Read this blog entry first.

This press release from Virgin America came out this morning:

http://biz.yahoo.com/prnews/080728/clm051.html?.v=101

It says:

SAN FRANCISCO, July 28 /PRNewswire/ — Virgin America, the California-based airline that is on a mission to make flying good again, today announced that guests now have a new option called “Main Cabin Select” (MCS), in addition to First Class and Main Cabin service currently available on every Virgin America flight. The new service is taking Main Cabin to the next level by offering guests the greatest available legroom within the existing Main Cabin configuration, at 38-inches of seat pitch in the exit row and in the bulkhead, as well as a host of perks that every traveler loves.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080123/LAW179LOGO-b )

“Our guests expect an upscale experience for less and they’ve been very enthusiastic about features like our on-demand menu and in-flight entertainment platform. We’ve responded by offering a new service option that combines many popular elements of our Main Cabin experience with the other premium services all travelers want,” said Virgin America President and CEO David Cush.

Main Cabin Select service will offer:

— Complimentary food, cocktails, and beverages from the full in-flight menu, via the airline’s unique touch-screen food ordering system

— All-access pass to the Red In-flight Entertainment(TM) system’s countless on-demand entertainment options, including premium TV and films (currently live TV, videogames, Google Maps, MP3s and music videos are complimentary for every class of service)

— 38-inches of seat pitch
  — A dedicated overhead bin space for luggage

In addition to special features in the air, MCS also offers guests premium services before leaving the ground:

— Priority check-in at airports
  — Priority security screening
  — Priority aircraft boarding

“MCS is for the business or leisure traveler who wants a more streamlined boarding process, a spacious, custom-designed leather seat, an unlimited all-access pass to the most extensive in-flight entertainment library in the skies, and the ability to order cocktails, food and snacks right from their seatback video touch-screen or remote control,” added Cush. “In short, this is for the traveler who wants an upscale experience for far less than what they would pay for business class on someone else.”

Virgin America’s premium entertainment options includes a 25-film library with latest releases like “Ironman,” “Hancock,” and “Smart People,” as well as premium TV like Showtime’s “The Tudors” and NBC Universal’s “The Office.”

MCS will be available for purchase starting Sept. 15, 2008, for flights from mid-October 2008 on.

Virgin America’s brand new planes offer guests mood lighting, custom-designed leather seats and the Red In-flight Entertainment(TM) system which allows guests to control their on-board travel experience. Guests can order food, watch one of 25 movies, satellite TV, play a videogame, create a personal play list from over 3,000 MP3 music tracks onboard or instant message with other guests – all from a 9-inch video touch-screen and qwerty keyboard/remote control at every seat.

 

While I have other issues with Virgin America and their business model, it’s interesting that this came out at the time it did.

One other item of note: David Cush, Virgin America’s CEO, used to work for American Airlines as CFO until recently.

Filed under: Airline Seating by ajax
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Not first class.  Not really.  To misquote the movie Jerry McGuire, today’s first class is really a whole different lifestyle, not just a more comfortable seat.

It’s a whole different show in coach, however.  Just for kicks, I looked up the seat pitch on a Braniff 727 for coach in the 70’s.  Today’s seat pitch on a legacy carrier is about 32″ with an inch variance.  For a 6’2″, 260lbs man, like myself, that means a pretty uncomfortable ride.  Braniff’s seat pitch was 38″.  (in the future, I’ll provide some cites for such information but I looked that up 3 or 4 months ago and I can’t remember where I found it now.) That missing 6″ drives me crazy. 

The truth is, a 32″ seat pitch makes sense economically.  The average flight sector here in the US is less than 2 hours (Why do I always seem to be on 3+ hour flights?) and 32″ is plenty tolerable for 99% of us for the price and time spent in the seat.  There are even some airlines who are adopting better seats for once.  Not harder, thinner, flatter seats.  Seats that are a bit more ergonomic, better contoured and, best of all, designed in a way that a 32″ seat pitch offers just a touch more space.  Airtran’s Recaro seats on their Boeing 737-700 fleet are a great example of this. 

For a time, American Airlines *increased* their seat pitch from 1 to 2 inches in the late 90’s / early 00’s.  (Later reduced again post September 11, 2001 to provide a greater potential load density) I’d rate that current Airtran seat the equivalent and that means a lot coming from me.  I should also mention that Airtran offers affordable upgrades to their Business Class product priced about $40 to $80 per segment and I’ve found them quite easy to get even at the gate.

Delta is about to install a new seating product from Thompson that is a kind of herringone pattern that offers greater legroom, an armrest for both arms and even greater privacy.  Still more surprising is that this new seating configuration actually allows them to *increase* the seat count on an airplane.  Look for this in their international 767 airplanes first although I suspect favorable customer acceptance will cause it to show up on other airplanes in the future too.

I think that one day we’ll see  a greater number of choices for seating on many airlines.  It’s already starting now to some degree.  Airlines such as United Airlines and Jet Blue and US Airways have started selling seat locations that have greater seat pitch and/or favorable location(s) for slightly more premium prices.  United Airlines offers Economy Plus with greater seat pitch as a sub-section of their coach cabin and having tried it I’d say it was worth the extra $30 / segment I paid.  US Airways is selling location on existing configurations such as exit aisle seats, bulkhead seats and aisle seats all for a slight increase in price.   Jet Blue has been reconfiguring their aircraft to offer a choice in seat pitch at varying prices. 

Jet Blue’s model is where I expect the majority of legacy airlines will go.  Over time, new seating products such as Delta’s (described above) combined with varying seat pitches will allow the airlines to price discriminate among their customer and generally *increase* their revenue without necessarily a loss in total passenger capacity. 

30 years ago, the model was to price discriminate on the basis of flight convenience.  A passenger who bought far in advance paid less than an impulse buyer.  Then airlines such as American Airlines realized that an unfilled seat was lost revenue and began offering unfilled seats at prices that includes restrictions on flight times and days (convenience). 

Next we’ll see far greater choice in our prices based upon seat pitch, location, service, advanced purchase, travel dates and times and even based upon how much luggage you want to carry (already happening.)  My prediction is that seat choice will be the prime discriminator.  Today’s passenger most wants a decent seat and a flight that takes off and arrives on time.  The airline that provides that wins.

Filed under: Airline Seating by ajax
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