This return to the front of the plane might be a boon for airlines, but it also raises several questions. Why has preference shifted to business class? Is it limited to the C-suite? Is it sustainable? What’s the business impact? A recent report by Corporate Traveller addressed these and more.

Strictly business?

As business travel is becoming more intentional and considered, it’s often only the higher tiers of the company travelling. This goes against early predictions, which expected C-level execs to remain in their offices while lower-level corporates would be flying. The shift brought along with it new expectations: business class tickets, which come with their own set of pros and cons. More room and comfort means travellers can be more productive during transit and arrive rested and refreshed. On the other hand, there are the obvious financial implications as well as sustainability concerns.

With the benefit of hindsight, the move to the front of the plane is not all that surprising. Execs tend to be the individuals with the most sway and decision-making power, and it follows that companies would stand to gain the most by putting them first.

Now that younger recruits are also taking back to the skies, the question remains whether the demand for business class tickets will remain as high as it is currently. “We expect the demand for business class will slightly diminish as more layers of the company are going back to travel,” says Bonnie Smith, GM Corporate Traveller. “However, important to note is that health and wellness have become a huge focus area for many companies. The effects of the pandemic and subsequent return to work revealed the many shortcomings in the system and have led both employees and companies to rethink their approach to wellbeing. Business travel presents a unique opportunity to offer employees health-centric benefits – premium-class bookings for longer flights, serviced apartments for extended stays, and various upgrades and perks. As such, we could just see more junior employees flying premium class and above for long-haul flights.”   

What about sustainability?

When it comes to sustainability, the onus is split between the airline and the traveller, and both have several ways to tackle the issue.

Airlines are taking a multifaceted approach which includes investing in more fuel-efficient aircraft and focusing on specific elements like optimising flight times and weight reduction. For travellers, it’s partly a balancing act influenced by several factors. And unfortunately, business class is taking its toll on the environment. The ICCT compiled a report analysing carbon dioxide emissions from commercial aviation from 2013, 2018 and 2019. The findings were eye-opening.

Passengers seated in business class are responsible for 2.6 to 4.3 times more emissions than if they fly in coach. The results are based on the floor space taken up by each passenger, along with weight considerations and other factors.

Dan Rutherford, the director of aviation and shipping-related research at the International Council on Clean Transportation, put it perfectly when he said: “If you turn right and go to economy class, it’s like you’re choosing a hybrid car. If you get on a plane and turn left into business class, it’s like choosing an SUV.”

Luckily, there are ways to offset your carbon footprint, even if you decide to travel in the front of the plane. “Today, TMCs are able to calculate your carbon footprint per leg, per flight. You can track your emissions against sustainability goals – and offset your impact through verified carbon offset projects. This is really important if you have frequent travellers – or travellers turning left on the plane,” says Smith. “Corporate travel is in a constant state of flux and that has a significant impact on decision-making. We’ve become experts in anticipating these changes and making quick adjustments to best serve our clients. By staying on top of the latest developments we’re able to offer real-time expertise that saves you time and money without compromising your needs.”

Is it worth it?

The ROI of business travel is not the same for every company, but when executed with consideration and precision it’s benefits can be exponential. Market dynamics drive airfares and until COVID has been eradicated they will remain unpredictable. But consider the financial implications of a new intentional client – or the loss of one. This is where your TMC comes in.

“Lean on your travel partner, and don’t be afraid to mix things up,” says Smith. “Your TMC will be able to use their own buying power to negotiate and secure special rates on your behalf wherever possible. Take their advice when it comes to booking ahead, booking out of peak times, or exploring new accommodation options.” 

Read the full SME Travel Trends for 2023 report here.

To begin their dining experience, passengers will now be presented with redesigned menu cards which will include a service timeline on all long-haul and ultra-long-haul flights, ensuring they can plan their journey without missing anything on offer. A pre-dinner drinks option will also now be available on flights of over five hours, with refreshments and cocktail snacks available prior to the main meal being served.

Food portions have increased by 25 per cent – 50 per cent, with a greater focus on the use of local, fresh and healthy ingredients that are in season. Meals will also feature individually-wrapped artisanal warm infused bread and an individual bottle of water. A wider selection of mid-flight movie snacks includes a tantalising array of cheese and crackers, chocolate bar, potato crisps and popcorn, with innovative flavours such as Himalayan Salted Caramel and French Butter and Pink Salt provided by gourmet popcorn brand 4700BC.

Quisine will be launched with a phased introduction across the airline’s network from April, beginning with flights to and from Brussels, Cardiff, Gothenburg, Moscow and St. Petersburg. 

Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “These latest on-board dining enhancements will undoubtedly provide our passengers with an even higher level of satisfaction and luxury. We have carefully crafted our new Economy Class experience to offer a proposition that ensures our passengers’ journeys are best in class.

“In addition to our products, which showcase a new retail style of tableware, we have also focused on the reduction of single use plastics with the introduction of more sustainable products. Working with local companies, in addition to esteemed suppliers such as Godiva Chocolatier and 4700BC Popcorn, ensures that we are offering our passengers a premium service in Economy Class.”

A multiple-award-winning airline, Qatar Airways was named ‘World’s Best Business Class’ by the 2018 World Airline Awards, managed by international air transport rating organisation Skytrax. It was also named ‘Best Business Class Seat’, ‘Best Airline in the Middle East’, and ‘World’s Best First Class Airline Lounge’.

Qatar Airways currently operates a modern fleet of more than 250 aircraft via its hub, Hamad International Airport (HIA) to more than 160 destinations worldwide. The airline will add a number of new destinations to its extensive route network in 2019, including Izmir, Turkey; Rabat, Morocco; Malta; Davao, Philippines; Lisbon, Portugal; Mogadishu, Somalia and Langkawi, Malaysia. 

Fouad Caunhye, Regional Manager, Emirates Southern Africa said, “Emirates’ decision to increase capacity is a clear indication of customer demand for our award-winning travel experience. We are committed to servicing Durban and offering our customers greater flexibility and travel choices during this busy season. The introduction of the First Class cabins will allow customers to fully experience our luxury offering and enjoy the high-standards we are known for.”

The additional flights on – Wednesday, Friday, Saturday and Sunday, will be operated by a Boeing 777-300ER aircraft in a three-class cabin configuration, offering eight seats in First Class, 42 in Business Class and 310 spacious seats in Economy Class. Emirates’ Boeing 777-300ER offers First Class passengers a private suite, seats that recline to a full-flat bed and a personal electrically-controlled mini-bar. Features also include touch screen Wireless Integrated Passenger Seat Controllers for Emirates’ In-flight Entertainment (ice) and seat functions, as well a 32”HD LCD screen. With electrically-operated privacy dividers, First Class suites offer passengers maximum exclusivity – even from an adjoining suite.

Passengers in every cabin class can access more than 4,000 channels of visual and audio entertainment on the airline’s award-winning ice system, featuring the latest movies, music, audio books and games, as well as family-friendly products and services for children, including complimentary toys, kids’ meals and movies, priority boarding for families and the use of free strollers at Dubai International Airport (DXB). Additionally, customers can look forward to the world-famous hospitality from Emirates’ multinational cabin crew while enjoying regional and international cuisine, as well as complimentary beverages. They will also enjoy the generous Emirates baggage allowance of up to 23kg in Economy Class, 32kg in Business Class and 32kg in First Class. The additional services also provide more opportunities for members of Skywards, the award-winning frequent flyer programme of Emirates airline, to earn Skywards Miles on their travel.

Emirates’ additional flights during the busy season will provide travellers with convenient onward connections to destinations across the airline’s global network including to popular cities such as Amsterdam, Auckland, Bangkok, Bangladesh, Beijing, Delhi, Geneva, Hong Kong, Istanbul, Karachi, Kuala Lumpur, Lisbon, London, Male, Moscow, Mumbai, Munich, New York, Paris, Seoul, Singapore, Sydney, Toronto, and Zurich.

From 14 June 2019 until 04 August 2019, B777 flight EK760 will depart Durban at 14:20hrs and arrive in Dubai at 00:40hrs, while the return B777 flight, EK 759 will leave Dubai at 03:20hrs, arriving in Durban at 09:45hrs.

Aircraft HB-JMH departed at 13:26 on flight LX 160 to Tokyo. HB-JMH is the first of SWISS’s five Airbus A340s to be given this nose-to-tail cabin refurbishment.

The aircraft are undergoing the work one after the other; and under current planning, all five A340s should be refurbished by summer of this year. 

The refurbishment programme entails developing and installing new First, Business and Economy Class seats, providing a new inflight entertainment system that also offers internet connectivity, installing new galleys and comprehensively modernizing the entire interior (including adopting a new lighting concept) in all three seating cabins.

The refurbishment delivers further passenger benefits, too, and raises the inflight comfort aboard SWISS’s Airbus A340s to that of its Boeing 777s. Next to Tokyo SWISS’s Airbus A340s are deployed on services to such destinations as Boston, Johannesburg, Shanghai and Tel Aviv. SWISS has five A340s in its long-haul fleet, together with 14 Airbus A330s and ten Boeing 777-300ERs. The SWISS long-haul network currently extends to 24 destinations.

