Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Alternative
Comfort
In-flight comfort is elevated for individuals in economy class.
3.1
Trend score
Trend
What is the Alternative Comfort trend?
Alternative Comfort: Air travel companies are accommodating the needs of individuals in economy class by offering in-flight comfort that is low in cost for the companies, but that enhances the perceived luxury of travel for the consumer. These enhancement initiatives aim to improve the public perception of economy class for consumers seeking affordable but elevated travel experiences.
Trend themes
Themes within the Alternative Comfort trend
Three behaviours holding the trend together01
In-Flight Comfort Enhancements
Air travel companies are improving economy class comfort to enhance the perceived luxury of travel for consumers seeking affordable but elevated travel experiences, creating opportunities for companies to offer innovative in-flight comfort solutions such as inflatable hammocks, in-flight mindfulness programs, and bunk beds.
02
Customer-Centric Airline Services
Airlines are providing customer-centric services to enhance convenience and comfort of air travel for passengers, such as free in-flight messaging and pre-selected airline meal options, opening up opportunities to create new services to better serve customer needs.
03
Technology-Based Air Travel Solutions
Technology-based solutions are being developed to solve common air travel problems, as seen in temperature-reporting apps that enable passengers to report uncomfortable temperatures in real-time, creating opportunities to develop new technologies for more comfortable air travel experiences.
Industry implications
What the Alternative Comfort trend means for industry
Where the trend changes the playbookFor
Air Transportation Industry
The air transportation industry provides a broad reference point for businesses to think about innovations and solutions that can improve passenger experience, such as developing new technologies for in-flight comfort and convenience.
For
Travel and Tourism Industry
The travel and tourism industry provides a broad reference point for businesses to create new affordable travel experiences with elevated comfort that cater to the evolving needs and expectations of consumers, using innovative travel solutions and services.
For
Hospitality Industry
The hospitality industry provides a broad reference point for businesses to create innovative solutions for customer comfort and convenience in air travel, such as pre-selected meal options that offer more menu choices and provide a more comfortable flying experience for passengers.
Workshop question
How could your brand attach more perceived value to its product/service?
Trend signals
Trend signals for Alternative Comfort
Trend score 3.1 out of 10, from popularity 46%, activity 38%, freshness 8%.
Popularity46%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alternative Comfort trend
6 featured examples from Jun 17, 2017 to Aug 20, 2018CategoryWorld
In-Flight Bunk Beds
Airbus Bunk Beds are Set to Change Comfort in Air Travel
The introduction of Airbus bunk beds and other comfort modules presents a unique opportunity for airlines to differentiate their services and win over customers who prioritize com…
CategoryWorld
Pre-Selected Airline Meal Options
American Airlines' Economy Passengers Can Customize Their Meals
Airlines can leverage the trend of pre-selected meal reservations to differentiate their services and enhance customer satisfaction.
CategoryLifestyle
In-Flight Mindfulness Programs
Cathay Pacific's Yoga and Meditation Program is Available to Fliers
Airlines can benefit from offering in-flight mindfulness programs as a way to differentiate themselves and attract wellness-oriented travelers.
CategoryWorld
Inflatable In-Flight Hammocks
'Fly Legs Up' Hammocks Make Long-Haul Coach Flights More Bearable
The travel industry can explore disruptive innovation by incorporating inflatable in-flight hammocks as a new seating option to enhance passenger comfort during long-haul flights.
CategoryWorld
In-Flight Temperature-Reporting Apps
2Hot2Cold Helps Passengers Report Uncomfortable Temperatures
The in-flight temperature-reporting app trend presents an opportunity for airlines to differentiate themselves by prioritizing customer comfort and safety.
CategoryTech
Free In-Flight Messaging
Delta Air Lines is Launching Free Messaging Services Beginning October 1
The aviation industry has the opportunity to leverage disruptive innovation by adopting technology like free in-flight messaging, biometric boarding passes, and facial recognition…
