"When you’re in bed, size does matter," was Sir Richard Branson’s cheeky description of the business class seats on V Australia, the newest addition to the Virgin Airlines hangars.
Things may not be so glorious for those squished into the tiny seats in economy class, but those at the pointy end of the plane are flying in style.
En route from Los Angeles to Sydney (or vice versa), V Australia business class passengers recline in the widest seats of any carrier flying this route.
When the desire to sleep kicks in, the crew members transform your seat into a fully horizontal 1.95-meter-long bed with a duvet, pillow, set of pajamas, and a Bulgari amenities kit.
In addition to the luxury seating, business class passengers enjoy a host of other inflight treats with a distinctly Aussie flavor.
Wearing complementary thongs, passengers who visit the bathroom can amuse themselves trying to locate hidden Australian icons such as koalas and kangaroos on the walls that are dressed with ‘Where’s Wally’-style wallpaper.
After shaking salt and pepper out of a miniature version of the Opera House onto their gourmet food and enjoying Australian wines, passengers can feast on more iconically Aussie fare including vegemite and lamingtons.
V Australia’s plane is the new Boeing B777-300ER and carries 360 passengers spread across three class configurations: economy, premium economy and 40 luxurious business class seats.
The business class cabin features an opulent gold colour scheme, an inflight bar, a females-only toilet and the roof twinkles with a night sky theme that features the Southern Cross from the Australian flag.
It’s not all bad news for those seated towards the rear of the plane, though. V Australia’s three-three-three seat planned economy cabin has a funky retro look with brightly colored seats, mood lighting, a self-service snack station, and the latest touchscreen entertainment systems offering hundreds of movies, CDs and games.
There is also a seat-to-seat chat function that allows you to drop an electronic note to a fellow passenger, so if you’re lucky, an invitation to join the Mile High Club may beep your way. Too bad your seat doesn’t transform into a horizontal bed.
Local Airline Amenities
Virgin Atlantic's V Australia Offers a Distinct Aussie Flavor
Trend Themes
1. Luxury Airline Amenities - Disruptive innovation opportunity: Develop unique and personalized amenities for business class passengers, such as themed wallpapers and local cuisine.
2. Enhanced Economy Class Experience - Disruptive innovation opportunity: Create a retro-inspired and interactive environment in economy class with mood lighting, self-service snack stations, and seat-to-seat chat function.
3. Widest Seats in the Sky - Disruptive innovation opportunity: Design and implement wider seats in economy class to provide more space and comfort for passengers.
Industry Implications
1. Airlines - Disruptive innovation opportunity: Introduce innovative seating configurations and amenities to provide a competitive edge.
2. Hospitality - Disruptive innovation opportunity: Collaborate with airlines to offer unique amenities, such as local cuisine, in-flight bars, and personalized touchpoints.
3. Entertainment - Disruptive innovation opportunity: Develop advanced touchscreen entertainment systems with a wide range of movies, CDs, and games for an enhanced in-flight entertainment experience.