UP F RONT
ENDURING LOVE
Ultra-long-haul (ULH) flights are already possible, but
with the right approaches to cabin design, they can be
more pleasurable and profitable. Ross Burns, group lead
industrial designer at AIM Altitude, lays out five
considerations for a ULH destination space…
2
PROMOTE WELLBEING
The comfort and wellbeing of
passengers and crew are a major
consideration for ULH. In test
flights, much of the research has
surrounded the body clock and
how meals, exercise and light
have an impact. Passenger
concerns tend to cluster around
the idea of being restricted
to their seat day and night,
with the consequent lack
of available movement.
See more ideas
for the future ultra
long-haul experience
in our special
feature on p90
3
CONSIDERED SPACE
A stimulating environment is essential
for physical and mental wellness, along
with an enhanced inflight experience.
On typical long-haul flights, it is not
uncommon to see passengers strolling
up and down the aisle and stretching in
the galley areas, but for ULH, although
this still may go on, having dedicated
customer-friendly areas is a must.
Passengers require space to move
around freely and to feel comfortable in
doing so. They require the option to leave
their seats, but also the motivation. This
will be the ongoing challenge for airlines.
aircraftinteriorsinternational.com
038 MARCH 2020
1
SEDUCE THEM TO PAY
The key to making ULH viable is in finding enough
passengers willing to pay a premium for a direct flight,
commonly seen on direct-flight business models. This
is also closely linked in passengers’ minds to one of
the greatest drawbacks of ULH – spending such a long
amount of time in an aircraft cabin environment and, in
particular, the seat. For passengers to choose ULH above
stop-over flights, and to pay extra for the privilege, the
inflight experience is going to have to be at a new level
in terms of customer experience.
4
PREMIUM OFFERING
Destination features inside the cabin
will provide the opportunity for airlines
to market their ULH flights as
something special, worth the
additional cost. They can also become
the unique selling point for an airline
and a vital brand differentiator.
Communal spaces, zoned areas,
entertainment, and dining choices
will all add to the package and make
the flight a pleasurable experience.
5
THE CHALLENGE OF CHOICE
Being able to offer so much choice on board an aircraft
is a challenge in itself. The research and experiments
that have taken place so far on ULH flights have shown
the importance of maintaining a routine and providing
appropriate activities, meals and lighting at different
times of day and night. Flexibility will be required within
the cabin to enable these numerous and varying events.
An adaptable environment and a flexible offering will
enable airlines to push the boundaries in the realm of
premium travel and ULH.
Social skill
AIM Altitude has created the ReFlex
Lounge, its vision for a multi-functional
destination area on long- and ultralong
haul flights, envisioned for
a space such as the Door 2 area on
a wide-body. By transforming units,
a space-efficient way to provide a focal
monument or nucleus is opened up,
which can be adapted to offer different
activities and amenities at different
stages of a flight, meeting the needs
of both groups and individuals. More
details are on p152.
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