Cathay upgrade all class for long haul

Last month, Air Transport World’s airline of the year winner, Cathay Pacific Airways, used the occasion of its 60th anniversary celebration in Hong Kong to unveil a radical upgrade of its first, business and economy class products.

The radical upgrade is the first time an airline has ever revamped its entire cabin at the same time, and also marks the first major improvement in economy class in decades.

Cathay Pacific told WA Business News that: “The product upgrade is the result of a detailed assessment of the airline’s inflight product needs in the coming years, taking into account passenger satisfaction and the need to maintain product competitiveness.”

The airline says the main driving force behind the upgrade is a desire to improve seat and cabin comfort and provide a better all-round flying experience for passengers in all classes.

Cathay worked with leading transportation design consultant, Design Q, to come up with the overall long-haul product design concept.

The new economy seats are set in a slight recline position that cannot be moved.

By pushing a button, passengers can move the seat cushion forward and the seatback cushion down, producing greater recline than conventional seats.

Passengers get more legroom because magazine holders have been moved from seatbacks to the front of the seat beneath passengers’ knees.

The carrier has retained its 82-83 centimetre seat pitch in economy – up to 5cm more than most airlines – and also added larger video screens for economy passengers.

For additional safety, all seats on the aircraft now feature shoulder belts for use during takeoff and landing.

Cathay Pacific has always enjoyed high satisfaction ratings for its long-haul economy class product, but increasing passenger expectations and competition in this market meant the airline needed to review its offering for the future.

Research indicated that economy class passengers were increasingly concerned about travel-related health issues on long-haul flights as well as living space and legroom.

The new economy class cabin has been completely changed, with a new seat product redefining the form and function of the traditional economy class seat. The new seat features a ‘fixed back’ design, similar to a mini-business class seat, which allows the passenger to recline without intruding on those seated behind.

This is the first economy class seat in the airline industry to provide a fixed living space and passenger recline in this manner.

In addition, the seat frame and structure has been designed to maximise knee and shin clearance, and remove awkward fixtures and fittings that undermine comfort.

Overall, the changes to the seat and cabin are designed to encourage long-haul economy class experience to be enjoyed rather than endured.

In business class, Cathay has attempted to improve on Virgin Atlantic’s and Air New Zealand’s herringbone lie-flat bed concept by installing what it calls “softer” beds and huge 38cm video screens for each seat.

Cathay has gone for a full lie-flat bed in business class with an improved living space and enhanced individual privacy.

The new long-haul business class cabin has been designed to meet the working requirements of business travellers without any compromise in comfort.

A new seat, designed and manu-factured by US-based B/E Aero-space, transforms to a totally flat bed.

Ergonomically tested foams further improve sitting/lounging comfort and promote restful sleep.

The seat features exclusive LEAPLive Back technology, designed for an award-winning office chair, providing dynamic and continuous support for the spine in all positions. Other features include a bigger personal television and the introduction of audio and video entertainment on demand.

For the first class cabin, the airline has successfully achieved its aim of more space and more privacy, creating the feel of a private relaxation suite.

The first class seat can be used as an armchair, a chaise lounge or an extra long and wide bed, which features a plush mattress, duvet and lumbar massage function.

An ottoman in the suite and an extendable table allows passengers to invite friends to join them in-flight.

New, more subtle lighting provides the perfect ambiance within the suite, and passengers can enjoy a cinematic experience with the bigger, highly adjustable personal television.

Three contiguous working surfaces and in-seat power are provided, allowing the suite to be quickly converted into a workstation. All cabin luggage can be stowed in the suite itself, providing easier access to personal possessions.

And the bed is the largest for any first class.