Tag Archives: coach passengers

On the Subject of Seating…

On the Subject of Seating… have you ever wondered why you feel like a million dollars when you get an upgrade to business or first class? Is it because you have escaped the back of the plane? Well, partly of course. Who really wants to sit cramped up for 8 hours playing elbow war with your fellow passengers? Or worse still, knee war with the person in front of you who actually thinks that it’s cool to lower his seat so you can barely breathe or function. But the reality is that this feeling of elation as you settle into your semi luxurious environment and as you watch the coach passengers cramped into their seats has been carefully stage managed. After all, it is still the same long tube. Imagine if I said, “How about a hotel night for $24,000 with a lousy meal and your bed is a single bed and you’ll be sleeping next to someone you don’t know who snores all night?”

coach

So, architects have to create a dream or illusion. A great article in the New Yorker called “Game of Thrones” by David Owen tells the story of how it all started. In 1995, British Airways was the first airline to introduce fully flat beds in first class. From then on in, horizontal sleeping in airplanes became a competitive war of out-maneuvering and upping the ante, eventually spreading to business class while the poor coach fliers felt their knees touching the backseat of the passenger in front of them more and more. I recently went to an Emirates launch where they boasted of having showers for first class passengers.

One of the amazing things about the experience of flying in comfort is that it becomes addictive and can often be the highlight of the trip. A company based in the Shoreditch area of London designs airline seats for both Singapore Airlines and Cathay Pacific. James Park, its founder, started the company in 1974. His job is to create a space that is compliant with the safety regulations with a cool entertainment system and seating that can be acceptable in coach and astonishing in first class. All of this comes at an enormous cost. One of the amazing things is that the small video screen in coach which serves as your in-flight entertainment can cost around $1,000 per inch. That means that it’s roughly $10,000 per screen in coach alone. Not a bad precaution as it ensures that there are no cross wires so that somebody in 33C is not suddenly flying the plane. Seats have to be refreshed and ready for immediate re-boarding. Think of a wine spill or something even more grotesque!

Both Singapore and Cathay have been number one and number two in alternating years in airline comfort and first class/business class travelers’ choice for many years. The amount of design that goes into creating the space that you are sitting in is where the architects make their money. If you are flying on Alitalia in “Magnifica” class, then you know that they did not spend any money on their interior architecture. If you fly Delta, United, or American, for the most part you will not experience that same dream sequence as Singapore, Cathay, or Emirates. These are the big players in comfort zones and it stretches from the front to the back of the plane. No detail is left behind. You can even sleep with your wife in a double bed with a private curtain if you want to.

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British Airways reaches for a place in the upper hierarchy and even though their fleet has been upgraded, it is still miles away from the design and style of those three airlines. The fishbone-style seating in Virgin is cramped and out of date. Even on American Airlines, which has just upped the ante on its New York – London route by refitting its first class cabins, it misses the most important aspect of all of flying which is the service, the attentiveness, and the enthusiasm of the flight attendants from the top to the bottom of the plane.

Ultimately, you can spend all the money you want on refitting a plane but the flight attendants have the potential to undo it all in one second. That is the most reassuring part of the ever-changing tube we spend our lives flying in. No matter how fancy they make it inside, the fact is that the winning formula has to have the human element. The smile, the special attention, and imagining that every single person especially in coach is doing this for the first time and you have only one chance to make a first impression.

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The Airline Blues

When you get on a plane, do you ever think about how bizarre it really all is? We queue up and are herded into our designated sections of coach, premium coach, emergency exit priority seats, business, or first.

The plane essentially is a long narrow tube with varying degrees of comfort depending upon what you pay. We pray for upgrades to try to escape the nastiness of coach and use miles wherever we can to increase the likelihood of better seating and then get ready for the long journey across the Atlantic or Pacific or down the east coast. We expect to be served the worst food in the world, are grateful for the small bag of peanuts (unless there is someone on board who has a peanut allergy in which case you are forbidden from that small pleasure), pay for dreadful wine and warm beer, purchase the earplugs that are so bad that it’s not worth the cost, and put up with for the most part dreadful service from flight attendants who really gave up liking their jobs 30 years ago.

Well good news on the food front. Airlines are starting to understand that there is revenue to gain in food. Most people on long haul don’t invest in sandwiches or carry on food at airports. Wolfgang Puck and Gordon Ramsay have made inroads here but we still anxiously wait for the moment when we are handed the menu and pick the plastic chicken with congealed rice.

Madrid_Wine_and_Food_at_Table

Now overseas airlines are offering special cuisine food. On Air France you can choose from a variety of food options. There is French cuisine foie gras, duck confit, or Asian healthy or the usual but dramatically improved vegetarian options. Different from the past is that they charge you more for this service. The cost is between $20 – $30. But the food is actually decent and it’s worth it simply to watch the passenger in the seat next to you with the congealed and shriveled piece of over cooked meat (animal not known) stare at your appetizing concoction longingly.

It’s being rolled out in Europe first and American carriers, ever slow to move on this, are evaluating. Evaluating! This is a business opportunity. You can make money and have well fed happy fliers in coach. Hang on. Let’s not rush into this. They are our clients after all!!

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