Comfort of luxury resorts in the skies, almost
A full-service bar at 34,000 feet? Check. A ‘flying chef’ to cater to your fine dining whims? Check. A shower spa for tidying up before touchdown? Check.
The sky is literally the limit these days as international airlines woo Indian high fliers in style. Carriers that fly the wealthiest passengers on the longest routes have been especially aggressive about adding comforts in both first and business. From personalised fine dining menus crafted by Michelin-starred chefs to diamond stitch leather upholstery, Bulgari amenity kits to Hydra Active Micro capsule lounge wear to keep the skin moisturised during travels, wellheeled fliers are experiencing new comforts in the clouds.
Experts say commercial aviation business has become much more cutthroat with South Asian aviation markets growing exponentially in both domestic and international travel. And even though airlines have whittled down the number of first-class seats to create a more capacious business class, they are tailoring an even more exclusive experience for the privileged few who are willing to shell out mega bucks for a ticket.
Qatar Airways’ business class accommodations feature a fully lie-flat bed, on-demand dining, a Giorgio Armani amenity kit and a personal entertainment system with more than 3,000 movies, TV shows, and songs. The airline’s new patented Q-Suite Business Class cabin features retractable dividers that allow as many four passengers to link their suites.
If you’re flying in Singapore Airlines Suites – which, interestingly enough, does not replace, but exists in addition to the standard First Class product – you are entitled to a whole suite. Yes, a suite, with a full-sized dropdown bed, sliding doors for privacy et al. “The in-flight experience is the heart of our brand and service proposition. In our recent cabin products launched on Airbus A380 and Boeing 787-10, there are more refined amenities, dining and in flight connectivity to align with our travellers’ evolving needs,” says David Lim, General Manager India, Singapore Airlines,
Airborne sleeping has become a potent competitive weapon. Virgin Atlantic promises the largest bed in business at 79.5 inches apart from mood lighting to create a calming environment for seamless slumber. Turkish Airlines’ “Sky Illusion Sleeping Collection”, produced specially for the Business Class flights, promises home comfort in the skies on long-haul flights. Emirates’ new pyjamas for First Class customers use Hydra Active Micro capsule Technology to keep the skin soft while flying. The fabric gently releases naturally nutrient rich sea kelp as one moves around, preventing dehydration and stimulating circulation.
Says Essa Sulaiman Ahmad, VP, India & Nepal, Emirates Airlines, “We redefined the First Class experience by designing of the first private suites in commercial aviation, in 2003. We also have a Lounge and Shower Spa on board our A380s. Last year, we unveiled our Boeing 777’s First Class featuring fully enclosed private suites inspired by Mercedes-Benz.”
The premium-class seat also creates an impression of opulence. Alitalia’s recently unveiled Magnifica Class on the new Airbus 380s is fitted with a carbon composite shell Poltrona Frau leather seats that recline up to 180°, have a fully horizontal bed position and a massage function. A mood lighting system has lights that vary in intensity and colour depending on the time and the stages of the journey.
Gourmet dining lies at the heart of the new flying experience. Singapore Airline’s Suites customers dine in Wedgwood service ware and Lalique designed crystal glassware. Virgin Atlantic’s free onboard bar dispenses fine spirits, champagnes and awardwinning wines along with delicious snacks and canapes.
Alitalia offers culinary delights of different Italian regions paired with exquisite Italian wines curated by the airline’s sommelier. There’s also a special coffee menu by Lavazza, Italy’s famous coffee brand.
Experts say that as India’s economy booms, it is beginning to attract an aviation service akin to the highyield, high-traffic sectors such as London-New York.
With an exponential rise in both passenger and freight traffic, the country is expected to establish itself as the third-largest travel and tourism economy by 2028 in terms of direct and total GDP, a 2018 economic impact report by World Travel & Tourism Council (WTTC) has said.
The UN World Tourism Organisation predicts that India will account for 50 million outbound tourists up from current 25 million by 2020.
The total outbound spending will cross the $28 billion mark in 2020. Much of the air traffic growth is driven by the fast expanding economy, rising wealth and urbanisation.
According to Vasudha Sodhi, director, OM Tourism, a travel and hospitality outfit, the Indian traveller is finally coming of age.
“While we’re a fairly new travelling population on leisure, we’re now mature travellers. Indians are also high spenders, shelling out as much as 26 per cent on accommodation usually 4 star or above,” Sodhi said.
“Airlines are looking at this higher spending segment many of whom like to travel upper class. International and domestic hotels, international tourism boards, state tourism are wooing travellers like never before. Our cities are choked and polluted and most people who can afford it want to escape whenever they can,” she added.