Home' Asian Aviation : AAV April 2011 Contents 34 AsianAviation | APRIL 2011
are angled to optimise passengers view through the
windows, and give passengers full control of in- ight
entertainment system. e seat "quickly converts into
a bed that is one of the longest and widest provided
on any commercial airline," Cathay says.
As the icing on the cake, the new business class cabin
will feature all-original artwork by Hong Kong artist
Maria Lobo. e rst aircra to feature the new cabin
will be an Airbus A330-300, which was scheduled to
enter ser vice on ights to Sydney in March.
" e new seats will be rolled out rapidly, being
installed on all Cathay Pacific s new long-haul
A330-300 and Boeing 777-300ER deliveries and
progressively being retro tted on existing aircra ,"
the airline said. "By February 2013, all 30 Boeing
777-300ER and 20 long-haul A330-300s in the eet
are expected to have the new product."
Singapore Airlines (SIA), too, puts great emphasis
on its cabin environment, helping the carrier become
the most-awarded airline in the world -- racking up
numerous prizes in 2010, including its 22nd 'Best
Global Airline award from Conde Nast Traveller
and the 'Best Carrier for First and Business Class
prize in Travel Weekly s Reader s Choice awards.
SIA said it undergoes a cabin revamp every four to
seven years, depending on competition, technology
and market factors. Each such revamp costs in excess
of US$100 million.
In 2006 and 2007, the carrier relaunched all its
cabin products on the Boeing 777-300ER and Airbus
A380 as the new 'Superjumbo entered ser vice. e
carrier s New First and Business Class products were
designed by JPA, which has also worked with JAL,
while the suites o ered on the A380 were designed
by a team from France-based Blubay Yachts.
en in July 2009, the airline launched a cabin
retro t programme to introduce the latest interior
products to some of the carriers other 777s.
An initial batch of seven B777-300s were re tted
with the carrier s most recent cabin offerings,
including the installation of new rst- and business-
class seats, improvements in economy class and in-
flight entertainment system enhancements. The
programme was aimed at o ering yers additional
comfort and more space, as well as creating greater
product consistency across the eet.
at programme was launched in the depths of the
recession, underlining SIA s belief in the importance
of a high-quality cabin product.
" e cabin renewal programme, launched in spite
of the business challenges the world s airlines are
facing , is an investment in improving our customers
travel experience," the carrier said at the time.
A further cabin upgrade was announced in
February last year, covering 11 777-200s, which
were recon gured with 38 business class and 228
economy seats, featuring the airline s most recent
product o erings.
For their part, the aircraft manufacturers are
trying to make it easier for customers to put together
attractive, comfortable cabins that truly re ect the
carrier s brand.
In December 2006, Boeing opened a completely
new type of facility at its plant in Everett,
Washington, intended to provide 787 customers
with an environment where they could make all their
interior con guration decisions. e manufacturer
said the idea of its so-called 'Dreamliner Gallery is
to trim lead times for 787 interior con gurations to
For the rst time, customers could make their
interior decisions from a catalogue in a "one-stop
shopping area", Boeing said.
Previously, carriers had to visit suppliers around the
world to view and compare seats, galleys and other
cabin-interior elements before they could de ne a
con guration. To view all available seats for a 787,
for instance, and customer would have had to travel
to manufacturers in France, Germany, Italy, Japan, the
UK and the USA.
According to the aircraft manufacturer, the old
process was costly, time-consuming and risky, with
Cabin interiors allow airlines to distinguish their brand and build customer loyalty.
CATHAY PACIFIC AIRWAYS
"We believe that our interiors are a tangible, three-
dimensional expression of our brand." -- Cathay Pacific Airways
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