Chapters

Chapter 4/AERO IDENTITY

Lufthansa seating

Photo credit: Lufthansa

What are the benefits that airlines that derive from their identity schemes and corporate branding programmes (CBPs)? Why are they important? This Chapter will answer the question: How can added value be communicated within the passenger cabin?

AIRLINE BRANDS & BRANDING

When it comes to CBPs for airlines, it's no longer just a matter of aesthetics. In this Chapter, Readers will learn how CBPs have become an essential part of an airline's overall marketing strategy. With the rise of major alliances in the 1990s, airlines have been working towards harmonizing standards and resources to provide seamless service to passengers. From joint supply chains to cost savings, the industry has come a long way in optimizing efficiency. However, despite this progress, passengers have yet to see a unified display of decor schemes for co-operating airlines. Instead, airlines have been focusing on upgrading and clarifying their individual company images. This Chapter delves into the importance of a good CBP and how it can help airlines stand out in the competitive market. Readers will discover the key components of a successful CBP and the benefits it can bring to an airline's brand, customer loyalty and bottom line. In today's world, a strong CBP is no longer a luxury, but a necessity.

“FOR ANY AIRLINE EMBARKING ON A CBP, IT IS ESSENTIAL TO TAKE INTO ACCOUNT FROM THE VERY OUTSET THE MANDATED SAFETY REGULATORY REQUIREMENTS THAT WILL GOVERN ALL STAGES OF THE DECISION-MAKING PROCESS”

This Chapter provides valuable insights into the importance of Corporate Branding Programmes (CBPs) for organizations in the aviation industry. Readers will learn that CBPs are not just about the cosmetic aspects of visual presentation but also serve as a strategic tool for managing change in the marketplace. Effective CBPs communicate the character, goals, values, and market positioning of the parent organization, represent consistent standards of quality and employee behavior, and clearly state what the organization is and what it plans to become. Readers will also discover that planning a CBP requires compliance with technical regulatory and safety certification requirements while achieving a practical level of design consistency and commonality across the key visual aspects of the business operation. Without a CBP, organizations risk becoming a nonentity, losing business opportunities, and facing a competitive disadvantage. This Chapter underscores the urgency and importance of embarking on a CBP and highlights the potential benefits for organizations in the aviation industry seeking to differentiate themselves from competitors.

Swoop

Photo credit: Swoop

Readers will discover the essential steps for setting up a successful CBP in the aviation industry. Starting with the crucial role of top management in defining and promoting the organization's vision, mission and objectives, we dive into the key stages of CBP implementation. From the involvement of advertising and design agencies to the in-house departments' responsibilities for safety compliance and communication with stakeholders, we provide a comprehensive roadmap for a certifiable and maintainable CBP. With insights into budgeting, time frames, and action plans, Readers will gain a clear understanding of the necessary steps for launching a successful CBP. We also emphasize the importance of communication with regulatory authorities, customers, investors, shareholders, media, and other influential stakeholders. Taking decisive action and establishing a robust CBP will enhance an organization's reputation and success.

“BRANDING IS ALL ABOUT BONDING WITH THE CUSTOMERS — IT IS THE HEART AND SOUL OF THE BUSINESS — AND A GOOD BRAND IMAGE CAN MAKE A DIFFERENCE TO THE SURVIVAL OF A COMPANY DURING DIFFICULT PERIODS”

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Furthermore, Readers will gain insights into the often-overlooked world of aircraft-interior design. While much attention is given to fuselage exteriors, the unique challenges of bringing individuality to the cabin interior are discussed. The Chapter explores how some airlines have successfully integrated national symbols and colours into their interior design schemes, and how others have found alternative ways to advertise their brand identity. Case Studies and Picture Galleries offer tangible examples of how airlines have enhanced passenger experience through thoughtful, artistic, and authentic design choices. This Chapter makes a persuasive case for the importance of interior design in creating a memorable and enjoyable flying experience.

