more relaxation. The majority of Asian consumers (58 per cent) believe that the seat itself is the top factor affecting their sense of comfort when flying. 60 per cent believe that wider seats are the top requirement for improved standards of comfort and 42 per cent would pay more for increased seat width. Wider seats improve views of on-board productivity (53 per cent) followed by more legroom (48 per cent), adjustable seating (43 per cent), quiet zones (42 per cent), and increased arm room (37 per cent)
Service levels motivate Asian economy class passengers to book a flight with a particular airline brand. Better cabin service is the top factor influencing future booking decisions.
The report also identified three future macro trends for comfort demanded by the Asian market:
The Always on Cabin - Wifi enabled cabins with telephone and conference calling facilities will be seen as a pre-requisite to the large volumes of Asian business passenger travelling to unlock business opportunities in a world of 24/7 access.
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.
Energising Cabin - Asian Flyers agree that greater in-flight well-being allows passengers to relax and unwind, which are seen as key to productivity. Air Quality, cabin quietness, mood lighting and seat space are areas where Airbus is leading to promote heightened passenger well-being.
Martin Raymond, co-founder, The Future Laboratory, said, 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.