Introduction
Page 4
Product Branding
Page 10
Chapter 1 First-Class Luxury
Page 12
Chapter 2 Business-Class Comfort
Page 26
Chapter 3 Economy-Class Value
Page 40
Chapter 4 Aero Identity
Page 50
Passenger Experience
Page 60
Chapter 5 Sky Lights
Page 62
Chapter 6 Dining à la Jet Set
Page 70
Chapter 7 Real-Feel Customer Touchpoints
Page 78
Chapter 8 Accessibility: Special Needs
Page 90
Cabin Maintenance
Page 100
Chapter 9 Look Smart: Keep Clean
Page 102
Chapter 10 Durability
Page 114
Chapter 11 Magic Carpet
Page 122
Chapter 12 The Leather Forecast
Page 130
Marketing Challenge
Page 140
Chapter 13 Flying Colours
Page 142
Chapter 14 Concorde Unique
Page 152
Chapter 15 Upgrades: Refurbishing Aloft
Page 164
Chapter 16 Ways Ahead
Page 176
Bibliography
Page 207
Directory of Specialists
Page 208
Websites
Page 211
Index
Page 213