China Airlines

Branded Experience: China Airlines’ A350 showcases Taiwan’s nature

As the airline industry has always captured people’s imagination, airlines can tap into their country’s heritage to incorporate a bit of storytelling into the passenger experience. Legacy carriers in particular can benefit from their ‘flag carrier’ status to differentiate from cheap and cheerful low-cost airlines.

Going local provides airlines – and their countries of origin – with a ‘soft power’ tool to showcase their national heritage and offer passengers a way to experience local culture onboard – even when they are only flying the airline to transit to a third country. This also resonates with consumer trends such as authenticity, storytelling and the rediscovery of national and regional identities in a rapidly globalized world.

Airlines that are doing a good job in this perspective are Finnair, Icelandair, SWISS, Hawaiian, Etihad, Air New Zealand and China Airlines. For more on this ‘branded experience’ topic, see this excellent article by Marisa Garcia.

Flying Ambassador of Taiwan
In 2014, China Airlines launched its ‘NexGen’ program with a design team led by Taiwanese designer Ray Chen.

Moving beyond the generic grey and blue cabin environments, Chen sought to design a cabin environment that – in China Airlines’ words “serves as a platform to showcase Taiwanese culture and setting foot into our cabins is like stepping into a traditional Chinese landscape painting.”

For example, the cabin walls and seats of China Airlines’ B777-300s and A350s are decorated with finishes of persimmon wood grains, as well as the table surfaces of the seats in Business. Persimmon is an edible fruit whose tree is symbolic to good wishes.

Apart from the wood veneer finishes, the cabin is also covered in a dark carpet with geometric images of the persimmon fruit. The negative spaces of the caligraphic drawings are of light gold colors while the positive spaces are dark blue. Furthermore, lavatories on the A350 also follow the local design philosophy in having a Chinese landscape ink painting on the wall. Read full article »

China Airlines mobile app lets passenger pre-order duty free, pre-select meals, and book high-speed rail tickets

Passengers, spoilt by availability of user-friendly apps on their smartphones that allow them to manage many parts of their daily life, are raising the bar for airline apps to become more relevant as well.

Digital travel companion
At the same time many airlines are working to evolve their app into a ‘digital travel companion’ in order to extend their service beyond just flying passengers from A to B, and generate some ancillary revenues in the process.

Describing its mobile app as a “personal travel secretary,” China Airlines’ app features innovative functionality that goes beyond the regular airline app basics of searching, booking, seat selection, check-in, and flight status.

Ancillaries, recommendations
Besides offering passengers the option to purchase ancillary services such as excess luggage and in-flight Wi-Fi, the China Airlines app provides recommendations on destinations and duty free items. The suggestions are based on the data of passengers who are logged into the app and uses elements such as the flight history and duty free purchasing records of members – as well as data of members with similar attributes – to generate personalized recommendations.

Duty free items can be purchased via China Airlines stand-alone SkyBoutique duty free app, which is accessible linked to the main China Airlines app.

Pre-select Business Class meal
Many airlines today – ranging from Singapore Airlines to American Airlines – give passengers in Business with the option to pre-select their meal. This gives frequent travellers more meals to choose from, while it allows the airline to plan and load more efficiently and reduce waste.

However, several airlines still only allow passengers to pre-select their meal via the website, or even the phone, while this kind of service is a typical mobile app feature, as it offers passengers a convenient way to add their preferred meal to their booking in the run-up to their flight.

Similar to Qantas and Qatar Airways (among others), China Airlines Business passengers can select their preferred meals via the mobile app and choose from 10 different meals to pre-order 14 days to 24 hours before departure. Read full article »

China Airlines to feature ‘Sky Lounge’ and ‘Family Couch’ on new B777-300ERs

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Special thanks to Kai-Chin Shih at >talkairlines for providing input for this article.

As part of its ‘Next Generation Plan’ Taiwan’s flag carrier China Airlines is transforming its products and services with the airline’s new Boeing 777-300ER (which will enter service this month) becoming the airline’s flagship aircraft to showcase the upgrades it has come up with in partnership with well-known Taiwanese architect Ray Chen. Besides using the texture of persimmon tree grain to decorate the partition walls of the cabins and the parts of the Business Class seats, two eye-catching innovations include a ‘Sky Lounge’ in Business and ‘Family Couches’ in Economy.

Galley as social area
Airlines operating the A380 superjumbo – such as Emirates, Etihad, Qatar Airways and Korean Air – have been using the relatively large amount of cabin space on this flagship aircraft to feature social areas such as onboard bars and lounges in their premium cabins. The A380 provides 50 percent more floor space compared with the B747, but airlines on average install only 35 percent more seats.

On the B777-300ER – which is replacing the B747-400 as a flagship aircraft – airlines such as British Airways (‘Club Kitchen’), American Airlines (‘Lobby Bar’) and Japan Airlines’ (‘Sky Gallery’) have been reimagining how the galley located in the premium cabin could become the domain of passengers as well, after regular service is over.

‘Sky Lounge’
The latest example of how the galley in the premium cabin can be turned into a social area (on non-US flights where it is prohibited for passengers to stand or group together on board) comes from Taiwan-based China Airlines, which will feature a ‘Sky Lounge’ in the Business Class on its upcoming fleet of B777-300ERs.

Designed by well-known Taiwanese architect Ray Chen – who has been responsible for the design of the flagship store of book chain Eslite in Taipei – the new design of China Airlines’ Business Class cabin aims to give customers a feeling of relaxing in their personal reading space. The texture of persimmon tree grain has been used to decorate the partition walls of the cabin, and the Business seats feature stand-alone reading lamps.

The ‘Sky Lounge’ galley located in the middle of the Business Class cabin of China Airlines B777 (seatmap here) doubles as a self-serve bar and social area. During the flight, passengers can choose to walk up to the lounge to enjoy food and drinks while chatting with other passengers. Read full article »

China Airlines unveils ‘Family Couches’ on its upcoming B777-300ERs

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This article originally appeared on >talkairlines

By Kai-Chin Shih | >talkairlines

China Airlines has finally released details on its Boeing 777-300ER Economy Class, which will include normal Economy Class seats and the new Family Couch. Family Couch is a version of Air New Zealand’s (ANZ) revolutionary Skycouch. ANZ licensed the seating type to China Airlines earlier this year, making China Airlines the first airline other than ANZ to install the seats.

Family Couch is a row of three Economy Class seats that together adapt to create a flat flexible space to stretch out and relax in. Passengers can raise the footrests and armrests 90 degrees during inflight and enjoy a comfortable sleep. The experience can be further enhanced with the mattresses, pillows, and blankets provided by the cabin crew.

Specially designed seat-belts, to be attached to the passenger’s seat and the front seat-back (which is the reason why Family Couch won’t appear in the first row) are also handed out by the cabin crew, indicating that unless one buys Family Couch ticket, he/she can’t enjoy the bed-seat. When all the footrests and armrests are raised up, the total area of the seat set will be 64cm wide and 140cm long.

10 rows
This new type of seat will be installed in the ten rows after the first row of Economy Class. However, they will only be limited to the far right section. A three-person ticket for Family Couch can be up to 60 percent cheaper than the fare of three Business Class seats.

Both the Family Couch seats and the normal Economy Class seats are manufactured by Zodiac Aerospace. The seats are slimmer than China Airlines’ current Economy Class seats and can allow passengers to recline up to 118 degrees, compared to the current 106 degrees and seat pitch is 32 inches. Each seat comes with a 11.1-inch high definition personal screen which uses Panasonic’s new eX3 system.
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