Airlines take luxury to new highs in tough times

New Delhi: Times might be tough for airlines, but that hasn’t stopped them from adding new sops to attract hi-fliers. For most international airlines, luxury has become the key differentiator. They are adopting varied means like larger aircraft, in-flight mobile phone service, chauffeur-driven service, in-flight bars and entertainment programmes to attract travellers. These add-ons are available on a class increasingly being labelled as ‘beyond first’.
Kingfisher Airlines’ marketing head, Vikram Malhotra, says: “With an increase in the elite consumer base, the superior product and service experience has become the heart of Indian aviation business model.” Affirms Orhan Abbas, Emirates’ vice-president (India & Nepal): “As there is an increase in the aspirations of the business and first class travellers and the expectations of a personalised touch, we see strong demand for high-end facilities.”
For instance, the recently-launched chauffeur-driven service by Emirates saw over 70% of their customers availing this facility. Says Lufthansa Airlines’ director (South Asia), Axel Hilgers: “The market is bright for high-end facilities offered by various airlines as it acts as the deciding factor for a passenger while making the choice for airline he/she would like to travel. Investment in high-end facilities will yield quality results in future.”
Singapore Airlines has invested $360 million for next-generation cabin products for aircraft that currently fly on Delhi and Mumbai night flights.
If Singapore Airlines offers Givenchy-designed sleeper suits and Ferragamo toiletry kits to its first-class passengers, Emirates provides the luxury of a shower spa at 40,000 feet and a lounge to socialise in. Jet Airways has an all-new premiere product — installed on the Boeing B777-300ER and Airbus A330-200 — that will create a virtual living room, a space to work rest or play.
10/10/08 Jyoti Johar/Economic Times

To Read the News in full at Source, Click the Headline

Categories: Indian Aviation- In General Oct 2008