Ambient mood lighting to ease into evening. The best of Hollywood — and Bollywood — playing on personal screens. Regional delicacies served on ecologically friendly dining ware. Flat beds and private suites for long-haul flights. Perhaps a private in-flight shower to refresh before landing.

Those coveted front-of-the-plane seats are even more enjoyable this year. Airlines are improving, or even adding, premium travel options. They’re engaging clients in new ways, from tweeting delay information to offering complimentary limo pick-ups
for the best customers.

This year, Global Traveler’s annual first- and business-class survey showcases these upgrades and other new trends in premium travel. Over the next several pages, our charts detail all the airlines offering premium seating on flights between a U.S. destination and another city, international or domestic. Get the latest information on configuration, entertainment options and amenities. Compare seat width, pitch and recline.

Changes and Improvements

First-class options have become a bit more limited recently as airlines cut back or eliminate first-class travel. SeatGuru.com founder Matt Daimler pointed out that in 2010, Qantas dropped first-class seating except for premium routes such as Australia–London and Australia–Los Angeles; United Airlines began removing a first-class row from its 777s and reduced its 767 first-class inventory by 40 percent, but added
a much better seat overall; Air France now only offers first class on a few of its 777 aircraft; and Lufthansa’s new A380 features only eight first-class seats.

These changes have mostly been on three-cabin planes that typically fly internationally, Daimler said, and is partly due to the new standard of flatbed seats, which makes it harder to differentiate first class. It’s also due to lower demand for first class versus business class.

“So, yes, I see this trend continuing, but I think there will always be some markets that support a true first class,” said Daimler, citing London to New York as an example.
Pinpointing the economic downturn’s effect on premium offerings is tricky, but airlines are adept at facing challenges, said Russ Lemieux, executive director of the Airline Passenger Experience Association. He used global recession, surging oil prices, terrorism and the SARS scare as examples. “Most airlines have adjusted their business models such that they are able to weather the tough times and emerge even stronger when the economy is on the upswing,” he said. “There was not a significant downturn in travel this summer. In fact, most airlines around the world reported profits for the most recent quarter.”

Premium travel has grown despite a 3 to 4 percent decline in passengers traveling economy during the past five months, according to the June 2011 Financial Forecast from the International Air Transport Association. “As long as economic growth does not slow substantially, business travel, cargo, yields and airline revenues should expand further, providing some offset to the rise in fuel costs,” states the IATA report.

Premium passengers represented 8 percent of traffic but 27 percent of passenger revenue, according to an April 2011 IATA survey, with people flying business class occupying most premium seats. As a result, many airlines are investing in business-class offerings. Travelers have a few new options this year.

“We are finally seeing our U.S.-based carriers upgrade their business-class seats to be more competitive with the Europe- and Asia-based carriers,” Daimler said. This includes Delta Air Lines and United offering business-class flatbed seats featuring a personal television with entertainment options, work areas with a regular power plug and fully electronic seat controls.

International airlines’ improvements include airberlin’s newly configured A330-200 business class, which will debut in November. The seats will recline 170 degrees with a seat pitch of 59 to 62 inches and include a power source for laptop computers (adapters required). The premium travel lounge is shared in the United States but dedicated in some European locales.

Swiss International Air Lines’ first- and business-class travelers are treated to redesigned front cabins in the new A330s and refurbished A340s. On the A330-300, adjust the firmness of your air-cushioned seat or turn it into a fully horizontal bed.

SWISS sister company Lufthansa attributes some of its improved sales this year to its modernized fleet and new European cabin for its continental routes. Lufthansa has begun introducing its redesigned slim-line Europa cabin. According to Lufthansa Newslink, by the end of this year all of its 167 aircraft will be “lavishly refitted and the capacity increased.”

Luxury designer Priestmangoode’s concept for Lufthansa’s new cabin interiors was to bring the comfort and quality of a firstclass airport lounge on board, utilizing the same color and texture palette — caramel, champagne, Chablis and gray-brown — as the airport lounge.

The new cabins offer hot gourmet meals for flights running at least 120 minutes. Chef Heiko Antoniewicz has merged traditional recipes and nouvelle cuisine for European flights. And don’t worry that your palate will be bored if you fly from Germany to Paris and back again the next day; the broad menu and detailed planning ensure you’ll have a different meal.

Priestmangoode also had a hand in rebranding Turkish Airlines, recently named Best Airline Europe in the Skytrax World Airline Awards.

One of the industry’s most luxurious airlines went a step further with its Shower Spa. Dubai-based Emirates located two showers on the upper deck in front of the first-class cabin, enabling travelers to arrive revitalized and refreshed. First-class customers should schedule an appointment for the showers prior to their flights.

Also new with Emirates is its second dedicated First Class Lounge at Terminal 3 at Dubai International Airport. Among the features are Italian marble flooring, gold-plated Rolex wall clocks from Geneva, formal or relaxed seating, two dining areas, a business center, a smoking area and, of course, shower facilities.

Air France expanded its A380 routes to Washington, D.C., and San Francisco in June and offers first-class travel to France from New York, Los Angeles and Houston. The premium seats convert into beds, complete with mattress and duvet.

Customer Engagement

In an era in which cellphones give real-time video of every customer relations misstep and success, airlines are focusing more on engaging customers. And they are finding out that profitability and loyalty go along with the concept, according to Shashank Nigam,
CEO of SimpliFlying, a leading airline brand strategy consultancy. “Airline executives need to understand that the airline brand is not what they say it is, but it’s what the travelers say it is,” Nigam said. “Hence, customer engagement is crucial to empower the traveler to spread the desired message about the brand.”

Premium passengers blog, tweet and Facebook-chat about lounges, tier benefits and the number of times they are on a plane. “These tweets will tend to be both positive and negative, and airlines must learn to deal with them,” Nigam said.

