Once labelled an airline of last resort, the born-again Air New Zealand has now become a frontrunner on Australia-New Zealand-US routes with a starkly different product at the cutting edge of industry trends.
Once labelled an airline of last resort, the born-again Air New Zealand has now become a frontrunner on Australia-New Zealand-US routes with a starkly different product at the cutting edge of industry trends.
According to the airline’s general manager international airline, Ed Sims, Air NZ is now offering its long-haul passengers an in-flight product second to none.
“We are redefining long-haul travel; this is a game-changing initiative,” Mr Sims said.
And it is certainly a game that Air NZ needed to change, with 75 per cent of the airline’s assets tied up in a long-haul fleet that contributed only a paltry 6 per cent of profits because high-yield passengers were shunning the airline for Qantas.
Recently retired Air NZ CEO Ralph Norris told WA Business News in September that: “We talked to our former long-haul customers and they all said if we come up with a great product they will come back”.
From August, the airline started rolling out its totally “made-over” 747s on routes such as Melbourne and Brisbane to Auckland and San Francisco.
Air NZ’s fleet of Boeing 747-400s and eight factory fresh Boeing 777-200ERs are being configured with a three-class layout that according to Mr Sims “reflects what the flying public are demanding rather than what airlines want to offer”.
It is the only airline offering premium economy seating on services to and from New Zealand and the US.
This class has a modest start with just 26 seats in the rear of the upper deck of the 747 and it may not be long before the airline is converting a complete zone on the main deck to Premium Economy.
Air NZ has also added in-seat entertainment for economy and has done so with flair with an on-demand system incorporating 780 hours of selections displayed on a high-resolution video screen.
Total cost of the upgrade for the 747s is $NZ160 million and the first 747 took 70,000 man-hours to modify.
“And with the makeover comes new uniforms and in-flight catering service,” Mr Sims said.
The new interior furnishings feature extensive use of leather and soft blue and green fabrics in the economy cabin.
“Right through the aircraft we are creating a luxury lodge-style experience for which New Zealand is famous,” Mr Sim said.
“Complementing that look, our flight attendants are engaging and are involved in the evolution of the new product. We are far more interested in our flight attendants being warm and friendly than whether the wine label is facing the right way when passengers are served.”
Air NZ’s first 777-200ER aircraft is expected to be in service in November with the balance of seven to follow within 12 months.
The 777s are replacing the airline’s 767 fleet and were part of a massive commitment for 52 777s and 787s placed last year.
“The airline’s new US destination, San Francisco, will be the first city to have guaranteed refitted 747 services with Los Angeles and London to follow,” Mr Sims said.
Air NZ started San Francisco flights last year to reduce dependence on Los Angeles and as part of its strategy of hub-busting, a tactic which has just gained favour at Qantas.
Air NZ recently announced a doubling of the San Francisco flights from three to six return services a week from November 29, and on that date the flights will be handled by the 777-200ERs.
“The San Francisco route has proven to be remarkably successful for both inbound and outbound travel since we introduced it in June last year,” Mr Sims said.
“We hope to go to daily shortly. I think San Francisco has more legs in it yet and we would look at increasing flights to possibly double daily later next year.”
Perth passengers can access the new international product via Melbourne or Brisbane, and of course from Auckland.
