Trapped in the global economic air pocket, CEOs and CFOs have been retelling the epochal story about the olive. Back in 1987, American Airlines decided to implement a simple but brilliant cost-cutting measure: they removed one olive from the salad they served with their first-class meals. Passengers didn?t notice but the airline ended up saving $70,000 a year. That was during the last global recession and the world is in a similar situation now, but with cost-cutting on the front burner and a number of airlines on the verge of bankruptcy, major carriers are actually sexing up their first-class service while cattle class is going the way of low-cost airlines.
It may seem paradoxical, even suicidal. In most airlines, first class is no more than 20 seats while economy makes up the bulk of passengers and seats. Yet, as most airlines try to stave off bankruptcy by cutting amenities and services to economy class, there seems to be a golden halo around first class. This is because upper-class passengers, although a small minority among international air travellers, account for almost a third of airline revenues. Cabin modifications that favour upper-class travellers are the fastest-growing segment in the aviation industry, meaning there?s never been a better time to fly first class.
The World Travel Awards have just announced the ?world?s leading airline for flying first class? and the award goes to Abu Dhabi-based Etihad Airlines for their Diamond First Class, but the other nominees are equally exceptional in terms of service and luxury. That has largely been thanks to the new generation of airliners like the Airbus A-380 and Boeing?s troubled Dreamliner. The A-380?s double deck has given airlines space to create ?suites? as opposed to traditional flat-bed seats. Singapore, Emirates and Quantas were the first to acquire the A-380 and their first class became the gold standard. Singapore Airlines markets its A-380 suites with the tagline ?A class above first?. It offers a double suite, marketed for honeymooners, with a double bed. In normal suites, the bed (2 m long) is separate from the seat and folds out from the rear wall whereas in Emirates and most other airlines, the bed and seat are integrated. Emirates, however, offers a shower and spa area, the first airline to do so.
The A-380?s huge size allows for greater luxury and amenities. Emirates and Singapore offer on-board lounges (separate for first and business class) where one can relax, have a drink and hot snacks, and both have wide stairways (unlike the narrow spiral type on the Boeing 747 jumbos) leading from one deck to the other. Emirates hired renowned chefs to create their seven-course meals, served, naturally, on Royal Doulton china. Singapore Airlines offers a higher tier called SIA Suites, a private cabin with sliding doors, a double bed for two passengers with turndown service, Givenchy bed linen and a separate reclining chair and table. They also get pajamas and Kiehl?s toiletry kits. Solo travellers can get single-suite cabins. Singapore also has a ?book a cook? service, where first-class clients can choose meals created by Michelin-starred chefs at restaurants in New York, Paris and Los Angeles.
Air France and Lufthansa have joined the A-380 club and are offering on-board services like private mini bars in the suites, adjustable lighting, regular mattresses and pillows, Egyptian cotton sheets and designer amenity kits, apart from the finest in wines and gourmet cuisine, and a dedicated bartender on board for those who prefer their cocktails shaken not stirred. Air France has added an electronic art gallery adjoining its lounge area. Air India has upgraded its first-class ante with the Dreamliner, now sadly, grounded. However, when it?s back in the air, the special features are the extra large lay-flat seats, large, well-equipped toilets and a special air-filtration system that humidifies the cabin so you emerge clean and refreshed after a long flight. Jet Airways also offers private suites with an ottoman and a two-person table on its international flights.
The competition for the best first class is hotting up. British Airways has just upgraded its service but not on its flights to India. Swissair?s first class offers an executive desk that converts to a dining table for two. Lufthansa added cabin humidifiers and both a flatbed and a chair to each first-class suite on their 747s. It also offers designer pajamas and slippers, now fairly routine.
Itihad?s Diamond First has suites with seats designed by legendary Italian company Poltrona Frau and Givenchy linen. The champagnes, Dom Perignon and Krug are served in the best crystal flutes money can buy. There?s an on-board chef for first-class passengers and even a food and beverage manager, widescreen TVs, a changing room, private mini-bar and wardrobe, and designer lounge wear. Actually, the best part about first class is on the ground, when you get to be the first to board and deplane, avoiding those sweaty queues who don?t have access to a shower at 30,000 ft.
The writer is Group Editor, Special Projects & Features, ?The Indian Express?