The unveiling ceremony, which took place on Wednesday 6 March, the first day of the show, was attended by the Qatari Ambassador to Germany, His Excellency Sheikh Saoud Bin Abdulrahman Al Thani and the Mayor of Berlin, Mr. Michael Müller.

Qatar Airways’ new Economy Class experience features a seat with an innovative 19-degree recline system, additional legroom, dual trays, 13.3-inch 4 K widescreens and type ‘C’ fast charging USB port. The airline’s new in-flight dining experience ‘Quisine’, truly redefines Economy Class service, with all new retail-style tableware, a menu offering more choices, 25 per cent larger main courses, 20 per cent larger appetisers, and 50 per cent larger desserts.

The airline is especially pleased to be ‘going green with Quisine’, as the new Economy Class proposition sees a significant increase in rotable, recyclable and biodegradable products and reduction in single-use plastic. Economy Class passengers will also be able to enjoy improved connectivity, including up to 10 times faster broadband, as well as more than 4,000 entertainment options on Qatar Airways’ Oryx One in-flight entertainment system.

Qatar Airways stole the limelight on the opening day of ITB Berlin, the world’s largest international travel and tourism trade show, as the airline’s Group Chief Executive, His Excellency Mr. Akbar Al Baker, revealed the airline’s new Economy Class experience and announced seven upcoming additions to its rapidly-growing global network.

The unveiling ceremony, which took place on Wednesday 6 March, the first day of the show, was attended by the Qatari Ambassador to Germany, His Excellency Sheikh Saoud Bin Abdulrahman Al Thani and the Mayor of Berlin, Mr. Michael Müller.

Also present at the reveal were FC Bayern München stars Corentin Tolisso, French international and World Cup winner in 2018, and Lothar Matthäus, former German international who captained his nation to victory in the 1990 World Cup. Last year Qatar Airways signed a five-year partnership agreement with leading German football team FC Bayern München, making the airline the Official Airline Partner of FC Bayern München until June 2023.

Qatar Airways’ new Economy Class experience features a seat with an innovative 19-degree recline system, additional legroom, dual trays, 13.3-inch 4 K widescreens and type ‘C’ fast charging USB port. The airline’s new in-flight dining experience ‘Quisine’, truly redefines Economy Class service, with all new retail-style tableware, a menu offering more choices, 25 per cent larger main courses, 20 per cent larger appetisers, and 50 per cent larger desserts.

The airline is especially pleased to be ‘going green with Quisine’, as the new Economy Class proposition sees a significant increase in rotable, recyclable and biodegradable products and reduction in single-use plastic. Economy Class passengers will also be able to enjoy improved connectivity, including up to 10 times faster broadband, as well as more than 4,000 entertainment options on Qatar Airways’ Oryx One in-flight entertainment system.

At a press conference attended by nearly 200 members of the media, H.E. Mr. Al Baker also revealed an array of forthcoming global destinations the airline will launch in 2019, including Lisbon, Portugal; Malta; Rabat, Morocco; Langkawi, Malaysia; Davao, Philippines; Izmir, Turkey; and Mogadishu, Somalia.

Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “We are very pleased to reveal our new Economy Class experience here at ITB, proving that our commitment to providing the very finest experience extends to all of our passengers, not only those in Premium class. Our new Economy Class seat, with its redesigned recline system and additional leg room, will ensure that our passengers in Economy Class arrive at their destinations feeling rested and refreshed. We invite all visitors to ITB to visit our stand, so that they can experience this unique product for themselves.

“We are also tremendously excited to be adding seven new destinations to our rapidly expanding global route network later this year, and to be able to connect our passengers to anywhere in the world they wish to go.”

At ITB 2017, Qatar Airways launched its revolutionary Business Class seat, Qsuite, which features the world’s first-ever double bed in Business Class. Qsuite takes cabin innovation to a whole new level with its quad configuration, providing passengers even more choice, privacy and personalisation in their travel experience. Since its launch, Qsuite has won a host of awards, including the prestigious Skytrax awards in 2018 for ‘World’s Best Business Class’ and ‘Best Business Class Seat’.

At a press conference attended by nearly 200 members of the media, H.E. Mr. Al Baker also revealed an array of forthcoming global destinations the airline will launch in 2019, including Lisbon, Portugal; Malta; Rabat, Morocco; Langkawi, Malaysia; Davao, Philippines; Izmir, Turkey; and Mogadishu, Somalia.

