Business Class Across the Atlantic
Long-haul business traffic is key to profitability
American, British Airways, Eos, and Virgin Atlantic already won the battle for slots between NY and London. But how do they attract customers? Business class.
Many airlines earn the bulk of their revenue on long-haul flights and, in particular, from the sale of business class seats. An article in the journal Airline Business points out that carriers in "Asia-Pacific, the Gulf and, to a degree, Europe ... rely most on winning lucrative, long-haul business traffic" [1].
The route between New York and London, specifically, is one of the most competitive routes in the whole industry. Not only is it long-haul, but with London as a gateway into Europe, and New York as a gateway into the United States, demand is strong and so is the prospect for airlines to earn big bucks.
American Airlines, British Airways, Eos Airlines, and Virgin Atlantic are the chief carriers to stake a claim to this route. How do they try to attract customers? Largely by devising and marketing the best business class cabins around. Here's an overview of what these carriers have to offer:
American Airlines-The "New" Business Class
American plans on phasing in its new business class seats, entertainment, and cabin design throughout 2007 in its Boeing 767-300 airplanes. The new seats will enable passengers to recline or lie-flat. A personal entertainment device will provide loads of audio, video, and gaming options. And, a perk that most passengers can appreciate-more space in overhead bins!
British Airways' Club World
"[It's] a club where you're free to sleep, work, or simply relax whenever you please," says British Airways of "Club World," its version of business class. On flights between New York and London, passengers can stretch out on flat beds, with "plump pillows" and "cotton-lined blankets" as they drift off to dream world. Sandwiches, fruit, cheese, ice cream, and other goodies are available in the galley throughout the flight when the munchies strike.
Eos Airlines is "Uncrowed. Uncompromising."
Eos Airlines thought, if yields from business class customers on flights between New York and London are so lucrative, why not remove economy class altogether and arrange the entire cabin into a first-class configuration? They did. Eos installed 48 seats inside each of their 757s, planes designed to hold as many as 220 passengers. The result? "The most personal space of any commercial airline," and "first class service" at "business class prices."
Virgin Atlantic's Upper Class Suite
Traveling in business class on Virgin Atlantic means that passengers are a part of the so-called "Upper Class." The airline claims that it has the biggest fully flat beds around, not to mention an onboard bar and in-flight massages. When bedtime calls, "Snooze Packs" are available to ensure that passengers have the ultimate sleep experience. They include socks, eyeshades, earplugs, and other items of your choice, such as toothpaste and moisturizer.
References:
[1] Shifrin, Carole, 1 February 2005, "Comfort Zone: From the front to the back of the aircraft, there are significant changes in cabin layouts and cabin sizes, with carriers seeking new ways to differentiate their product and maximise revenues," Airline Business, page 62.
[2] American
[3] British Airways
[4] Eos
[5] Virgin Atlantic