THE AIRLINE BRANDING JOURNEY

British Airways

Photo credit: British Airways

You will be taken on a journey through the development of one of the most comprehensive and expensive CBPs in aviation history. Using the example of British Airways during the mid-1980s, this Chapter provides valuable insights into the importance of a distinctive and fully coordinated brand image across an entire organization. Readers will learn about the objectives of the working brief issued to advertising and design agencies, including the creation of a corporate identity that would make the airline stand out in the world marketplace, reflecting a new customer-service orientation in terms of color and warmth, communicating a sense of professionalism and precision based on the strength of the airline's technical expertise, and demonstrating pride of origin as the British national flag-carrier. The programme was developed in conjunction with Landor Associates, a US-based design company, and this Chapter demonstrates the key factors that contributed to the success of this collaboration. A well-executed CBP can pay tremendous dividends, particularly during periods of significant change or uncertainty.

When it comes to branding, airlines need to connect with their customers to survive in today's challenging market. You will learn how successful airlines like Southwest and Virgin Atlantic have built strong brand loyalty through effective communication of their brand identities. However, the rise of online distribution has threatened individual airline identities, as buyers focus solely on the cheapest fares. This means that airlines must work harder than ever to differentiate themselves and communicate their unique brand positioning and style. By reading this Chapter, you will discover why it is more important than ever for airlines to stand out and connect with their customers, and how they can achieve this through effective branding strategies. You will also learn about the latest trends in the airline industry, and how these can impact an airline's brand identity. With this knowledge, you can take action to create a powerful brand that resonates with your target customers, driving loyalty and repeat business.

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COMMENTS FROM THE SPECIALISTS
PHILIP GEORGE, GEORGE DESIGN STUDIO, PINE PLAINS, NEW YORK

In my design experience with Braniff, Air Florida, Pan Am, Saudia and BWIA, I have found that the marketing and corporate-identity programmes are driven by competition. The corporate desire to improve and differentiate the product since deregulation has been forced by the severe route competition.

The birth of colour, drama and flair in air travel came about through the imagination of Mary Wells and her advertising team at the Jack Tinker Agency. The concept was initially presented to Continental, which had introduced multi-class cabins and had a reputation for innovative marketing. When Continental decided not to move ahead with the concept, Harding Lawrence, new at Braniff, seized the opportunity to make a small regional carrier into a major force on the north–south routes.

Air India

Photo credit: Air India

The programme provided an entire generation of air travellers with the excitement of an air voyage using an approach that included virtually every element of the travel experience: colours, handsome fabrics, decorated side panels, leather seats, co-ordinated passenger amenities, chef-prepared menus, special amenities, installation of art and folk art in airports and ticket offices — the list was endless. It affected every way in which a passenger was in contact with Braniff during a trip.

In developing this programme and its successors for more than 20 years, I found that our familiarity with all levels of personnel, management, engineering and manufacturers helped my team to respond with unique and new innovations. For example, the introduction of leather in First Class, and subsequently in Economy Class, had the benefit of providing the passenger with a luxury feel and the smell of a Mercedes, and allowed the airlines to lower their maintenance needs and eliminate the headrest covers. Every item the passenger touched or used inflight was reviewed for improvement, subject to Federal Aviation Administration (FAA) approval and to Boeing or Airbus engineering constraints.

Prior to these innovations, it was the aircraft manufacturer that designed cabin interiors, and it was the airline purchasers who had to press for new and innovative solutions to satisfy their own customers. Today, most major carriers have in-house design professionals or outside consultants to develop co-ordinated corporate-identity programmes that include all aircraft livery. Many carriers today have developed wild and crazy aircraft exterior markings to establish market identity, ideas that probably came from their advertising-agency art departments.

What has brought about the greying down of most aircraft interior livery? It seems to be playing to the lowest common denominator of passenger perceptions. Where, pray tell, is the idea that colour enlivens our environment and lifts our spirits for the journey? Not all passengers are going to business meetings. End.

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CHAPTER 2/Business-Class Comfort

Business class passengers on a Delta Airlines plane

Photo credit: Delta Air Lines

What can business-class passengers expect for the money they have paid for their business-class tickets? How does it feel to fly in the business-class salons in the sky?

In this Chapter we cover the evolution of the Business Class experience. What we experience today in Business Class, started as a simple concept of providing more space and comfort during air travel. Today, Business Class offers much more than just extra legroom.

