Aer Lingus

Aer Lingus’ new Business Class ticks many product and service innovation boxes

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By Raymond Kollau, airlinetrends.com

Airlines around the world are working hard to keep up with the cabin interior upgrade arms race by introducing bigger and better premium seats, as well as smarter and lighter designs in Economy. At the same time airlines are coming up with creative ways to improve the ‘softer’ service elements of the inflight experience, ideally taking a holistic approach to design a branded passenger experience.

Irish ‘value carrier’ Aer Lingus recently announced details of its new 32-seat Business Class cabin, which in our opinion ticks many boxes of what the Business Class experience should look like in the coming years, as the airline has come up with a very well thought-out combination of product and service innovations. Or as Irish newspaper The Independent put it: “Is Aer Lingus’s hot new cabin a business ‘class’, ‘service’ or ‘experience’?”

Examples include pre-flight dinner in the airline’s JFK and Boston lounges for passengers who want to maximize their sleep onboard, free wifi and ample stowage space for personal devices, the provision of dinner on demand onboard, tapping into Aer Lingus Irish heritage with items such as locally sourced food and the amenity kit cosmetics, and providing pre-flight clearance of US customs and immigration on flights leaving Dublin and Shannon.

Sleep, work, dine, relax
The seats, manufactured by fellow Irish company Thompson Aero, have been customized by Factorydesign who are also responsible for the new Thompson Vantage-based ‘Mint’ Business Class on JetBlue’s new subfleet of transcontinental A321s.

Aer Lingus new Business Class seat transforms into a fully-flat 6’6” (2 metres) bed, which is one of the longest in the industry, with a seat width of 22”. The staggered layout offers direct aisle access to 90 percent of Business Class passengers except those with a window seat in the first row. Irish supplier Botany Weaving has provided the fabrics for the Business Class cabin such as seat covers, carpets and curtains, with the fibres designed to reflect Ireland’s weaving heritage. A video of the new Aer Lingus Business Class cabin here.

Aer Lingus will introduce its new Business Class on its seven A330 aircraft from March 2015, and what makes the airline’s new premium passenger experience of interest is that Aer Lingus aimed to come up with product and services that design for multiple uses of one space based on a passenger’s needs, depending on whether they wish to sleep, work, dine or relax. Read full article »