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

jonathan.norris@ink-global.com +44 7703 679 671

@APEXjon | http://blog.apex.aero