Readers will be taken on an enlightening journey through the evolution of Business Class travel, from the early days of its inception to its status today as an indispensable facet of global business operations. This Chapter meticulously details how Business Class has morphed from offering mere comfort and convenience into a critical resource that facilitates international business endeavors and fortifies partnerships across borders. Through authoritative insights and engaging narratives, Readers will discover the extensive amenities and unparalleled services that define the Business Class experience, illustrating why it transcends beyond just extra legroom and refined dining options. Prepare to be immersed in the sophisticated world of Business Class comfort that business travelers deem essential for their success in the global marketplace.

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"WELCOME TO THE BUSINESS CLASS CABIN"

Delta Air Lines business class service

Photo credit: Delta Air Lines

When customers buy business-class tickets, they expect to be able to travel in comfort. In the business-class cabin, they want to feel free to manage their flying time effectively, and to do this, they require a reasonable amount of space where they can work, sleep, eat and relax.

In this illuminating Chapter, Readers will traverse the historical and luxurious evolution of the business-class cabin, exploring how airlines have meticulously crafted an oasis of comfort and utility above the clouds. From the genesis of dedicated business-class seating sections in the 1980s to the modern marvels of today, discover the intricate details of seat design, spacing, and amenities that elevate the travel experience. Understand the commitment airlines have made to meet and exceed the high expectations of business travellers, offering a blend of privacy, space, and service that can transform the aerial journey into a productive or restful experience. Delve into the details that make Business Class not just a seat, but a premium experience that is greater than just ‘more legroom.’

"IF YOU ARE READING THIS FROM YOUR BUSINESS CLASS SEAT, THEN LOOK AROUND. A LOT HAS CHANGED SINCE THE FIRST INCEPTION OF BUSINESS CLASS TRAVEL!"

However, following the product breakthroughs in the first-class market during the 1990s (see Chapter 1/First-Class Luxury), it was inevitable that Business Class would be affected and that the major airlines would have to adopt a fresh approach to their product positioning. Early in the 1990s, KLM, Northwest and SAS ceased to offer dedicated first-class service and launched new-style ‘two-class’ operations. Over the course of the decade, a hybrid product that blurred the boundaries between the old First Class and Business Class cabins evolved in the form of, for example, Premier Class at Aer Lingus, Magnifica Class at Alitalia, Grand Class at Austrian Airlines and BusinessFirst at Continental. Seats in these Business Class cabins were usually configured 2+2+2 or 2+3+2 so that no one had to step past more than one passenger in order to get to the aisle.

Continental Business class seats

Photo credit: Continental

During that time, companies tended to ban first-class travel privileges for all but their top executives. But with the introduction of Business Class, all that was about to change.

In this section, Readers will traverse the fascinating evolution of Business Class travel, from its nascent stages to today's luxurious experience. Delve into the game-changing shifts in the airline industry's approach spurred by the 1990s' first-class market upheavals. Discover how major airlines, including KLM, Northwest, and SAS, pioneered the transformation from a rigid class system to the contemporary two-class configuration, offering a hybrid of luxury once exclusive to First Class. Learn about the strategic decisions behind the repositioning of Business Class, the revolutionary cabin configurations, and the implications for corporate travel policies. This Chapter provides an authoritative and engaging narrative on how Business Class became the preferred choice for today's business and high-end leisure travelers, making it an essential read for anyone intrigued by the dynamics of luxury air travel.

“DURING THE 1990s, A NUMBER OF CARRIERS ADDED SPECIAL REFINEMENTS TO THEIR BUSINESS CLASS CABINS”

In the spring of 1999, Delta Air Lines dropped its three-class service and moved to two-class, launching its Business Elite cabin. In this revealing section, readers will be transported back to the pivotal era of the 1990s, where they will discover how the competitive dynamics of airline business-class services evolved dramatically. Specifically, through the lens of Delta Air Lines’ strategic overhaul in 1999, we'll explore the cutting-edge innovations and deliberate enhancements that set new standards in business travel comfort and luxury. Delve into the details of Delta's Business Elite cabin transformation, a move that not only challenged the status quo but also redefined the future of air travel. Prepare to be enlightened by the behind-the-scenes decisions that propelled Delta to its mission of being ‘Simply the Best’, setting a new benchmark for the industry.

