Trends in comfort

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Emirates

The battle for the business bed may sound like a strange war to be fighting but believe it or not, it is happening thousands of feet above your heads every day of the week.

Since British Airways introduced the fully reclining flatbed business seat six years ago, rival airlines have gone the extra mile to revamp their upper class cabins and services creating some of the fiercest fights for business customers ever seen in the commercial world. And they have had every right to do so as the business class seat is one of the most lucrative ways for airlines to turn a profit in an industry that faces increasing costs and pressures every minute of every day. Heightened security in airports, baggage restrictions and rising fuel prices and taxes have all combined to drive profits down and costs up. With that in mind airlines across the globe have taken it upon themselves to spend vast amounts of financial resources and man hours on designing the most state of the art seats and lounges ever seen.

Nowadays, however, you don't simply get a seat in exchange for your money, you get an experience. From entering the airport and being fast tracked through customs to your lounge, where you are able to relax in style before boarding the aircraft. Then, entering a luxurious haven of comfort, privacy and above all choice, with hundreds of films on demand as well as the finest dining available at 33,000 feet, you are catered for from beginning to end and not a trick is missed. We examine which pillow customers should be resting their heads on when travelling business.

Etihad

The national airline of the UAE may have only been flying for just under three years but with meticulous planning, billions of dollars of investment and vast sums of financial backing in the bank, it has been one of the industry's rising stars in immediately offering its customers a truly 21st century business class experience.

On the ground the lounges are clean, clutter-free, tastefully decorated and offer some of the best range of food and drinks you could hope for, and once up in the air things don't change. The transition is seamless and part of the ‘Etihad experience'. The cream coloured seats offer complete comfort and privacy with panels covering both sides allowing you to fly, dine and relax peacefully in your own personal space. Etihad was one of the first airlines to offer on-demand viewing on its large screens. And because of this many business users become return customers, comforted in the knowledge that once their credit cards have been swiped, they know that they will receive the best technology and service available in an aircraft. Being an early adopter can bring benefits and Etihad has certainly found that out to its advantage. The only downside is minimal with storage space restricted to the cabin holds overhead and no personal storage at your feet. However, once it comes to upgrading its service, I'm sure Etihad will raise the bar once again.

Vital statistics

Name: Pearl zone

Length of time in operation: Under three years

Fleet: Ten A330-200, three A340-500s, one x A340-300, one XB767-300 and five XB777-300 ER aircraft that fly to 35 global destinations

Fact: Within just 24 hours of launch, Etihad's loyalty programme, ‘Guest' received nearly 3000 applications for membership from customers based in more than 50 countries

Verdict: One of the first on the scene with world-class, modern facilities including on-demand and a longer, wider flatbed, Etihad continues to go from strength to strength, winning awards left, right and centre. A definite recommendation for any business flyer.

Virgin Atlantic Airways

Claiming to have the biggest flatbed in the business class sector, Virgin Atlantic and its CEO Steve Ridgeway is currently rolling out its new upper class suite of seats throughout its 68-strong fleet.

Designed in dark blues and purples throughout, the latest Virgin cabin is hailed by many as the best in business class by many executives I know. Virgin splits its features into sleep, work, play, dine and relax. When sitting in your soft leather suite (as it labels its seats) it neatly flips over at the touch of a button allowing for a large amount of space and comfort and with each unit, complete with aisle access, it means that there is no longer any need to step over your neighbour's slumbering legs. If you can't get to sleep or simply want to relax call on one of Virgin's best features - an in-flight massage. Alternatively, if work can't wait then simply plug your laptop into your own personal power access point or spread out and invite a colleague or friend to have an informal meeting.

Of course another unique feature is the upper class bar where you can get out of your seat, stretch those legs and enjoy a sit down or stand up drink while being served by an attendant bartender

Vital statistics

Name: Upper class

Length of time in operation: Roll out currently underway

Fleet: Virgin Atlantic operates one of the world's youngest fleets of aircraft. Currently the fleet comprises of 34 aircraft, 13 Boeing 747-400s, six A340-300s, 15 A340-600s. The current average age of the fleet is around five years and seven months

Fact: Its Dubai-London Heathrow route offers a chauffeur driven service at both ends, drive-through check-in and clubhouse at Heathrow with free beauty treatments, in-flight beauty therapist and on-board bar

Verdict: When you fly Virgin Upper Class, you never want the journey to end. Ok, the flat beds are commonplace now, and leather seats are no real perk. Fabulous in-flight entertainment is taken for granted. But add the personal massage, on board chef, meals whenever you want, manicures and a fully stocked bar and barman, it just doesn't get any better

Qatar Airways

Having advertised heavily all through 2006 Qatar's profile among business customers is rising sharply. Despite not having a fully flat bed, the 160-degree reclining seat in the carrier's new A340-600 and A330s gives you high levels of comfort and includes a foot massage bar allowing you to be fresh and relaxed when you arrive at your destination. As a business class passenger you receive priority check-in and have a baggage allowance of 30kg. In Doha International Airport, you can relax and enjoy the facilities in the business lounge choosing from a wide selection of hot and cold appetisers use the business centre and even freshen up with a shower. You can even extend your business class experience and join Qatar's ‘Privilege Club' where you will be able to earn miles and receive additional benefits.

