I must admit that I’ve never spent a lot of time considering how airlines develop their cabin configurations and seat designs. Ninety-nine percent of the time, I fly in economy class, and my impression is that the only thing most airlines consider in designing for that class is how many seats they can squeeze in before their passengers consider flying some other airline. I was most impressed and interested, then, with what I learned on a visit to Air New Zealand‘s Hangar 9 in downtown Auckland, where full-scale mock-ups of the airline’s new seat designs were on display.

Before we had a chance to try out the new business premium, premium economy and economy skycouch designs, Ed Sims, group general manager of International Air New Zealand, gave us a short but fascinating brief on the process ANZ went through in seeking to meet its goal of creating the world’s best long-haul flight experience. The airline was the first to purchase the Boeing Dreamliner but didn’t like any of Boeing’s seat designs offered in 2006. (In a word, he stated they were “all dreadful.” No mincing words here!) ANZ received approval from Boeing to build its own showroom/mock-up in Auckland where the airline could design and develop all-new concepts for its new planes. By the way, they scrapped first class in 2005, reasoning that providing an excellent business-class experience made more sense economically for both the airline and the passenger than adding an additional tier for much more money but with a barely appreciable difference in the service and experience.

Sims also noted that the company, while being the 36th-largest airline in the world, seeks to be the first in innovations. Competing in its region with airlines which he readily admitted are “outstanding” and regular award-winners in the travel industry, ANZ’s focus is on providing service which is genuine rather than “robotic” and providing cabins which meet the needs of all its passengers, from families to business travelers. The first step in the process was to bring in Ideo, an American global design and innovation consulting firm. They began by developing a clear model of their passenger types, focusing on the reasons people travel (rather than the usual demographic parameters of age and income) to identify their needs. One surprise? They used The Simpsons characters as a shorthand means of identifying these passenger types — a highly sociable Marge (comprising about 40 percent of travelers) as opposed to “cocooners” and those who wish to be left alone, like a Mo or Mr. Burns (60 percent). From there, a whole slew of ideas were presented, actors were hired to test out an assortment of new configurations in simulated long-haul flights, and these were then whittled down to a select few to be incorporated as early as this coming November in a number of 777-300 jetliners.

A few ideas that didn’t make the cut? Bunk beds, staggered seating and clustered seats. Those which you’ll be seeing soon: In economy, the new skycouch (dubbed “cuddle class” by the media) in which three economy seats can be transformed into a flexible space used for stretching out, corraling squirmy toddlers with a need for some play space or putting an infant to bed. The entertainment system has been upgraded with multiplayer video games, a kids’ section and live news feeds from the New Zealand Herald. In premium economy, the new Spaceseat works like a wall-hugging recliner so that the person in front of you won’t be reclining into your space. Business Premier offers a thicker mattress and soft duvet for its fully lie-flat bed, and the ability to order meals, beverages or snacks from a touch-screen menu whenever the mood strikes. And for the crew, an additional galley, special new convection ovens and one crew member designated solely for food prep translates to better, more efficient passenger service.

All in all, this was one of the most eye-opening and entertaining field trips I’ve ever experienced. Seeing how seriously Air New Zealand takes thinking outside of the box and delivering a unique and comfortable travel experience to all of its passengers makes me eager to fly them again soon and try out those new features in the air.

— Patty Vanikiotis, proofreader