With the launch of the inaugural Airbus A380 commercial service, Singapore Airlines has set new standards in first class luxury. Sheron Crossman asks what will happen next With lie-flat beds, beefed up entertainment systems, gourmet menus and more personal space, business class passengers have never had it so good. But with such cosseting in the executive cabin, can there be a future for first? A definite “yes”, say the industry experts. They predict that while first class will vanish on some airlines, others will reinvent it on a scale of extravagance far beyond anything currently available. And that’s no mean feat. First class fliers already de-stress with massages and manicures in plush airport lounges, relax in super-wide seats that switch into beds, indulge in celebrity chef-designed multi-course meals - can it really get any better? Singapore Airlines clearly thinks so. Despite winning the first class category in the 2007 OAG Airline of the Year Awards, and regarded as having one of the best such services in the industry, it’s just invented what seems to be the ultimate product aboard the world’s first Airbus A380 in commercial service. The aircraft is configured with 471 seats in three classes: 399 in Economy, spread across both the upper and lower decks, 60 in Business Class on the upper deck, and just 12 Singapore Airline Suites in what the airline describes as a “Class beyond First” cabin. “Developed with our most valued and distinguished customers in mind, the concept of the Singapore Airlines Suites is nothing less than ground-breaking in the luxury travel market,” said Yap Kim Wah, Singapore Airline’s senior vice president product and services, at the launch of the A380 in Toulouse in October. “(First class) Suites customers can look forward to a flight with an unprecedented level of personal space, in their very own private cabin… The exquisite new product…will delight the most discerning of our customers.” The hallmarks of the new suites are flexibility, comfort and privacy, whether for work, sleep or dining. The leather seat is almost one metre wide, and when passengers are ready to rest, cabin crew make up a full-sized bed. This is separate from the seat and allows travellers to read or watch movies on a personal 23-inch screen. Singapore Airlines has even kept couples in mind, as beds in the middle two suites can be converted into doubles. The first commercial flight of the new super jumbo was on October 25 from Singapore to Sydney, with scheduled services proper starting three days later. There’s a price premium of between 20% and 25 % on tickets, which means customers in the first class suites will pay just under US$5,000 from Sydney to Singapore. Passengers can expect to enjoy the benefits of the new first class and the world’s widest business seat (34in) on an increasing number of the carrier’s routes: it has firm orders for 19 A380s, plus a further six options. Lufthansa, along with Emirates and a number of other major players, has also ordered a fleet of A380s and, like Singapore Airlines, intends to provide passengers with unprecedented levels of luxury and comfort. On the other hand, Edward Plaisted, chief executive of Skytrax, a UK-based airline and airport quality ranking company, believes carriers currently offering three classes may well scrap first altogether. “Business class has been upgraded to first class standard for some airlines and it’s encroaching,” he says. “First is at the stage where the section is filled by upgrades and frequent flyers.” Skytrax claims some 35 airlines offer a first class product globally, not including smaller airlines that may provide it on domestic routes. Plaisted estimates that over the next five years, only 20 to 25 airlines will maintain the service. And of those that do, it “is going to be elevated to the level of a 5-star hotel.” He predicts an end to the non-stop parade of meals in favour of giving customer choice as to what and when they want to eat. Bathrooms are also likely to be upgraded, becoming up to two and a half times larger, and entertainment systems will have far bigger screens. Crucially, there’s likely to be an increase in square footage, with more cabin attendants but fewer seats. Singapore Airlines couldn’t have put it better themselves. What you get in SIA’s Suites - Each suite opens up to a fully adjustable seat, almost a metre wide, with a simple-to-use electronic panel. In-seat power supply is available for laptops. Customers with just a thumb-drive can plug into USB ports and use the office tools available on KrisWorld, the airline’s in-flight entertainment system.
- When passengers wish to sleep, cabin crew make up a full-size bed with mattress, duvet and pillows. This is separate from the seat and allows customers to lounge, read or catch up on movies on a personal, 23in screen.
- Suites can be transformed into an office in the sky, including a chaise lounge for colleagues, ambient and mood lighting, luggage stowage space and coat closet.
- A height-adjustable table can function as a workstation, meeting table or large dining table.
- KrisWorld offers a choice of 100 movies, more than 180 TV programmes, 700 music CDs, 3D games and more, plus video and audio on-demand.
- Passengers can dine as if in a restaurant, choosing when and what to eat on fine-bone china. Menus are designed by international chefs.
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