Asian Passengers Shaping Long Haul Economy Air Travel

Airbus today published a new research report about the comfort demands of Asian
economy class passengers. 'The Future of Comfort: Asia' conducted by global future
consultancy Future Laboratory, reveals new insights into the evolving demands of
tomorrow's increasingly influential Asian air passengers.

Airbus forecasts that by 2032 the Asia region will account for 45% of global
passengers; this will make them the dominant flyers of the 21st century shaping the future
economy class experience.

The research reveals two emerging typologies of Asian travellers who, due to the rise
of social media and shared global online experiences, have an increased knowledge of
flying and will demand an enhanced level of comfort:

- New emerging affluent travellers are first time careers, aged between 18
and 34, highly knowledgeable and wowed by services and add-ons.
- High income frequent travellers are more experienced flyers, in the middle of
their career and focus on personal time and comfort in the strictest sense, with seat
width playing a key factor in their perception of comfort.

Whilst their comfort expectations vary slightly, there is a clear commonality on the
importance they place on a number of factors:

- Sleep, wellbeing and relaxation lead to higher productivity. This is of
particular relevance in Asia, where emerging markets are opening up business
opportunities and 70% of travellers in economy class are flying for business in Asia
(highest percentage globally). Asian passengers believe that the chance to rest on a
flight unlocks higher levels of productivity, as opposed to the western view of seeing
this time as a chance to catch-up on work. A productive flight is seen by the Asian
flyer as one where they can relax (78%), sleep (58%) and then work (56%) - in that
order.
- Asians would pay more money for more seat space as it symbolises improved
comfort and brings more relaxation. The majority of Asian consumers (58%) believe that
the seat itself is the top factor affecting their sense of comfort when flying. 60%
believe that wider seats are the top requirement for 'improved standards of comfort'
and 42% would pay more for increased seat width. Wider seats improve views of on-board
productivity (53%) followed by more legroom (48%), adjustable seating (43%), quiet
zones (42%), and increased arm room (37%)
- Service levels motivate Asian economy class passengers to book a flight with a
particular airline brand. Better cabin service is the top factor influencing future
booking decisions.

The report also identified three future macro trends for comfort demanded by the Asian
market:

- The Always on Cabin - Wifi enabled cabins with telephone and conference
calling facilities will be seen as a pre-requisite to the large volumes of Asian
business passenger travelling to unlock business opportunities in a world of 24/7
access.
- 3D technology - having already made its mark in entertainment and retail, 3D
is expected to be offering more immersive film and shopping experience on board.
Airbus is future proofing aircraft currently in production with the integration of
fourth generation in-flight entertainment (IFE) systems including 3D TV.
- Energizing Cabin - Asian Flyers agree that greater in-flight wellbeing allows
passengers to relax and unwind, which are seen as key to productivity. Air Quality,
cabin quietness, mood lighting and seat space are areas where Airbus is leading to
promote heightened passenger wellbeing.

Kevin Keniston, Airbus' Head of Passenger Comfort, comments: "The voice of the Asian
passenger is fast becoming the dominant voice in the aviation industry and will dictate
the future of flight. This new research clearly shows that comfort is paramount to
satisfying the needs of long haul travel for the Asian population now and in the future.
Airbus offers airlines the ability to respond to these market demands now. Our unique
aircraft designs deliver comfort without compromise; the ability to offer passengers high
levels of comfort whilst simultaneously delivering the most fuel efficient economics to
airlines."

Martin Raymond, co-founder of The Future Laboratory, comments: "Our report reveals
rich insights into the needs of passengers across eight key Asian markets, and the unique
cultural and behavioural drivers around the notion of comfort. It is clear that the
emerging typologies of Asian travellers place comfort at the heart of their purchase
decisions."