Is premium leisure travel here to stay?
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Is premium leisure travel here to stay?

Ai Editorial

15th September, 2022

It doesn’t come across as a surprise when one hears about a “luxury leisure flyer” or business class cabins being filled by travellers who “don’t look like business travellers”. Or even reading about a second tier of business class seats on the same plane or one opting for a beach holiday while working remotely.

This year there have been many novel descriptions of travellers or what is happening in airplanes.

Airlines have been trying to reconfigure their product or experiment new concepts. From airplane seat design to tech features to reworking on allocation of seats for a cabin and so on, all of this is in progress. Considering how much time designing and execution in this industry takes place, are we gearing up for a new era?

Airlines have been forced to re-evaluate the economics of their operations. A major point of consideration has been – subdued high-yielding business demand. So, considering the rising popularity of “bleisure”, isn’t it time to completely overhaul the rules of the game?  Is premium economy going to be the biggest focus from now on?

Questioning the “basics”

It is time the industry even questioned the viability of business class or does word “economy” in premium economy make sense, as discussed by Gavin Eccles and Jeremy Clark during a webinar by Ai Events this week. Oliver Ranson spoke about the significance of the premium economy and its revenue generation in terms of space it takes in the aircraft, the way airlines and aircraft OEMs work in this industry and so on.

Watch the recording of this webinar here: https://lnkd.in/eqC7CWfV

Airlines have innate challenges that they struggle to overcome. But is it time they act in a nimble way to ascertain the future of travel, especially in the context of the intent of the traveller or the sort of trips being undertaken? What can be done to be better prepared for bleisure trips?

From loyalty perspective, Tom Madden referred to the significance of dwelling on data. If a part of a trip is related to attending a conference and the other one to leisure travel, how to come up with relevant offerings for such trips? He said a lot can be done by counting on predictive modelling or propensity modelling.

By Ritesh Gupta, Ai Events

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