How CX Business Class should have been designed

[Harbour Dweller]

Singapore Airlines A330 Sets New Standard For Regional & Medium-Haul Business Class Travel

21 January 2009


Singapore Airlines is unveiling its latest Business Class experience, designed specially for customers travelling on regional and medium-haul routes. It will initially be available on the new Airbus A330-300 aircraft, the first of which was delivered today.

Featured is a brand new incline lie-flat Business Class seat, offering enhanced levels of comfort, privacy and functionality, the newest KrisWorld inflight entertainment system boasting more than 1000 on-demand options, as well as other latest cabin products.

The A330-300 aircraft will replace the B777-200 on medium haul routes to Australian and Japanese cities, progressively from March 2009. The new seats will offer an enhanced product offering to customers on these routes.

Said Singapore Airlines’ Executive Vice-President Operations and Services, Mr Mak Swee Wah, “The delivery of these new aircraft provides us the opportunity to enhance our product offering for customers on regional and medium haul routes. This reaffirms our commitment to constant innovation of the products and services we offer to customers, tailored around their needs on particular flights.”

Mr Mak said the new Business Class product on the A330s is geared toward the needs of travellers on regional and medium haul routes, complementing the award-winning and highly popular long-haul Business Class seat, fitted on the Singapore Airlines A380, A340-500 and B777-300ER fleets.

The new seat will also be progressively retrofitted onto other existing medium-haul aircraft, as part of the Airline’s ongoing product enhancement efforts.

Developed by Weber Aircraft LP, the Singapore Airlines regional and medium-haul Business Class seats are arranged in a forward-facing, six-abreast (2-2-2) configuration.


Enhanced comfort and privacy:

• Featuring leather seats, in a soothing and contemporary colour scheme, similar to that on the Singapore Airlines A380, A345 and B777-300ER aircraft, the new Business Class for regional and medium-haul routes exudes class and sophistication, the hallmark of Singapore Airlines luxury.
• The incline lie-flat seat (with a gentle 8-degree incline inflight) also features an advanced control panel that allows customers to personalise their seating preference or select from the various seat-preset options to get into a comfortable sitting, resting or sleeping position with ease.
• The seat also features a six-way adjustable headrest and lumbar support, providing the customer a more comfortable rest and maximum ergonomic support.
• Every seat has a fixed back shell that offers enhanced privacy. For even greater privacy, customers may also use the discrete personal screens between seats.

More stowage areas:

Stowage areas have also been thoughtfully created and designed to accommodate customers’ personal items within easy reach including:

• Laptop and portable media devices stowage areas
• Water bottle stowage areas
• Deep recessed cup holders
• Stowage areas for other personal items such as glasses and reading materials.
• Coat hook

Inflight Entertainment System and Staying Connected:

• Customers can enjoy the latest KrisWorld, Singapore Airlines’ award-winning inflight entertainment system on a large 39cm (15.4 inch) screen on the Airline’s new A330 aircraft. This feature is currently available on the Singapore Airlines Business Class on its B777-300ER, A380 and A340-500 aircraft.
• Phitek’s ANR® anti-noise headsets provide crystal clear sound as customers enjoy the latest blockbusters and popular TV programmes.
• A Business Panel located conveniently at the side of the seat also includes two USB ports, enabling customers to listen to their own music, view their photos or read their PDF files. There is also an audio-video input, which enables them to plug in their portable media players to watch their favourite videos via the inflight entertainment system.
• The iPod port also enables customers to use their iPod or iPhone to listen to music or watch their videos via the 39cm IFE screen. Singapore Airlines is the first airline in the world to offer iPod and iPhone connectivity, currently on board its A340-500 all-Business Class aircraft, and now on the A330-300 fleet.
• In-seat 110V laptop power supply is available for customers who would like to work on board.

The Finer Touches:

• The relaxed and contemporary setting in Business Class is also enhanced with soft finishing, serviceware and amenities designed by world-famous French fashion house, Givenchy, and which are currently available on Singapore Airlines’ B777-300ER, A380 and A345 aircraft.

