Air France blurs the lines in premium and business cabins
CAN’T afford business class, but not too keen on getting down to business abroad after a taxing long-haul flight in row z of economy?
This column has examined the growing trend towards the middle ground — premium economy — which has been gaining traction across the Atlantic, and offered by the likes of Air Canada, United Airlines, American Airlines and Delta Air Lines.
While some airlines prefer to push it towards the leisure traveller (and maintain the high revenue business market paying top dollar prices), premium economy has also proved a hit with the corporate market. The advantage? It’s often allowed on company travel policies that don’t budget for full-blown business class.
Now Air France is making a big push in the market, so much so that it invited media from around the world to sample what’s on offer.
Launched in the upmarket BHV Marais department store — on its rooftop terrace overlooking the City of Light — it was a statement of intent from an airline which, bucking the trends of other western carriers, is pushing to go more upmarket.
And, with French flair, the airline’s heavy-hitters insisted that wines are “rigorously selected” and even the ordinary Joes in the main economy cabin will be served champagne, not fizzy white.
The big difference with the new cabin is that while other premium economy seats tend to look like those in economy, just with a bit more space, these new seats are strictly business-like. Extending footrests, noise-cancelling headphones, large seatback screens (13.3 inch HD), personal lights, two USB ports and a power socket — it’s hard to spot the difference between them and those up front at a much (much) higher price point.
Business class perks are obvious on the ground too — faster boarding, shorter security lines and priority baggage delivery.
Not surprisingly, France’s main carrier is expecting premium economy to appeal to corporate travellers, not just holidaymakers who want a bit more comfort on that summer trip abroad.
“We expect it to be 50-50 between leisure and business,” Anne Regail, EVP Customer at Air France, told the Sunday Independent at the launch. Extolling its virtues, she added: “On the ground we have a priority pass with Sky Priority. In the cabin we offer 40pc more space and the recline of the seat is 130 degrees. The meal is inspired from business class.”
Frank Legré, Air France-KLM’s senior vice president for Africa, says it can be a case of mixand-match for executives when travelling. “I think it depends on the markets. A lot of business would look at premium economy on the day flight and business on the night flight.” It’s not the only new product, with economy getting a revamp too, with 118 degree recline, more legroom and larger seatback entertainment screen at 11.7 inches.
Interestingly, the retro-fitted aircraft, despite the extra legroom, will hold 7pc more seats, with Regail revealing that four seats will be taken out of the business cabin and 20 added to economy.
Some 90pc of its passengers — 14 million a year — travel either in economy or premium economy on long-haul flights. It has ploughed €150m into the revamp, which will also see an extra meal service before landing on longer flights, the French cuisine contained in what Regail said will be a “trendy bag” to be eaten on board or taken away.
For now, the new seats will be available on one aircraft type only — its fleet of 15 Airbus A330s — starting from January. For Irish travellers who connect from Dublin or Cork via Charles de Gaulle onwards on the far-flung route network, the new product will be found on African routes, those to North America and Chinese cities. “From next summer it will be India, and we are opening Dallas next summer in the modernised A330s,” said Regail. And if business is still the only option you will consider, that cabin will be getting a makeover on the A330 from next year.
With Aer Lingus announcing up to 20MB of connectivity free for smart fare customers to North America, Air France has also set out its stall: free messaging for passengers via their apps such as WhatsApp and Facebook Messenger via a portal just unveiled, Air France Connect.
Eight medium and long-haul aircraft already have wifi, rising to 22 from next month, and fleetwide (including European short haul) is the target for 2020. Prices are reasonable, from €3 to €18 on long-haul, but if you want the highest-speed connectivity, prepare to pay a hefty €30 for a flight-long pass, so one for productivity rather than movie-watching, is my guess.