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CUSTOMER BENEFITS ANALYSIS

Etihad

Photo credit: Etihad

During the 1990s, a number of carriers added special refinements to their business-class cabins. Here, Readers will discover the pioneering advancements in Business Class travel during the transformative 1990s. From Air France's innovative, high-tech bars to ANA’s unique blend of comfort and connectivity with their sit-down bar counters and business corners equipped with onboard fax service on the Boeing B747, the evolution of luxury air travel is meticulously catalogued. This detailed exploration not only highlights the enhancements in passenger experience but also showcases the competitive spirit and ingenuity of carriers in elevating Business Class to new heights.

In this Chapter you will learn the evolution of Business Class travel including:

  • The importance of time and comfort for business travelers
  • The evolution of Business Class amenities such as wider seats, increased legroom, and enhanced food and beverage options
  • How Business Class has become a vital tool for businesses to conduct global operations and maintain successful partnerships
  • The shift from traditional three-class airlines to two-class operations with hybrid products that blur the boundaries between
  • Explore the history and transformation of Business Class, delving into the societal and economic shifts that facilitated its development.

Overall, the business travel experience has morphed from simply providing more space and comfort to becoming a crucial aspect in conducting successful business operations.

THE EVOLUTION OF THE BUSINESS CLASS SEAT

If you are reading this in Business Class, you may be sitting in a seat that has been designed over decades of innovation and refinement to put you at ease. Throughout this section of our insightful exploration into the evolution of Business Class, Readers will uncover a detailed history that stretches back to the 1980s, witnessing the transformation of a luxurious upgrade into an indispensable aspect of modern air travel. You will learn how innovations in seat design, onboard amenities, and service offerings have not only increased comfort but also enhanced the ability of business travellers to work efficiently while on the move. This segment illuminates the pivotal role of Business Class in fostering global business operations and partnerships, showcasing its progression from a symbol of luxury to a crucial tool for international commerce. Prepare to be taken on a fascinating journey that highlights how Business Class has become a game-changer in the air travel industry.

Business class passengers on a Delta Airlines plane

In the early 1980s, Pan Am pioneered Clipper (Business) Class. Photo credit: Pan Am/George Design Studio

DISCOVER THE WORLD OF COMMERCIAL AIRLINER INTERIORS ON YOUR IOS, KINDLE AND/OR ANDROID-BASED MOBILE DEVICE

In this comprehensive Chapter, Readers are invited on an insightful voyage through the evolution of Business Class travel, a segment that has reshaped the landscape of modern air travel. From the historical roots in the 1980s, through the pivotal 1990s, to the luxurious present, we explore how airlines have innovatively transformed Business Class cabins into sophisticated environments that cater to the demands of global business operations and high-end leisure travel alike. Delve into the meticulous enhancements in seat design, onboard amenities, and service excellence that have redefined the passenger experience and set a new benchmark in air travel. Discover the strategic shifts that enabled this evolution, including the move from three-class to two-class services, and how these changes have influenced corporate travel policies. This Chapter is a treasure trove of authoritative insights, engaging narratives, and detailed analysis. It is destined to enrich your understanding of Business Class travel's crucial role in connecting the world, making it an indispensable read for enthusiasts of aviation history, business travellers, and anyone fascinated by the luxury of flight.

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CHAPTER 15/SUPERIOR INTERIORS FOR SUSTAINABLE AIRLINES

shadow of plane over green forest

Photo credit: GETTY

Climate Action, flight shaming, trains-over-planes laws, and sustainability. While activists and politicians focus on carbon-dioxide (CO2) emissions, they may be missing the bigger picture.

This Chapter of JETLINER CABINS: Evolution & Innovation explores the multiple strategies that aircraft interiors designers and airline brand managers have employed to make the aircraft cabin a greener space.

Unlock the future of green travel in this pivotal chapter of JETLINER CABINS: Evolution & Innovation, where we explore the revolutionary strides the airline industry has made towards sustainability. Discover how the relentless pursuit of reducing carbon footprints has led to cutting-edge innovations in aircraft interiors and operations. From the widespread adoption of Sustainable Aviation Fuels (SAF) to the carbon neutrality pledges of the world's leading airlines, this chapter details the ground-breaking efforts and collaborative initiatives that are setting the stage for a more sustainable future in air travel. Be inspired by the optimism and urgency driving the aviation sector to not only envision but also achieve a greener and more sustainable horizon. As we fly towards 2050, learn about the systematic steps and innovative strategies making sustainable flying not just a possibility, but a reality.

