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aircraftinteriorsinternational.com
JUNE 2019
STRESS RELIEF
W e appear to be in the midst of an
interesting, if slightly stressful time in
aviation. Boeing is certainly stressed,
with the grounding of the B737 MAX still an
ongoing issue as we go to press. An engineering
fix may be within sight, but airlines are preparing
compensation claims for lost revenues and
delayed deliveries, while the public is expressing
doubts about flying on the aircraft type once it
takes to the skies again. For example, when
Barclays surveyed 1,765 flyers in North America
and Europe to gauge their perception of the B737
MAX, 52% responded that in the near term,
given the choice between a flight on a MAX
or another aircraft type, 52% would choose
the latter.
The MAX furore has also led many people,
from politicians to the public, to question the
FAA’s certification procedures, not just in terms
of aeronautics, but also in terms of cabin layouts.
For example, are shrinking seat pitches in
economy class compromising evacuation times,
particularly given the growing dimensions of
passengers? Are regulations still in line with everevolving
premium seat designs? These questions
and more are explored by John Walton in our
cover story on p42.
Another concern regarding tightening seat
pitches is passenger comfort and satisfaction.
Never far from the headlines, United Airlines’
CEO, Oscar Munoz said in a recent interview that
he thinks the flying public may be reaching
their limit in terms of tolerating diminishing
seat size and pitch.
“I think we are nearing a point when we can’t
do that anymore,” he told ABC News, adding that
the travel ribbon has become so stressful, from
negotiating traffic to the airport and getting
through security once at the terminal, that by the
time they sit down on the aircraft, passengers’
moods will probably be far from positive.
As ever, science can help, as we find out from
Marisa Garcia, who has gained expert insights
into how airlines might apply some new thinking
in behavioural design to aircraft interiors, with
the aim of positively but subtly influencing
human decision making. Such an approach may
seem ‘fluffy’ to some, but there are firm benefits
to be enjoyed by airlines, ranging from an
enhanced passenger experience, to operational
efficiencies, to a stronger bottom line. Take a
journey into the human mind on p22.
We also have something of a coup in this
issue: an exclusive interview with the Walt Disney
Institute, considered by many to be the world’s
foremost authority on customer experience
excellence. On p34, the institute’s VP, Jeff James
shares his secrets to making a good experience
a magical experience – one that customers will be
willing to pay money to repeat time and again.
Of course, clever behavioural design and a
sprinkle of Disney magic can’t mask a bad
physical experience, so turn to our annual review
of the latest seats to see the designs which could
enhance your inflight experience (p52). This may
be a stressful time for many in aviation, but smart
thinking and design can improve every aspect of
the industry. And it can start now…
Adam Gavine, editor
/aircraftinteriorsinternational.com