Airlines devising new ways to attract premium customers

Premium travelers never had it before. These are tumultuous times for the airlines, while the travelers continue to be major beneficiaries of stiff competition with more perks and amenities coming their way at a frenetic pace.

A recent study said that airlines are devising new ways aimed at wooing first class and business class customers. Major airlines such as JetBlue Airways, United Airlines, Delta Air Lines, Etihad Airways, Cathay Pacific Airways, LATAM, American Airlines and Qantas Airways are making determined bid in their war to corner a major chunk of revenues emanating from sales of air tickets. The study said that the airlines earn a quarter of revenue from only 15 percent of long-haul premium travelers.

Just sample the methods being employed by various airlines in bringing the first class and business class customers to their fold. JetBlue Airways has announced it will introduce its Mint business class in June this year. The airline will install the widest as well as longest lie-flat seats, which are said to be among the best on any U.S. carrier operating on domestic routes. The seats will be equipped with a massage function and comes with adjustable firmness. The airline has kept privacy concerns of its customers into consideration. The new business class cabin will have four compartments each separated with a privacy door.

United Airlines during early 2014 expanded its complimentary chauffeur-driven Mercedes-Benz sedan transfer to its privileged customers to Newark International Airport. The airline will be adding more cities through the entire year. Last year, the airline introduced the transportation service for its customers in Houston and Chicago to ferry them to their connecting flights from across the tarmac.

Delta Air Lines is not far behind in wooing its special customers. Last year, the airline started serving gourmet meals to its customers on New York-London flights being procured from Danny Meyer-owned Blue Smoke barbecue restaurants. The airline has tried every bit to provide a hotel-like feel to its customers in first class. The airline is offering lumbar-support pillows, Westin Heavenly comforters and moisturizer by Malin + Goetz on its long-haul international flights that are of 12 hours or more.

Even leading Middle East carrier Etihad Airways is doing everything to provide its customers a princely treatment in the air. The airline had last year introduced a sensory-based sleep program for its top guests. The airline has been offering specially-designed gray sleep suits and sustainable, temperature-regulating bedding and Coco-Mat mattresses. The customers traveling in First Class are offered a wide choice of bergamot-scented Le Labo toiletries, pillow mist, malt drinks, herbal tea and hot chocolate.

Cathay Pacific Airways has recently started providing amenity kits for its customers traveling in business class cabins. The kits comprise of branded Australian skin-care products from Jurlique. The first class cabin has also been exquisitely designed to keep the passengers in a mirthful mood. The cabin sport hand-painted sculptural pieces beautifully crafted with steel and copper made by renowned artists.

LATAM has also come up with great offerings. The airline’s new uniform cabin design will make debut from 2015. The airline has this year introduced an assortment of 30 regional varieties of alcoholic beverages to complement with its six distinct menus for business class customers.