Page 10 - AAA NOVEMBER - DECEMBER 2016 Online Magazine

FEATURE AIRCRAFT CABINS

Premium Positioning

Airlines are investing in greater differentiation in aircraft cabin products
By Atul Chandra

THE DECLINE IN FuEL PRICES, IS POSING available in 2017. Delta’s Premium (the name Iberia announced in October that 37 of its
a new threat to legacy full service carriers it has chosen for its Premium Economy long-haul aircraft would offer a new Premium
with cheaper competition that is now able offering) will make its debut in late 2017 Economy product that will be available
to drop fares to an even lower level than on the new Airbus A350s entering service. passengers in summer of 2017. The airline
before. This combined with a difficult market The service will be available only on select has decided to install the new cabins on eight
environment is eating into profit margins international flights and the A350 cabin has Airbus A330-300s and 13 A340-600s and the
on the money-spinning long haul routes been configured with 32 Delta One suites, upgrades will be completed across 2017 and
for legacy carriers. In an effort to protect 48 Delta Premium seats, as well as and 226 2018. Iberia’s 16 new A350-900s which will
their market share and profits, an even Economy Class seats. Delta Premium will join the airline starting from 2018 will come
greater emphasis is now being given by full feature seats that offer 38 inches of pitch, factory equipped with the new Premium
service airlines to their Business Class and up to 19 inches of width and up to seven Economy seats. Iberia Chief Commercial
Premium Economy offerings as they provide inches of recline. The seats will also have Director Marco Sansavini, said, “Iberia is the
a key differentiator in the choice of airline for adjustable leg rests, head rests and in-flight sole airline that will offer this intermediate
discerning customers. entertainment (IFE) with a 13.3-inch, high seating class on direct flights between Spain
resolution (HD) screen, in-seat power ports and Latin America, which should strengthen
Premium Economy for large and small devices and convenient our leadership of this market.” The new
American carrier Delta Airlines and Spanish storage to keep them within reach. Delta’s Premium Economy product will be available
flag carrier Iberia have announced new Premium will also roll out on the airline’s on the Madrid and Buenos Aires, Bogota,
Premium Economy offerings that will be Boeing 777 fleet starting in 2018. Lima, and Chicago sectors from summer 2017.
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