensure that all
portable electronic devices
can be powered. Noise
cancellation headsets are
equally a must.”
On-board dining options
are another attractive selling
point, with some airlines
offering à la carte menus
in first class and gourmet
dining options in economy
class.
With Delta’s Dine and Rest
option in its new DeltaOne
cabin, passengers receive
all courses at once so they
can eat quickly and focus
elsewhere. And Singapore
Airlines’ Book and Cook
service features curated
dishes that premiumeconomy
passengers can
pre-order.
Next-level comfort...
First-class cabins have also
been taken to the next level.
The Residence by Etihad,
for example, is a three-room
private cabin in the sky that
offers a living room, double
bedroom and en-suite shower.
It comes complete with butler
and gourmet à la carte meals
or a custom menu.
Quick and efficient service
Helping premium renters
on their way as quickly as
possible and providing a
more personalised, efficient
service is driving South
African car-rental companies
to greater innovation.
One such is First Car
Rental’s Corporate Show&Go
Mobile Checkout feature,
which Melissa Storey,
executive head: Strategy,
Development & Marketing,
says was a world first in
mobile check-out facilities
when the company launched
it in September 2011.
“Gone are the days when
our premium renters had to
walk to the car-rental kiosk,
stand in queues and deal
with paperwork and payment
tasks. With Show&Go Mobile
Checkout, a First Car Rental
agent meets our corporate
clients at the airport arrivals
terminal with their rental car,
checks their identity and in
less than a minute they’re on
their way.”
Most car-rental companies
offer premium renters their
own dedicated kiosks for
a fast, efficient check-out
service. For example, Bidvest
Car Rental has a designated
area called Flythru, where
renters simply have to
produce a driver’s licence to
be on their way.
“This is achieved by
gathering all necessary
information when the
corporate or premium
account holder opens an
account facility with Bidvest
Car Rental,” says Gaynor
Von Loggenburg, sales and
marketing director.
Corporate renters also
benefit from Europcar’s
‘Ready Service’ kiosks, where
they simply have to produce
appropriate identification to
get the keys.
Some car-rental companies
have exclusive offerings
for their top renters. For
example, Europcar offers
an exclusive, invitation-only
platinum card programme
that includes a dedicated
platinum support service,
24-hour call centre, upgrades,
guaranteed vehicle availability
and 24-hour valet parking
at Acsa’s Executive Car Port
at OR Tambo International
Airport
Innovative new technologies
Technology is also being
used in innovative ways
to personalise renters’
experience.
Europcar is launching a
Data on the Go product,
a mobi broadband router,
which provides customers
with 1 GB of data a day
at an affordable rate,
available from Europcar’s
rental kiosks.
The company is also
launching a new mobilefriendly
website and new
mobile app in September
for customers who want
to make, amend or cancel
reservations from their
mobile phones.
First Car Rental is
launching a booking app
this month, available in
the Apple Store (Android
version to follow) enabling
renters to book, view and
amend their rentals via their
smart phones.
Bidvest Car Rental’s
new app, also currently
in development, will allow
customers to check in online
and change their profile and
requirements on the move.
Innovative in-car
technologies are also
becoming important to the
traveller. “Most vehicles
coming on to the market
today have Bluetooth,
GPS, USB and auxilliary
inputs that come as
standard,” says Gaynor
Von Loggenburg, “enabling
renters to charge and
use their smart devices
on the move.
“Future technologies will
facilitate a totally paperless
car-rental environment and
will enable customers to see
standing stock virtually so
they can choose the vehicle
they prefer to drive.”
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