In conversation... Yates+Partners

Keith Yates, executive chairman at YATES and Partners, believes design and disruption are the order of the day

Ibelieve deconstructed Economy is truly the most important change in the onboard service since passenger aircraft first flew. To date, one Middle Eastern carrier has completed trials and launched on four European routes the new deconstructed dining concept we’ve been pioneering with them. It has achieved massive approval. We also have one carrier in the U.S. which is still trialling this change.

In Economy the crew mindset does not currently allow for hospitality. It is simply a matter of ‘get the meal and mid-flight snack out, then sort out the pre-arrival meal’. If we are to help that mindset move to a better place we have to disrupt the whole task-driven process.

Design-led thinking has taken us to an easier process for crews and a much more satisfying experience for customers. We have taken out the tray and removed the 21 bits and pieces that traditionally make up that tray. Once you remove the tray you can see the way much more clearly.

Our ‘deconstructed experience’ separates the dishes, employing an oversized main dish and a hand delivered dessert. No trays means no bending for crew – and let’s cheer for that! No trays also means it is easy to offer a choice of appetiser in Economy. No trays also means faster clearing.

This year my team and I will be looking at disrupting the Economy customer experience further and we’re also working on innovations that add luxury to Business class.

Our current Business 2020 project sees us putting together a luxury experience that will be the state-of-art Business class by 2020. It includes total disruption and innovation around the entire journey including the aperitif and arrival experience, broader dineon-demand, galley initiatives, advanced menu structures, brand service, and hospitality that delivers a luxury experience. Having helped six airlines gain five-star status and reinvented the guest experience of numerous top hotels we believe we are well placed to reimagine the future.

We will be revealing Business 2020 at WTCE in Hamburg, and offering a chance to experience elements of it first hand. Onboard Hospitality readers secure an invitation by emailing alessandra@yatesandpartners.com •