The Airline Passenger Experience Con4nuum
NYCUPA – 22nd Feb 2012
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Jonathan Norris Execu4ve Director – Trade Media & Events
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A I R L I N E P A S S E N G E R
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C A B I N I N T E R I O R | C o n n e c t i v i t y | C o n t e n t | I F E | I n f l i g h t S e r v i c e s | M o b i l e | P r e / P o s t - F l i g h t | S o c i a l M e d i a
O f f i c i a l P u b l i c a t i o n o f t h e A i r l i n e P a s s e n g e r E x p e r i e n c e A s s o c i a t i o n
OPEN ALL HOURSDine whenever you want
with 24-hour galleys
ADD FRIENDS AND INFLUENCE PEOPLE
Earning passenger loyalty through social media
WIDE BODIESHow to seat the larger passenger
Making the right choice about infl ight wirelessARE YOU WELL-CONNECTED?
QUARTER 4 / 2011
A I R L I N E P A S S E N G E R
C A B I N I N T E R I O R | C o n t e n t | I F E c | I n f l i g h t S e r v i c e s | p a s s e n g e r | P r e / P o s t - F l i g h t
CHILL PILLStressed-out passengers
create revenue opportunities
DREAM RIDEBoeing’s 787 doesn’t
disappoint fi rst fl yers SPICE, SPICE BABYWhy aircraft galleys are
due for a makeover
Why airlines want bespoke
cabins – and how suppliers cope
MADE TO ORDER
FEBRUARY 2012
O f f i c i a l P u b l i c a t i o n o f t h e A i r l i n e P a s s e n g e r E x p e r i e n c e A s s o c i a t i o n
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“In 2000, the average load factor was 72.4% and the airline industry earned $2.6 billion. Last year [2009], it was
over 81% and the industry lost around $2.5 billion”
Perry Flint (Air Transport World)
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Profitability is more sensi4ve to revenue than cost
Source: IATA Total Opera1ng cost breakdown 2005 IATA Economic briefing June 2007
A 1% improvement in revenue has the same effect on opera4ng profit as …
1%
10-‐11%
8-‐9%
4-‐5%
2-‐2.5%
Cash opera1ng cost
Fuel cost Rentals, Deprecia1on &
Insurance
Maintenance cost
Revenue
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“As we move forward air travel will be more about customers paying a premium for a collec4on of
experiences” Richard Stevens (forpeople)
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“Brands will need to ensure that the customer experience is personal,
familiar, an4cipatory and engaging” Mar<n Raymond (The Future Laboratory)
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Life Cycle 5 - 10 years
Main Drivers Efficiency of airline processes
Comfort features for passenger
Services for Airlines and passenger Productivity of cabin value chain
Challenges 90% of changes after entry into service
Cabin / fuselage integration Complexity reduction
Intelligent customisation & conversion
Life Cycle > 30 years
Main Drivers Payload & range Operational cost (fuel & labour)
Safety & reliability Fleet commonality
Challenges 90% of changes before entry into service Emission decrease (CO2 & noise) Weight reduction & advanced materials
Next generation systems & engines
Cabins are consumer-influenced products
INDUSTRIAL GOOD... CONSUMER GOOD but also ...
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Population Share of People 65 Years and Older Japan
Italy Germany Developed Countries
World
U.S.
Greying Society
Demographics & Societal Changes Redefine Travel & Service Needs
Passenger of Size Female Forces Rising Giants
Future Trend Setters Demographics Meets Passenger Segments
Source: NIPSSR, 2008; UN, 2006 (from 2010 projec4on)
Greying Society
Obesity Increasingly Becoming an All-Milieu Core Societal Problem
Female Forces
Future Trend Setters Demographics Meets Passenger Segments
< 8.0 % 8.0 -‐ 14.9 15.0 -‐ 29.9 30.0 -‐ 44.9 > 45.0 %
Prevalence of Obesity 2005 & 2015
Es4ma4on of % of Popula4on with BMI > 30; males, aged 30+
2005
2015
Source: WHO 2008
Passenger of Size Rising Giants
Greying Society Female Forces
Future Trend Setters Demographics Meets Passenger Segments
Women will increasingly influence business & lifestyle
Women % of A-Levels and Students in Germany
Women % of student
Women % of A-levels
Passenger of Size Rising Giants
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Since 1978, the average seat pitch between Y/C seats has lost 3 inches which has had to be compensated by the introduc4on of slimmer
seat backs and other innova4ve design features
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What is the impact on efficiency?
Density
Datum
+50%
+33%
1980s 1990s 2nd Gen Today
-‐20%
+100%
-‐30%
-‐50%
2000s 1st Gen
Recliner / Cradle Full-‐flat Cocoon Lie-‐flat Cocoon Innova4ve Full-‐flat
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Innova4ve Full-‐flat configura4ons
Yin-‐yang Staggered front facing Toe-‐to-‐toe
Herringbone aisle-‐facing Herringbone window-‐facing Front-‐facing (angled bed)
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Overhead Stowage: Accessibility
If standing height for 95% man is fulfilled handle not reachable for 5% woman (large centre bin with 8° opening angle)
9-‐abreast Y/C 8-‐abreast Y/C
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lateral bin – 5 roller cases
Business: Over 2 standard roller cases per passenger 6-‐abreast sea4ng, 60” pitch Economy: Over 1 standard roller case per passenger 9-‐abreast sea4ng, 31” pitch
centre bin – 3 roller cases
Overhead Stowage Compartments
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Windows
! Designed to op4mise angle of vision for shortest to tallest passenger
! A380-‐inspired window shape
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“Designers have a much beuer understanding now of how light manipulates our view of reality by
influencing our emo4ons” Armin Plichta (SchoA Avia<on)
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The Theatrical Workflow Today
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“The occupants of an airline cabin can range from nine months to ninety years old; in IT proficiency from complete
familiarity to uuer ignorance” Anon
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Thanks for your attention !
Jonathan Norris Executive Director – Trade Media & Events
[email protected] +44 7703 679 671
@APEXjon | http://blog.apex.aero