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Issued worldwide Feb 13, 'The Future of Comfort:
Asia' report reveals new insights into the evolving
demands of tomorrow’s increasingly influential
Asian air passengers. It was conducted by global
future consultancy Future Laboratory.
The research reveals two emerging typologies
of Asian travellers who, due to the rise of social
media and shared global online experiences, have
an increased knowledge of flying and will demand
an enhanced level of comfort:
- New emerging affluent travellers are first
time careers, aged between 18 and 34, highly
knowledgeable and wowed by services and add-ons.
- High income frequent travellers are more
experienced flyers, in the middle of their career
and focus on personal time and comfort in the
strictest sense, with seat width playing a key
factor in their perception of comfort.
Whilst their comfort expectations vary slightly,
there is a clear commonality on the importance
they place on a number of factors:
- Sleep, wellbeing and relaxation lead to higherproductivity.
This is of particular relevance in Asia, where
emerging markets are opening up business opportunities
and 70 per cent of travellers in economy class
are flying for business in Asia (highest percentage
globally**). Asian passengers believe that the
chance to rest on a flight unlocks higher levels
of productivity, as opposed to the western view
of seeing this time as a chance to catch-up
on work. A productive flight is seen by the
Asian flyer as one where they can relax (78%),
sleep (58%) and then work (56%) – in that
order.
- Asians would pay more money for more seat
space as it symbolises improved comfort and
brings more relaxation. The majority of Asian
consumers (58%) believe that the seat itself
is the top factor affecting their sense of comfort
when flying. 60% believe that wider seats are
the top requirement for ‘improved standards
of comfort’ and 42% would pay more for
increased seat width. Wider seats improve views
of on-board productivity (53%) followed by more
legroom (48%), adjustable seating (43%), quiet
zones (42%), and increased arm room (37%)
- Service levelsmotivate Asian economy class
passengers to book a flight with a particular
airline brand. Better cabin service is the top
factor influencing future booking decisions.
The report also identified three future macro
trends for comfort demanded by the Asian market:
- The Always on Cabin - Wifi enabled cabins
with telephone and conference calling facilities
will be seen as a pre-requisite to the large
volumes of Asian business passenger traveling
to unlock business opportunities in a world
of 24/7 access.
- 3D technology - having already made its mark
in entertainment and retail, 3D is expected
to be offering more immersive film and shopping
experience on board. Airbus is future proofing
aircraft currently in production with the integration
of fourth generation in-flight entertainment
(IFE) systems including 3D TV.
- Energizing Cabin ?- Asian Flyers agree that
greater in-flight wellbeing allows passengers
to relax and unwind, which are seen as key to
productivity. Air Quality, cabin quietness,
mood lighting and seat space are areas where
Airbus is leading to promote heightened passenger
wellbeing.
Kevin Keniston, Airbus’ Head of Passenger
Comfort comments: “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 long haul travel for the Asian population now
and in the future. Airbus offers airlines the
ability to respond to these market demands now.
Our unique aircraft designs deliver comfort without
compromise; the ability to offer passengers high
levels of comfort whilst simultaneously delivering
the most fuel efficient economics to airlines.”
Martin Raymond, co-founder of The Future Laboratory
comments: “Our report reveals rich insights
into the needs of passengers across eight key
Asian markets, and the unique cultural and behavioural
drivers around the notion of comfort. It is clear
that the emerging typologies of Asian travellers
place comfort at the heart of their purchase decisions.”
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