Emirates introduced the new premium economy cabin for their customers. The airline always wants to offer something more and to keep the baseline product reliable and deliverable. This makes it’s more likely that the airline will customize a proven baseline model.
There are a number of beautiful options available on Emirates’ premium economy cabin like:
- The ZIM Flugsitz GmBH seat, which was customized for Singapore Airlines’ premium economy cabin by JPA Design
- Qantas’ premium economy seat by Thompson Aerospace
- The Rockwell Collins MiQ seat which features on American Airlines’ premium economy cabin.
Emirates said it will surprise the passengers with something special. It may go for the unexpected, moving away from the now common premium economy “easy chair”.
But there are limits. The passenger can get them to buy up from economy class without burning sales of business class. The product should be worth a new scale in the price gap between the two classes, but is unlikely to include lie-flat sleeping. That feature would come too close to a main selling point of the business class experience. Some narrow body and regional business class seating could offer passengers the next best thing to lying flat – flying weightless in a private cradle.
The new Air Rest offers:
- Cradle-style seating to relieve stress points from sitting for extended periods of time.
- A lot of personal living space, including divider privacy screen.
- Emirates have made privacy and personal space a priority on its premium products.
- These are fixed-shell seats, so reclining does not interfere with other passengers’ space.
- These seats offer a lot of storage, which may be valued by Emirates passengers on long haul routes.
- They also accommodate next-generation with a theatre-quality screen.
- Cutting-edge in-flight entertainment is a standard of the Emirates passenger experience.
- The Stelia Celeste seat which has 40-degree recline cradle-style seating. It also offers a privacy divider option and comes standard with a fixed shell back.
The Recaro CL5510 regional business class seat is yet another solid option. It offers similar benefits of comfort and personal space.
Emirates will likely continue its brand alignment with luxury vehicles – something the airline has done both with its new business class and first class “Gamechanger” product.
The airline will likely have an automotive cut and style, maybe even a Mercedes-Benz signature. The airline will also introduce soft products, a new amenity kit, luxury pillow and blanket, and perhaps a customizable dining menu to compete with Singapore Airlines’ ‘Book the Cook’ service.
The introduction of a self-service snack and beverage bar to this cabin would be a nice touch. The premium economy cabin would launch on the airline’s new Airbus A380 aircraft to be delivered starting in 2020.