Conference delegates and visitors to ITB 2019 are invited to the airline’s stand to see for themselves the innovative technology and design that Qatar Airways has brought to its enhanced Economy Class product. There will be an opportunity for visitors to interact with the airline’s latest products and to experience Qatar Airways’ world-renowned five-star hospitality.

At ITB 2017, Qatar Airways launched its revolutionary Business Class seat, Qsuite, which features the world’s first-ever double bed in Business Class. Qsuite takes cabin innovation to a whole new level with its quad configuration, providing passengers even more choice, privacy and personalisation in their travel experience. Since its launch, Qsuite has won a host of awards, including the prestigious Skytrax awards in 2018 for ‘World’s Best Business Class’ and ‘Best Business Class Seat’.

ITB Berlin 2019 will showcase a range of travel exhibitors from more than 180 countries and five continents, providing more than 160,000 visitors with the latest information on new products, services and facilities in the tourism industry. Qatar Airways welcomes all guests to ITB to visit its exhibition pavilion in Hall 2.2, stand 207 and 208 from 6-10 March.

By December 2018, Etihad Airways will have retrofitted its 10 Airbus A380s with Economy Space seats, which feature an increased seat pitch of up to 36 inches. The redesign increases the number of extra legroom seats in Economy from 20 to 80 on this aircraft type.

In response to the popularity and demand for extra legroom seats, we have reconfigured our Economy cabin to allow travellers to enhance their overall travel experience.”

In addition to modifying its A380s, Etihad Airways will have also added additional Economy Space seats to 12 Boeing 777s and 21 Boeing 787 Dreamliners by the end of 2019, increasing the total number of extra legroom seats by 560 per cent.

Families with small children, elderly travellers and those requiring wheelchair assistance can now purchase and benefit from the extra available room available in Economy Space.

Economy Space complements Etihad Airways’ existing ancillary products to provide customers with greater opportunities to personalise their journey, including the Neighbour-free seating option in Economy and a range of ‘buy-on-board’ products.

Irrespective of which seating option is selected, customers will continue to receive the Etihad’s complimentary core dining service and inflight entertainment.

Nearly 70 guests, including the Spanish Ambassador to South Africa, representatives of O.R. Tambo International Airport, the South African department of Tourism, travel agencies, corporate customers and media, attended the event and were able to visit the aircraft.

Celia Muñoz, Iberia’s head of Sales in EMEA and Asia, said: “Johannesburg is a long-standing destination linked to Iberia’s history and now one of our aircraft carries proudly its name wherever it flies to with the aim to promote the city as a tourist and business destination”.

“As Airport Management, we are excited to celebrate together with Iberia Airlines its maiden flight to this airport, in its newest aircraft which is the A330-200, aptly named ‘Johannesburgo’,” commented Ms Bongiwe Pityi, General Manager, O.R. Tambo International Airport.

“As the largest and busiest airport in Africa, we are very proud that we are one of twelve (12) hand-picked routes globally which will be operated and serviced by this new aircraft. Statistics show that over the past 12 months, from May 2017 to May 2018, Iberia Airlines has seen a 7.69% year-on-year increase in air traffic movements as well as an 8% year-on-year increase in departing passengers.

As part of our ongoing relationship, our ambition is to partner with Iberia Airlines so they continue to achieve consistent and sustainable growth which will stimulate our regional economy leading to job creation.”

More efficient aircraft

The aircraft “Johannesburgo”, with the registration no. EC-MUD, is the 12th A330-200 received by the Spanish airline and is currently flying to cities in Latin America (Havana, Medellin, Rio de Janeiro or Santo Domingo), the United States (Los Angeles and San Francisco), as well as to Johannesburg and Asia (Shanghai and Tokyo).

The A330-200 is a twin-engine aircraft, more fuel efficient, and of the MTOW 242Tn type, which give it a range of 11,500 km. and a maximum take-off weight of up to 242 tonnes.

Since 2011, Iberia has ordered 56 new aircraft, including eight A330-300, 12 A330-200, 16 A350-900 and 20 A320Neo. The airline has also refurbished its 17 A340-600s with new cabins.

Improved customer experience

The “Johannesburgo” has 19 seats in Business and 269 in Economy class. On board, Iberia customers can enjoy the new long-haul cabins. Seats that unfold into 2m-long beds, all with direct access to the aisle, and a 15.4” touch screen are the main features of the Business class, while Economy seats are 46 cm wide and have individual 9” screens, as well as an adjustable headrest.

Passengers in both Business and Economy cabins can enjoy an extensive entertainment programme with some 70 new films every month, in different languages, 111 television series and documentaries, nearly 800 audio options, and 18 video games. There is a special entertainment channel for children. Wi-Fi, offered in both classes, uses the KU band, allowing a greater download speed.