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THE GREEN SCENE: SUSTAINABILITY AND AIR TRAVEL

Fly Net Zero logo

credit: International Air Transport Association (IATA)

Statistics issued by the United Nations (UN) show that the agriculture, industry and transport sectors each produce approximately 14 percent of human-induced global carbon emissions. Airlines account for about 2.5 percent of global carbon emissions. Maritime shipping, which transports approximately 80 percent of world trade, accounts for nearly 3 percent of global carbon emissions.

In this enlightening Chapter, we're about to take a deep dive into the innovative world of sustainable air travel. We're standing at the brink of a revolution, where the urgency to protect our planet meets the ingenuity of human potential. Discover how trailblazers in the industry are pioneering eco-friendly technologies and biofuels that promise to redefine our skies. Learn how airlines and stakeholders worldwide are joining forces to implement greener practices, reducing carbon footprints without sacrificing the enjoyment and necessity of global connectivity. This Chapter is a call to action and a beacon of hope for everyone who believes in the power of change and the urgent need to act now for our planet's future. Join us on this exhilarating journey towards making air travel a sustainable ally in our fight against climate change.

SUSTAINABLE AVIATION FUEL (SAF)

Over the past 40 years, aircraft have become 70 per cent more fuel efficient. Discover the ingenious innovations and strategies employed by the aviation industry to combat rising fuel costs and global economic challenges, all while prioritizing sustainability. In this captivating Chapter, you'll explore the urgent shift towards Sustainable Aviation Fuel (SAF), marking a pivotal moment in the industry's commitment to reducing carbon emissions. With a focus on the inspiring work of eco-czars, emissions specialists, and green teams, you'll learn how major airlines are not only adapting to ecological demands but are leading the charge in ushering in a new era of environmentally conscious travel. Get ready to be persuaded by the optimistic narrative of progress and renewal, where technology meets sustainability to create a cleaner, greener future in the skies.

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“FIGURES PUBLISHED BY THE INTERNATIONAL AIR TRANSPORT ASSOCIATION (IATA) SHOW THAT AVIATION HAS A STELLAR TRACK RECORD FOR IMPROVING ITS ENVIRONMENTAL PERFORMANCE”

This Chapter will illustrate that green advances in jetliner cabins are of vital importance to the future of the industry and the myriad changes that have been made thus far including:

  • The use of sustainable materials
  • Energy-efficient systems
  • The introduction of smart controls to reduce energy consumption
  • Changes to the galley and food services
  • Design techniques that optimize space for more efficient seating configurations
  • Sustainable catering options

“THE SAVING OF APPROXIMATELY 10 MILLION TICKET JACKETS IS THE EQUIVALENT OF APPROXIMATELY 850 PULP TREES PER YEAR”

Mohawk Aviation carpet

Mohawk Aviation produces new carpet fibre from recycled water bottles, and its green programmes reclaim aviation carpet for reuse in homes and commercial buildings.
Photo credit: Mohawk Aviation Carpet

Over many years, airlines have been implementing a range of hands-on green upgrades which would not be immediately recognizable to the average passenger. In the following Chapter, readers will learn about the growing trend among airlines to adopt sustainable practices and promote environmentally-friendly initiatives to their passengers.

You will uncover the dynamic shift towards sustainability within the airline industry—a movement that's not just a hyperbole but a promising reality. Learn how pioneering airlines like British Airways are leading the charge with carbon offset campaigns and other green upgrades, ingeniously designed yet not always readily apparent to passengers. This segment promises a deep dive into how these initiatives are fostering a global culture of environmental responsibility among passengers.

“ONE OF THE MOST EXCITING GREEN DEVELOPMENTS IN CABIN DESIGN IS SO SUBTLE THAT MOST PASSENGERS DO NOT EVEN KNOW IT IS THERE"

Numerous significant enhancements have been introduced industry-wide. In this section you'll uncover the amazing advancements that are revolutionizing the aviation industry, from cutting-edge manufacturing techniques to sustainable refurbishment practices. Explore how these innovations are not just reshaping how aircraft are built and maintained, but are also leading the charge towards a more sustainable and eco-friendly future for commercial aviation. Prepare to be inspired by the significant strides being made and discover the potential these developments hold for shaping a greener, more efficient world in the skies.

