Airbus today published a new research report about the comfort demands of Asian economy class passengers. ‘The Future of Comfort: Asia’ conducted by global future consultancy Future Laboratory, reveals new insights into the evolving demands of tomorrow’s increasingly influential Asian air passengers.
Airbus forecasts that by 2032 the Asia region will account for 45% of global passengers; this will make them the dominant flyers of the 21st century shaping the future economy class experience.
The research reveals two emerging typologies of Asian travellers who, due to the rise of social media and shared global online experiences, have an increased knowledge of flying and will demand an enhanced level of comfort:
Whilst their comfort expectations vary slightly, there is a clear commonality on the importance they place on a number of factors:
The report also identified three future macro trends for comfort demanded by the Asian market:
3D technology - having already made its mark in entertainment and retail, 3D is expected to be offering more immersive film and shopping experience on board. Airbus is future proofing aircraft currently in production with the integration of fourth generation in-flight entertainment (IFE) systems including 3D TV.
Kevin Keniston, Airbus’ Head of Passenger Comfort comments: “The voice of the Asian passenger is fast becoming the dominant voice in the aviation industry and will dictate the future of flight. This new research clearly shows that comfort is paramount to satisfying the needs of long haul travel for the Asian population now and in the future. Airbus offers airlines the ability to respond to these market demands now. Our unique aircraft designs deliver comfort without compromise; the ability to offer passengers high levels of comfort whilst simultaneously delivering the most fuel efficient economics to airlines.”
Martin Raymond, co-founder of The Future Laboratory comments: “Our report reveals rich insights into the needs of passengers across eight key Asian markets, and the unique cultural and behavioural drivers around the notion of comfort. It is clear that the emerging typologies of Asian travellers place comfort at the heart of their purchase decisions.”
Source: Airbus, an EADS N.V. company (Paris: EAD.PA)
Date: Feb 13, 2014