A July 2011 report by SimpliFlying and Eezeer found 191 airlines with Twitter accounts. About 80 percent of tweets from customers to airlines are about customer service issues such as flight delays and baggage allowances. Airlines respond to about 20 percent of their tweets. Look for that number to grow.

Virgin America ranks at the top of airlines engaging customers with social media, with about 96 percent of its tweets having a positive sentiment. Delta, however, replies to the most tweets, sending out more than 25,000 tweets in July.

In addition to social media, airlines are engaging customers with personalized service aimed at connecting them to the airline. According to Nigam, among the industry leaders are Emirates, which has a limo pick-up service for all premium passengers; Singapore Airlines, whose first-class passengers can choose among 20 à la carte meals; and Virgin Atlantic’s fabulous Clubhouse lounge at Heathrow. Turkish Airlines goes one step further with an onboard personal chef serving meals.

Some airlines’ elaborate spreads rival 5-star restaurants in taste and presentation, APEX’s Lemieux said. “[With] award-winning wines, fine cheeses and made-to-order after-dinner espresso drinks, it’s clear that the cuisine and the in-flight dining experience have taken on even more importance in recent years.”

Airlines also are engaging premium travelers by referencing their destinations. Just about every airline maintains ties to its country of origin, evoking its style of décor and cuisine.

First-class passengers aboard Turkish Airlines are served traditional Turkish tea with lemon slices or Turkish coffee with lokum (Turkish delight). V Australia, winner of the 2010 APEX Passenger Choice Award for Best Overall Passenger Experience, offers dishes by Chef Luke Mangan, using local produce on U.S. routes. After your meal, head to V Australia’s boutique bar in the sky.

Aboard Air France, meals created by Michelin-starred chefs are served on porcelain dishes with silverware atop a white tablecloth. Sip vintage Champagnes and sample decadent French pastries.

Alitalia’s Magnifica service features Italian regional cuisine served with flatware and china by Richard Ginori and wines handpicked by the Italian Sommelier Association. The airline profiles different Italian regions throughout the year; for example, May featured Tuscany, with Protected Geographical Indication white beef of the Central Apennines, pecorino Toscano Protected Designation of Origin cheese and the Chianti Classico PDO and Terre di Siena PDO extra virgin olive oils.

In May, Iberia Airlines hired Spanish chefs Paco Roncero, Ramón Freixa, Toño Pérez and Dani García to change up the Business Plus service.

South African Airways — eight-time winner of Skytrax World Airline Award’s Best Airline in Africa and 2010 winner of Service Excellence in Africa — also ties customers to their destinations through taste and ambience. “We’ve introduced a new onboard menu that takes global trends into account,” said Elizabeth Ninomiya, SAA director of marketing communications. As an added touch, meals are served on biodegradable or reusable
bamboo packaging. “Overall, it’s a healthier menu, with offerings that take into account the foods and culture of the destination we’re serving while showcasing South African cuisine.”

This includes kingklip, a fish caught off the South African coast, and an exclusively South African wine cellar with selections made by an international panel of experts. “Naturally, business travelers appreciate a good wine,” Ninomiya said, “and we endeavor to introduce them to the best that South Africa has to offer.” In fact, SAA won Best Sparkling Wine in the Global Traveler wine survey this year.

SAA also keeps its customer in mind while selecting entertainment, offering Hollywood blockbusters and Bollywood and South African movies and audio. “Settling in with a glass of Amarula [South African cream liqueur] and catching up on movies is a nice
escape,” she said. “And of course, lying flat for a great night’s sleep and waking up in South Africa.”

Emerging Trends

Next-generation aircraft, such as the A380 and the 787, combined with cabin interior designs using lighter-weight material means airlines have more space with which to work. “One of the newest trends we’ve seen is the introduction of individual cabin suites from airlines such as Singapore and Emirates,” APEX’s Lemieux said. “Lufthansa has introduced a first-class cabin that features a separate seat and full-sized bed.”

For business travelers accustomed to constant contact with clients and coworkers, even the most luxurious premium cabin can’t make up for limited wireless contact while in flight. Look for an expansion of wireless capabilities on airlines in the future. APEX held a seminar at the 2011 International Consumer Electronics Show in Las Vegas dedicated to emerging and present in-flight communications. Experts discussed how wireless technology might customize passengers’ experience with cellphone access and entertainment options in the future.

Already in the works is V Easy, V Australia’s partnership with Panasonic to bring access to mobile phones to send and receive text messages and emails 43,000 feet above the Pacific Ocean. The eXPhone system will incorporate AeroMobile’s email and SMS connectivity technology.

While a comfortable, flatbed seat with plenty of legroom tops most premium travelers’ must-have lists, entertainment often ranks just below. “We know that entertainment options are very important to travelers; and again, travelers who have experienced the latest systems with audio and video on demand often seek them out,” said SeatGuru.com’s Daimler, adding that Singapore Airlines is one of the best, with more than 1,000 choices on demand for all passengers, even economy.

While technological capabilities and spacious interiors are sure to grow, also look for enhanced ambience. “There is definitely a move toward setting an ambience when
designing aircraft interiors,” SAA’s Ninomiya said. “On our new A330s, our flight attendants are able to set a more relaxing ambience or a ‘wake up’ mode.”

Many airlines already feature mood lighting. V Australia’s lighting matches phases of flights, and Air France’s A380 lighting system changes with time zones. Etihad Airways’ Diamond First Class Suites through Pearl Business Class offer mood lighting, with individual options for sleeping, dining, relaxing and more.

With so many innovations available, it can be a challenge to choose a carrier. We hope the information we’ve provided makes the decision easier. Whichever airline you book, enjoy the best of the best on your next trip.