I love flying. Of course, I eagerly anticipate the destination?be it for work or pleasure, I am always excited to get where I?m going. But the best aspect of flying is that it provides a rare chance to be alone and do some quality thinking, reading and, well, drinking. Think about it. For busy executives, few other places provide the time and privacy needed to get ahead on an important project, consider long-term strategy, or just enjoy a good book with a nice glass of champagne. No phones, no e-mails. Did I mention I dread the proliferation of onboard WiFi?
Luxury is contextual. While you can certainly enjoy fine meals and service at a nice restaurant on the ground, consistently delivering the same in a metal tube hurtling across the Pacific is something different all together. So while my previous column focused on the comparatively easy ?hard product,? here I?ll discuss my favourite airlines? service and meals, the most important ?soft product? attributes. Business class passengers should get prompt, efficient service and quality meals. For the price of first class, airlines should offer truly interesting meals and fine champagnes along with bespoke service and the option to dine when it suits you.
Cathay Pacific: I mentioned Cathay?s advertisements in a previous column and their focus of late seems to be on the personality of their people. The idea is that you?ll have a better flight because of ?Doris,? or ?Grace.? And you know what? It?s actually true. Cathay recruits social and friendly flight attendants that actually enjoy their work. And you?ll enjoy it, too, as you get your pre take-off champagne (Krug Grande Cuvee) and pajamas. Western menu options include well-made renditions of standard steak and seafood dishes, but I suggest you choose the Chinese meal, which is where Cathay excels. Try the abalone. Actually, in first class you should feel free to pick and choose dishes from any menus offered?a quality airline such as Cathay should oblige.
Asiana: This Korean-based carrier is not as well-known as it should be. Asiana?s hard product is fine, but not spectacular. However, their service in long-haul first class is. The meals are a delight and include a starter, two mains, cheese and fruit, and desert, coffee/tea and petit fours. You?ll enjoy decent wines on Asiana, but it?s the food that stand out, with dishes such as gravlax, abalone and prosciutto and beef tenderloin that is actually cooked to order. The flight attendants are elegant, always kneel to speak and always addresses you by name. Asiana is a Star Alliance member so you should consider working them into an itinerary to China or the US. A nice parting touch: your first class flight attendant will present you with a gift such as a mug from Versace or a passport cover.
Singapore Airlines: Singapore is nothing if not consistent and if you are looking for a proper luxury travel experience you will find it in an SQ first class cabin. First of all, they get the fundamentals right. The crew is polished and polite and genuinely pleased to have you onboard. Flying in first class, or even in business, you are made to feel as if you are the most important passenger on the plane. Second, all of the little things are done properly, with everything from the uniforms to the flowers well considered. Finally, Singapore offers wonderful extra touches such as Book the Cook, whereby you can pre-select a special meal in advance. Champagnes are Krug and Dom P?rignon, while amenity kits are Givenchy and Ferragamo. Some travellers consider Singapore?s service to be too ?robotic? but the staff with my flights has been a delight. There is a reason that Singapore is the standard by which other airlines judge themselves: they are the best.
Deepak Ohri is CEO of lebua
Hotels & Resorts. He can be reached at deepak@lebua.com