[moosp]

<The incline lie-flat seat (with a gentle 8-degree incline inflight)>

Ummm wasn't that why we called the last one the "Wedgie seat"?

If you want to sleep properly it has to be horizontal. Herringbone with push down dividers is the way to go, but take out a couple of seats in each cabin to allow elbow room.

Hey its only money and revenue...

[ACMS]

I was going to say they have reduced the number of seats by replacing the 777-200's to OZ but after checking seat guru the 777-200's and A330 both have about 285 seats in the SQ config.

But surely the cargo carrying on the A330 with a full Pax load must be less than the 777?

[ReverseFlight]

Just got off flying business class a long haul A333 flight with CX. I have experienced this (horizontal) herringbone configuration a few times now but still not used to it.

I find the cubicles somewhat claustrophobic and lacking in elbow room. The twist-to-view screen is cumbersome and mine was literally falling off the hinges - a real maintenance nightmare, IMHO.

[the reo]

Doesn't the 8 degree account for the fact that most types are 3-4 deg nose up in the cruise.
Where as a true flat bed actually ends up head down by a couple of degrees

I still can't understand how the herringbone is space efficient. In the 2 class CX A330 they have lost approx 50 seats by introducing the new config. ???????????

[cxhk]

That's because the new J is not design for the narrower Airbus cabin. it is design for the Jumbo and 777, hence you see a big seat loss on the Airbus. If you look at the Jumbo, you will notice that the new layout only has a total of 4 seat loss and 3 of them is in first class and only 1 in J class, with EY stay the same amount of seats. (I pick Jumbo as a comparison because you can not compare the regional 777 to the 77W)

[Arfur Dent]

What would irritate me as a biz travel pax is that there are not 4 styles of ticket prices!
Aren't we supposed to be looking after this precious resource in order to keep them flying with us?
Somehow they keep coming back - only knowing what 'product' they will be offered when they get to the actual airframe on the day. Could be the brand new coffin class or a 14 year old design that doesn't even go flat and was a mistake all those years ago - let alone now!
It's not just that CX won't spend the money, they don't do much research and certainly have never asked their own staff. Have you ever been asked for an opinion in the early days of a config/design change??
Maybe this time the arrogance will be exposed. There again, it would be difficult to quantify why the public voted with their feet.

[ACMS]

I don't mean to defend CX and the seats on our regional 777's but lets compare apples with apples shall we.

ok, according to "seat guru"

SQ's regional 777-200 and 300 have "standard recliner seat" 50" pitch 20" width

CX regional 777-200 and 300 have a "standard recliner seat" 45" pitch 20"width

So bag the 777's old seats as much as you like but it's basically the same seat as SQ in the REGION.

SQ do have 777's with lie flat beds but they mostly use them on long haul routes.

The seats on the old 777's are better than the newer regional version anyway. ( HNM HNN HNO HNP HNQ have the newer seats ) as they have more legroom. I had lunch in J class in 2 of our 772's during transit this very week and they are NOT tatty at all.

Who needs a lie flat bed for 1 to 4 hour flights anyway?

The only difference may be the entertainment system, SQ may have a better choice of video on their regional 777?

[SMOC]

A good thing about SQ is the fact the in-flight entertainment is up an running as soon as you get on board, a KA mate said it was great, finished his first movie just after top of climb doesn't even remember the takeoff. Plus said they don't have the thousand PA interruptions crapping on.

[Penske]

What!! No exercise video??

[DDDOF]

PX'd recently on one of our 400's on a ULH, with the old J class.
I could overhear lots of comments from the paying pax, that weren't happy with the seats. Can't say I blame them. Say what you want about the new J class but once you've had lie flat on ULH you don't ever want to go back to those old ones. Also noticed a sig difference in the IFE, seems to be lots more on the new system. After reading in the weekly blah blah about SIN offering 20% discount on J from HKG to the US. Would you spend the money on CX and take your chances to get an old out dated J Class?

