Asian passengers shaping future of economy class
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Air travellers in the Asia Pacific region are shaping the future of long-haul economy class products, according a new report by Airbus.
The study, ‘The Future of Comfort: Asia’ was conducted by the Future Laboratory consultancy firm on behalf of Airbus, and offers new insights into the demands of Asian air passengers.
Airbus forecasts that the Asia Pacific region will account for 45% of global passengers by 2032, making Asian passengers the dominant economy class flyers of the 21st Century. And the research has identified two clear market segments within Asia: new emerging affluent travellers and high income frequent travellers.
The first segment is likely to be aged between 18 and 34, “highly knowledgeable and wowed by services and add-ons”, according to the research. The second segment includes more experienced flyers, with a focus on time and comfort.
But while the two segments’ expectations vary slightly, they share many common standards. Seventy percent of Asian economy class travellers are flying for business – the highest percentage globally – so comfort and convenience are particularly important in the region. The research showed that a productive flight is seen by the Asian flyer as one where they can relax (78%), sleep (58%) and work (56%).
Asians would also pay more money for extra seat space, it was revealed. The majority of Asian consumers (58%) believe the seat is the most important factor affecting their sense of comfort when flying. Sixty percent believe that seat width is the top requirement and 42% would pay more for a wider seat. Wider seats are viewed my most Asian passengers (53%) as improving onboard productivity, more so than extra legroom (48%), adjustable seating (43%), quiet zones (42%), and increased arm room (37%).
The Asian market was also found to be more demanding of in-flight technology, with passengers stating the need for Wi-Fi-enabled cabins, along with telephone and conference calling facilities.
“The voice of the Asian passenger is fast becoming the dominant voice in the aviation industry and will dictate the future of flight,” said Kevin Keniston, Airbus’ head of passenger comfort.
“This new research clearly shows that comfort is paramount to satisfying the needs of long-haul travel for the Asian population now and in the future. Airbus offers airlines the ability to respond to these market demands.”
The study considered the views of approximately 8,000 travellers in the Asia Pacific region.
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