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“FUSION-BONDED HONEYCOMB TECHNOLOGY IS MAKING SIGNIFICANT PROGRESS IN THE AEROSPACE SECTOR”

In the upcoming sections of this Chapter, we'll illuminate the cutting-edge green methodologies that the airline industry has diligently applied to cabin interiors, transforming these spaces into examples of sustainability. From the innovative use of bio-based materials to the incorporation of energy-saving systems, each strategy underscores the industry's commitment to not only enhancing passenger experience but also protecting our environment. These endeavors showcase a conscientious shift towards sustainability, affirming the airline sector's role as a proactive steward of our planet's future. Join us as we explore these green milestones, offering both inspiration and a roadmap for sustainable practices within and beyond the aviation world.

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Chapter 13/UPGRADES: REFURBISHING ALOFT

UPGRADES: REFURBISHING ALOFT

Embraer E175. Flying with a Happy Face

Embraer E175. ‘Flying with a Happy Face’.
Photo credit: Alaska Airlines

Some people cite the ‘House-Renovation Rule’: it will cost twice as much — and take three times as long — as you first thought it would. Others say that upgrades constitute the Royal Road that will eventually lead to true product perfection. But in the end, strictly mandated regulatory requirements govern all stages of the decision-making process.

Discover the behind-the-scenes work that goes into enhancing the inflight experience! This Chapter delves into the constant upgrade and refurbishment programs that airlines implement to provide top-notch customer service and meet heightened safety and security requirements. Learn about major upgrades, such as strengthening cockpit doors and complying with the mandated 16 g standard for seats, which involves a rigorous forward-direction dynamic test. Additionally, find out about the often-overlooked crew rest accommodations, which are steadily upgraded as modern aircraft fly longer distances and labour contracts consolidate rest periods for crew members. This Chapter will leave you feeling optimistic about the future of airline travel and the dedication of the industry to constantly improve.

“TO PROVIDE A COMPETITIVE STANDARD OF CUSTOMER SERVICE, IT IS NECESSARY TO CONSTANTLY REVIEW AND REDEFINE THE INFLIGHT PRODUCT EXPERIENCE”

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When you open this E-BOOK, you'll dive into the world of aircraft-interior design and learn about the complex considerations that go into upgrading and refurbishing these spaces. From aesthetics to practicability, the decisions made in this field carry significant short-term and long-term cost implications for airlines. You'll discover the ways in which airlines balance visible enhancements with money-saving tactics, such as adjusting meal service options or flying smaller aircraft. But practicality goes beyond cost – flammability, heat and smoke release, toxicity and structural certification are also crucial factors that must be taken into account when designing interiors. The text reveals the specific dates and standards that aircraft manufacturers must meet for safety purposes. By the end of this Chapter, Readers will have gained a deep understanding of the intricate planning process that goes into designing and upgrading aircraft interiors, and will be equipped with the knowledge to make informed decisions in this ever-evolving field.

AIRCRAFT INTERIOR DESIGN

woman charging phone from airplane seatback

Personalization of inflight entertainment (IFE): Instead of seat-back TV screens, some new-style economy-class seats feature USB charging ports and tablet holders for passengers wishing to stream selected content on their own mobile devices. Photo credit: Alaska Airlines

Recalling major fleet-upgrade programmes during her time at United as Staff Representative Engineer, Cabin Interior and Exterior Livery Specialist, Alina Pham outlines the key stages of the approval and certification process.

‘Designers have to create a scheme that will achieve pleasing aesthetic standards, as well as comply with certification and maintenance requirements.’

You will learn about the intricate planning process involved in updating the look of an airline fleet. From defining the colour scheme to ensuring it complies with certification and maintenance requirements, every step is crucial to the success of the project. You will gain insight into how designers use a subjective process, market research, and input from departments across the company to select the perfect colours. Additionally, you will discover the importance of installation considerations in the approval process. This Chapter provides a wealth of information for anyone interested in the aviation industry or those looking to embark on a similar project. Don't miss out on this opportunity to learn from the experts!