Iberia resumed its operations from Johannesburg in August 2016 with three non-stop flights a week to Madrid. Since then, it has offered nearly 169,000 seats and the number of passengers carried has positively developed. Though most passengers fly point to point between Johannesburg and Madrid, Lisbon, Barcelona, Porto, Dusseldorf, London and Cape Town are the main connecting destinations feeding this route.

According to the airline, the campaign is one of the most innovative in the its history as it aims to question familiar ways of thinking and habits, while demonstrating how enriching it is to discover the world.

As part of the campaign, Lufthansa is launching a #SayYesToTheWorld raffle, where contestants can register to win flight tickets to destinations operated by Lufthansa. Anyone can enter to win by visiting https://yestotheworld.com/global/en choosing a location they would like to experience from the virtual globe, then selecting “Yes!”

The first place winner will receive two Business Class round trip tickets for an intercontinental destination. The second place winner will receive two round trip tickets for an intercontinental destination in Economy Class. The third and the fourth place winners will be selected for two round trip tickets each, to a continental destination in Economy Class. The contest will be valid until 15 April 2018 and winners will be selected in May 2018.

With #SayYesToTheWorld Lufthansa encourages people to open-up to the world by asking them questions that create more awareness and allow them to see a journey as a source of inspiration. As part of the cross-media campaign, Lufthansa installed aircraft seats at public locations in Munich, Shanghai and New York, and asked people walking by to sit in the seats and answer the question “Why do you love the world?” The campaign does not include statement but rather open questions that can be answered based on personal and unique experiences.

The campaign was launched as part of the recent brand refresh, including a new aircraft livery, which was revealed on the occasion of the 100th anniversary of the Lufthansa logo, the crane. The agencies involved in the development and implementation of the campaign were: Kolle Rebbe, for the creative concept, DDB for the digital part and Mindshare for the media planning.

Recognising that one size doesn’t fit all, from the airline’s spring 2018 operating season, Virgin Atlantic will introduce ‘Economy Delight, ‘Economy Classic’ and ‘Economy Light’ tickets. The three new ways to fly will allow customers to choose the product that suits their budget and travel style – but never compromise on inclusive food and drink, unrivalled service, and inflight entertainment.

Economy Delight will offer the leading economy product of any UK airline – customers will enjoy a seat with 34 inch legroom, priority check in and boarding as well as advanced seat assignment. Economy Classic will now offer free seat assignment – providing extra reassurance for families and groups that they can sit together. The new Economy Light ticket will always offer Virgin Atlantic’s lowest fare – making long haul travel affordable and accessible for millennials, and customers jetting off on city breaks.

The three new ways to travel are part of a wider investment in Virgin Atlantic’s Economy cabin – delivering innovations on the ground, and in the air:

Investing in additional Economy Delight seats: At a time when most airlines are packing seats onto planes, Virgin Atlantic is investing in extra leg room. The airline is retrofitting its fleet to provide up to 36 Economy Delight seats on every flight – offering customers an even comfier journey with spacious 34 inch legroom.

Serving up the best Economy meals in the sky: All customers travelling in Economy will continue to enjoy a three course meal plus complimentary drinks and snacks – with a focus on supporting independent suppliers such as UK based Fairfield Farm Crisps, and the Grown Up Chocolate Company.

More personalised service at the airport: For the first time Virgin Atlantic is introducing automated bag drop at London airports, freeing up employees to provide a more personalised service where customers need it most. Four kiosks will open at London Gatwick this summer, followed by a further 18 kiosks at London Heathrow from winter 2018.

Keeping our customers connected: Every single seat in Economy now offers a personal USB charging point, and every route offers access to high speed Wi-Fi to help customers work and play on the go.

New aircraft: 12 new Airbus A350-1000 aircraft will join the fleet from spring 2019 – offering unrivalled levels of comfort and reliability for customers, and a brand new Economy cabin designed with Virgin Atlantic’s customers in mind.

Virgin scent: Virgin Atlantic has partnered with leading British candle maker Rachel Vosper to create a new scent called “Air.” Designed to evoke wellbeing and inspire future travel it will be available across check in, the gate and upon boarding the aircraft.

Virgin Atlantic and Delta offer the leading transatlantic partnership, and the new Economy products will offer a seamless experience for customers travelling with the airlines. Economy Delight, Economy Classic and Economy Light will complement Delta’s Comfort +, Main Cabin and Basic Economy products – always offering a three course meal, Wi-Fi, hundreds of hours of inflight entertainment and excellent service regardless of the ticket type.

In a nutshell: