Comment: Will economy ever get a radical makeover?
There is no doubting the quality of Etihad Airways’ new product, designed for its soon-to-arrive A380 and 787 Dreamliner and which, over four years, will be retrofitted on the rest of its fleet.
Unveiled by Etihad's Melburnian chief executive James Hogan, and then showcased to international media at the carrier’s impressive Innovation Centre in Abu Dhabi, the product has been a long time in the planning.
Five years in fact.
The painstaking research and design project, which began in a rat-infested warehouse a stone’s throw from Heathrow in 2008, culminated last Sunday at the Fairmont Bab al Bahr, a plush hotel which sits opposite the majestic Grand Mosque in the capital of the United Arab Emirates.
The contrast in locations could have hardly have been greater.
Predictably, and perhaps correctly (although such things are always a matter of opinion), there was much talk of “setting new standards” in air travel, of “raising the bar” and exceeding the expectations of an increasingly demanding, and sophisticated traveller.
Also predictably, almost the entire focus was on premium cabins, the seats (and beds) which the vast bulk of the travelling public never gets to experience.
That’s not to say economy was neglected. Developments have been made to the back of the aircraft, or lower deck in the case of the A380 where 417 economy seats are located.
But there was no escaping that the wow factor was solely reserved for business, first and “super VIP” passengers, as Hogan branded those who are likely to occupy The Residence, Etihad’s opulent three-room cabin on the A380.
Perhaps it is wishful thinking, correction, it is wishful thinking, but I long for the day when something truly radical is designed for the less affluent air traveller. It’s not meant as a criticism of Etihad, for improvements were forthcoming in economy in the form of a fixed headrest, fleece blankets and pillows and stylish d√©cor.
Seat back entertainment is also now a norm in economy and service levels on some carriers – though not all – is better than it has ever been.
Yet economy remains what it has always been. Row after row of tightly packed seats which make for an uncomfortable long haul trip for the majority of passengers.
One of the design team who spoke to media on a tour of the newly-opened Innovation Centre explained that while changes appeared to be small, they meant a great deal to the economy traveller, such as the fixed headrest. There was clearly no intention to be so, and you knew what they meant, but I couldn’t help feel it was a mildly patronising approach to economy passengers. Give a starving man a slice of bread and he’ll think it’s a feast.
Of course, where there are space constraints, as there are in economy, design options are limited and manufacturers’ are resistant to major changes to existing configurations.
Staggered seating was among the ideas mooted during the design process, which would remove the necessity to sit directly next to someone. That suggestion stemmed from passengers not wanting to have a sleeping neighbour “drooling over them”, or simply invading their space. The staggered seating plan failed to get off the ground.
As for ripping out a few rows of seats to provide more legroom throughout the cabin, well, the economics just don’t stack up.
Manufacturers initially resisted some of Etihad’s ideas for the premium cabins. In particular, the curved design of the First Suite aisles on the 787 was an issue. So a radical change in economy, the design of which has barely altered down the years, was always going to be tough. I suspect that will remain the case for years to come.
The premium cabins are, it must be said, outstanding in their levels of design and comfort. Of course there is a price to match. But leaving that aside, airlines are pushing the design limits, or as Etihad described it, “disrupting the status quo” as it attempted to recreate the experience and exclusivity of a boutique five star hotel.
It’s fair to say that Hogan and his Etihad Design Consortium achieved that goal.
The ability for couples to affectively sleep together in six of the A380 First Apartments was a particularly interesting development, with the 64-inch sliding doors providing ample privacy. Each apartment also features a reclining lounge chair. The chilled mini bars in first class on both the A380 and 787 was also a nice touch, as was the vanity unit.
In business class across both aircraft types, a small table, or “side furniture surface” as it was described has been added which enables travellers to rest their laptop, and continue working, while they dine. Again, it’s a top notch product.
As for The Residence, the flagship three-room private cabin for “Super VIPs”, it will cost $20,000 – one-way – between Abu Dhabi and London, a flight time of less than eight hours. It is luxurious and completely unnecessary. But since when has that mattered for those with the ability to pay for such a product?
Email the Travel Weekly team at traveldesk@travelweekly.com.au
airlines economy etihad etihad airwaysLatest News
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. The idea for Kamalaya […]
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar hits 20 and everyone else gets the presents with free return flights to domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Staff in the new Sydney office have been welcomed by a week of rain on the forecast.
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Rooftop cocktails hold a dear place in your heart? Look no further than RIU Chicago.
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents’ chance to score free spot on Intrepid trip to Antarctica
This is the trip of a lifetime, even if you are scared of the cold!
Bonza nosediving amid mass cancellations and reports of repossessed planes
Bonza's days appear to be numbered as the low-cost carrier today announced mass cancellations around the country.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Pullman Sydney Penrith ties up with Trilogy Hotels, announces new GM
The crew from Trilogy hotels doing their best impression of the Penrith front row here.
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.
South African Airways to relaunch Joburg – Perth flights as economic ties strengthen
Bringing two of the world's most distinctive accents closer together, for good or for bad is yet to be determined.
My journey: Before becoming a travel agent I was… a palliative care nurse
Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse? ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.