Passengers willing to invest time and money in search of comfort
A new generation of discerning passengers is increasingly researching in-flight seat comfort prior to booking long-haul, full-service flights, according to Airbus' International study.
“Passengers are acutely aware of inflight comfort and this impacts purchase decisions,” Kevin Keniston, head of passenger comfort for Airbus, said last week. “Our research reveals that almost half of economy passengers are prepared to pay more in order to get greater comfort in economy.”
Airlines are already responding by differentiating their seat offerings within classes and placing a price premium on more comfortable seat options – such as aisle, front row or emergency exit seats.
“Seat width however is a key determinant of comfort and as such passengers are increasingly investing time and money to avoid enduring a 17-inch crusher seat on a full-service, long-haul flight.”
Passengers are prepared to dig deeper into their pocket to pay for more comfort in economy. Some 54 per cent believe an increase of seat comfort is critical, leading to 41 per cent prepared to pay more within economy and 5 per cent considering investing in an upgrade in search of more comfort.
This growing cohort of economy passengers is increasingly not prepared to accept crusher seats and 34 per cent are turning to specialist websites to determine true seat value prior to booking flights.
Passengers cited lack of sleeping comfort, back and leg ache as the top three factors for discomfort on long-haul flights.
They also said seats that are too narrow would have a negative impact on their post-flight well-being, making them tired and have sore muscles. Post-flight well-being is of particular concern to business passengers who need to ensure they are able to perform at work environments after they arrive at their destination.
Airbus has always maintained a seat width standard of 18 inches or 45.72cm for long-haul, full-service economy in order to deliver greater comfort to passengers.