Vital statistics

Name: Qatar Business Class

Length of time in operation: Six years

Fleet: 51 aircraft

Fact: Qatar's ambitious plans include doubling the fleet by 2009

Verdict: Unfortunately many customers now demand fully flat beds when flying long haul and the 160-degree recliner may not be to everyone's liking. Qatar needs to tweak its beds in future aircraft

Emirates

The largest airline in the region has only just installed its new generation lie-flat business class beds with passengers flying Emirates' new Boeing 777-300ER between Dubai and London Gatwick the first to sample its delights. By year-end, another six Emirates planes will be operating with this new product, while all of Emirates' new long-range Boeing 777 aircraft on order will be fitted with lie-flat seats in business class, and the airline will also retrofit its current fleet of 12 777-300 aircraft by early 2008.

On the plus side however, and while it rolls out is new seats, it still offers some of the best personal service in commercial aviation and has won many awards for its efforts. Service on Emirates is one of its strengths with multi-lingual cabin crew on hand to serve you a welcoming glass of champagne or juice before take-off and to take care of you throughout the flight. The business class ‘sleeperette' seats are in a 2-3-2 configuration with a recline of 29cm (11.5 inches) with plenty of room to spread out and work - or to simply stretch out, with seat rows well spaced apart. To make up for lack of full recline throughout its entire fleet it has recently announced plans to install iPod connections and more importantly, it will be the first airline to offer passengers in-flight mobile phone use across its entire fleet. Whether this comes to be seen as an irritant for sleep-deprived customers or a blessing for modern business people is yet to be seen, but it will certainly attract the attention of many CEOs eager to do round the clock deals.

Vital statistics

Name: Lie-flat business class

Length of time in operation: Roll out currently underway

Fleet: With the addition to the fleet of nine new aircraft since March 2006, Emirates' current fleet size is 100 which comprises 29 Airbus A330-200s, 22 Boeing 777-300ERs, 12 Boeing 777-300s, nine Boeing 777-200s, ten Airbus 340-500s, eight A340-300s, one Airbus A310, and nine freighters including six Boeing 747Fs and three Airbus A310F

Fact: The new premium class will offer customers a complimentary chauffeur service, while the new seats will offer 600 on-demand entertainment channels from the airline's industry-leading Information, Communication, Entertainment (ICE) system on a large 19-inch screen

Verdict: The new beds will make a huge difference and bring Emirates in-line with its competitors. A more than necessary upgrade in an age where business customers are king

British Airways

The inventor of the flatbed is currently undergoing a major £100 million (AED 696 million) 18 month overhaul of its current Club World seats, and rightly so, said its CEO Willy Walsh at the recent launch of its new 5000-seat roll out across its 100 Boeing 747 and 777 plane fleet. He said that after six years the company thought it was "time for a change", listening to its business class passengers and introducing enhanced comfort and space, design and ergonomics, and technology, while maintaining a simple, calm atmosphere when sitting through a long haul flight.

Walsh has certainly lived up to his word with a 25-inch wider flatbed seat alongside a new ‘z' bed footrest position that extends to six foot six inches allowing the body to assume the ideal reclining position, perfect for watching the latest Hollywood blockbusters. The introduction of an electronically operated privacy screen, using an innovative opaque material, called ‘lumisty', replaces the current flimsy flap that separates you from your neighbour allowing you to feel alone and in complete privacy from everyone else on the flight.

A nice touch is the laptop locker, something many airlines are sure to copy. Tucked away at foot-level the cabinet allows you to stow away any electronic items, a small bag and shoes, while a standard 110v US style in-seat power socket is there should you wish to work on the plane. Then again if work is the last thing on your mind, BA has introduced an enhanced in-flight entertainment system that allows you to pause, stop, fast-forward or rewind up to 100 films and TV programmes, and play games on larger 10-inch digital screens. This is a much-needed addition with many airlines already using this technology and with larger screens, but welcome all the same. Lastly, if you don't feel like eating the in-flight meal and fancy sleeping instead, BA's new onboard Club Kitchen is a dedicated area where customers can enjoy hot and cold snacks whenever they want.

Vital statistics

Name: Club World

Roll out: 18 months. The first aircraft was launched in December

Fleet: The gigantic roll out will spread across the airline's fleet of 57 Boeing 747s and 43 Boeing 777s

Fact: Business class represents 20% of BA's capacity, while 2005 saw BA's premium class grow by 8%. BA flies more beds to more destinations than any other airline with 5000 Club World beds to 72 destinations

Verdict: From experiencing the demo seat, the space is wider and longer, easier and smoother to manoeuvre and reclines into a unique ‘z bed' shape, while the extra soft cushioning is a major improvement on the current rigid model as is the electronic privacy screen. Once installed this is sure to bring in extra custom

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