IN-FLIGHT comfort will feature strongly in the future of longhaul economy travel as Asian passengers shape demand in the 21st century, with cabins providing everything from 3D-enabled entertainment to conference call facilities.
A study conducted by global future consultancy Future Laboratory and published by Airbus,The Future of Comfort: Asia, forecasts that Asia will contribute 45 per cent of travellers by 2032, making Asians the dominant force behind evolving travel demand.
The report simultaneously threw light on three future macro trends for comfort in demand in Asia: Wi-Fi-enabled cabins with telephone and conference-calling facilities; 3D-enabled entertainment; and a more relaxing cabin for greater in-flight well-being, measured through air quality, cabin quietness, mood lighting and seat space.
Although the publication identified two distinct types of travellers – new emerging affluent travellers and high-income frequent travellers – both groups place similar importance on in-flight creature comforts.
With 70 per cent of travellers travelling for business, Asian flyers regard a productive flight as one where they can relax (78 per cent), sleep (58 per cent) and then work (56 per cent). Asian passengers are inclined to use flights to rest in order to be productive later while Western travellers seize the opportunity to catch up on work.
Fifty-eight per cent of Asian travellers ranked their seats as the top factor influencing comfort levels and 60 per cent said wider seats would provide ‘improved standards of comfort’, while 42 per cent would pay for more space.
Other elements that could improve comfort include more legroom (48 per cent), adjustable seating (43 per cent), quiet zones (42 per cent) and more arm room (37 per cent).
Kevin Keniston, head of passenger comforts, Airbus: “The voice of the Asian passenger is fast becoming the dominant voice in the aviation industry and will dictate the future of flight. This new research clearly shows that comfort is paramount to satisfying the needs of longhaul travel for the Asian population now and in the future.”