[Fac6]

ACMS

I agree to some degree with 400 Jockey. There are so many different styles of J Class seats. How can Cathay promote their product?

Weren't the 300's taken off the HKG - BOM - DXB routes due to the substandard J seats and no C class?

Still love the Tripler though

[ACMS]

Yes the 777 was taken off because of the "regional" seats fitted. They wanted a Long Haul style seat to compete with Jet Airways.

Looking at seat guru there is a real mixed bag of seat styles Airlines offer around Asia, some lie flat others reclining only.

Very complicated.

Airline Seating Charts, Best Airplane Seats - SeatGuru

[cxhk]

It's not just that CX won't spend the money, they don't do much research and certainly have never asked their own staff. Have you ever been asked for an opinion in the early days of a config/design change??

Well said... and when they do pretend to ask staff to give feedback, the feedback are often ignored (just look at our new products and some of our disimal outport hotels). CX management have the product road show to introduce the new product to the staff and ask staff for feedback. I recall many staff complain about about new J class being a coffin class and yet CX management has done nothing. Not a damn thing and insist of pushing this product into the market. What a bunch of arrogant retards. I honestly hope that they learn their lesson this time and that they will do better research for their new products.

Also, if I am the management, I will fired / cancel all of the contract with their existing research firm. Clearly they do not know what they are doing. Also the seat design firm, they should be fired as well. Whoever come up with the new J-class clearly did not do much research on human ergonomics.

[Eyes only]

Design Q - VAA Upper Class Suite

[CokeZero]

If I'm paying for Business Class with an airline I would like to be least able to look out the window for take-off and landing. I'm paying the money - show me where I'm going!!!! How come Economy and First can look out and see where they're going?

Business Class was supposed to be about people doing business on flights, I can't do that anymore with Cathay's dividers between seats?????

Can't even talk to my wife/partner.

Lie flat beds are great but Cathay didn't think about the layout very well. Yes Singapore is kicking Cathay's Arse. Even Easy Jet is kicking Cathay's arse.

As Cathay's advert goes - It's the Little Things That Matter. Someone in management should actually listen to their own hype!

[SMOC]

... and when they do pretend to ask staff to give feedback

I went to look at the seats when they were on display in CXcity, the feedback book was filled with comments like,

"Congratulation CX on your new product, well done"

It was absolute crap, when myself and another pilot wrote a complaint regarding some of the trim, the chicks eyes almost popped out of her head.

I explained the is a comment book is for issues that need to be fixed, not to blow sunshine up your you know what.

PS. they never fixed what we recommended.

[denabol]

CX blew it

I've only flown in the new CX product once. Nearly had a claustrophobic panic attack. Couldn't see out a window. Couldn't get room to spread out my arms or lay on my back. Stuck in a narrow little trough with high walls, and served by excellent cabin crew who seemed embarrassed by the screw up. And I felt the same way on the NZ product in a 777-200ER. My feet kept getting bumped even through the foot of the doorless toilet-like cubicle by the force of trolleys slamming into the outside wall.

I find it hard to believe CX could screw up so badly. Compared to SQ's new long haul product they have reconfigured themselves in to oblivion.

It needs fixing, real soon.

[Happydays]

I think the CX Business Class seat is 10 times better. The SQ seat on the photo is not designed for tall people; the same goes for the old CX Business class seats. What I hate on the Singapore seats it that you have to lean over the other guy to put your pillow in the little box on his side. Even with the seat flat, with the 8degrees up, you still need to sleep on your side if you are taller than 1.8meters. It’s terrible. I prefer being in a box that I can sleep in.

[FairlieFlyer]

Jet airways is also now a preferred airline to CX - superb product and superb food

I'm also reverting nowadays back to Star Alliance on NZ & SIN (and 9W) - the great CX cabin crew standards are also slipping too much to make me stay, irrespective of poor seat design (as much as I hate to admit)

Have to say my initial move away from CX was also due to a petty 60 miles refused to credit me 2 years ago to keep me Gold ...funny how treating your customers rudely can be so counterproductive in the long run