“THE COST LEVELS OF UPGRADE AND REFURBISHMENT PROGRAMMES CAN VARY ENORMOUSLY BECAUSE SO MANY PURCHASE CONTRACTS ARE QUANTITY SENSITIVE”

Upgrade and refurbishment programmes can be costly, but there are ways to make changes that comply with budget limitations. This Chapter outlines four categories of upgrades, ranging from minor changes like soft furnishings and accessories, to large-scale upgrades that can cost millions of dollars. The main focus is on cost-effectiveness and good financial housekeeping, using up existing supplies before introducing new items. The logistics department plays a crucial role in planning and executing these upgrades, including phasing out old items and introducing new ones. This Chapter provides valuable insights and practical tips for airlines looking to upgrade their inflight offerings, including how to gather market feedback and make changes on a budget. It takes careful planning and execution for airlines to transform their inflight experience for their customers.

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INNOVATIVE DESIGN & LUXURIOUS FEATURES

Readers will discover the innovative design and luxurious features of Japan Airlines' Skysleeper Solo, a first-class seat that revolutionized air travel comfort in the early 2000s. Through the expertly crafted words of acclaimed designer Ross Lovegrove, readers will learn how the Skysleeper Solo's sensual, body-hugging curves were inspired by the natural world, and how it was designed to provide ultimate relaxation and privacy for passengers. Technical details and measurements are provided, showcasing the seat's impressive width and length when fully reclined. Readers will also discover how Japan Airlines decreased the number of seats in the cabin to provide a more spacious layout and how the Skysleeper Solo won the prestigious Japan Industrial Design Council 'Good Design Award' in 2002. This Chapter is a must-read for anyone interested in the evolution of air travel luxury and comfort. Don't miss out on the opportunity to delve into the world of the Skysleeper Solo and its revolutionary impact on the airline industry.

Japan Airlines Solo Sleeper

At the turn of the millennium, in an upgrade of its First Class cabin, Japan Airlines introduced into service its new Skysleeper Solo
Photo credit: Japan Airlines

Products and services offered to customers are crucial for airlines to remain competitive. Dive deeper into the massive upgrade program undertaken by Qantas for their international Business Class, costing an estimated US$300 million. The program involved designing new Skybeds with extensive adjustment controls, stowage options, power-supply outlets, and back-massage options, among other features. With the help of computer graphics, the planning process was streamlined, and designers and airline management could visualize a range of possible scenarios before finalizing the technical drawings. Furthermore, sophisticated interactive animation technology allowed customers to view their aircraft cabins from various perspectives. This Chapter highlights how computer simulation has become an invaluable tool for airlines in reducing cost and time envelopes while improving overall customer satisfaction. As airlines continue to seek ways to upgrade their products and services, this Chapter is an essential read for anyone interested in the future of the aviation industry.

You will also read about the importance of proper testing and selection of materials for refurbishment and new image programmes in the airline industry. Aviation Specialists emphasize the need for testing heavy-use items such as seat fabrics to avoid frequent replacements, which can add to the logistical limitations of maintenance budgets. Furthermore, they recommend involving all stakeholders in the design process, including seat-structure manufacturers, designers, and seat dress-cover manufacturers, to ensure a faster, more economical, and less painful road to a successful image completion. It also highlights the cost-effectiveness of comprehensive refurbishment programmes, such as the one carried out for SAS, which renewed every surface that the passenger came in contact with, resulting in the perception of flying on a brand-new aircraft.

AIRCRAFT INTERIOR REFURBISHMENT

Dive into the heart of aviation innovation and refinement with our comprehensive guide, carefully constructed to illuminate the meticulous processes behind transforming airline fleets into marvels of modern design and comfort. From the drawing board to the skies, each Chapter reveals the secrets to executing successful refurbishment and upgrade programs, balancing cost-effectiveness with luxurious design. Learn from industry giants like Qantas and Japan Airlines, and leverage cutting-edge computer simulations to revolutionize your approach to airline service upgrades. Whether you're a professional in the aviation field or an enthusiast eager to understand the future of air travel, this essential read provides an unparalleled look into the precision and innovation driving airline industry advancements. Don't miss this opportunity to gain expert insights and potentially transform your own projects. Secure your copy today and take the first step towards the forefront of airline design and service excellence!

Photo: Emirates

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ACCESSIBILITY: SPECIAL NEEDS

EXCERPT from JETLINER CABINS: Evolution & Innovation E-BOOK

Chapter 8/Accessibility: Special Needs

EXPO 2019: SPECIAL NEEDS Case Study
attached to Chapter 8

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