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Some start-ups are taking on one of air travel’s last undisrupted bastions — the economy-class cabin. While first and business class travellers have long enjoyed comfort upgrades, there’s been less attention to innovation at the rear of the plane.
“We want to make travel memorable and comfortable for all of us, not just the top one per cent,” Alireza Yaghoubi, founder of Singapore-based AirGo, told a recent start-up conference to pitch his superlight economy-class seat.
He’s not alone. Half a dozen firms are pitching something similar, wanting to make seats more comfortable, improve cabin lighting, make it easier to use and charge mobile devices on flights, and even upgrade the humble food trolley.
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They are trying to penetrate an industry eyeing significant growth on the back of strong jetliner demand, illustrated by this week’s $6.4-billion deal for Rockwell Collins to take over B/E Aerospace, an interiors manufacturer.
Persuading the airline industry to upgrade, however, is a tough ask. In a fiercely competitive market and with single-digit margins, carriers have gone as far as they can with economy-class innovation, says Anthony Harcup of Acumen, a UK design house that works with planemakers and airlines.
“Right now, we’ve designed ourselves into a corner with the current economy format,” he says. “It’s about as tight and tiny as you’re going to get it. So something has to give, and it’s difficult to see what that is.”
Acumen, which designed the world’s first flat bed for British Airways 20 years ago, has had only two of its in-cabin concepts lie unused: both involved re-thinking the form and layout of economy-class seats.
But that’s not stopping a new generation of outsiders working with new materials and technologies to make economy class, if not luxurious, at least more bearable.
AirGo’s Yaghoubi, for example, vowed to do something about airline seats when he flew back to his native Iran on its national airline and noticed the seats hadn’t been replaced since the plane was bought 40 years ago. “Actually, they were quite a lot more comfortable” than today’s seats, he said.
The latest prototype of his seats, he says, offers a wider backrest by having smaller elbow rests that fold down rather than up, and has better head support. Extra leg room is created by moving the literature pocket and improving the seat posture to have people sit more upright.
But these firms realise they can’t just pitch their seats on comfort alone.
UK-based Rebel.Aero, for example, promises to speed up boarding and integrate a child seat by letting the seat slide upwards, like an inverted cinema seat. This frees up space for passengers to move in and out and stretch their legs. Founder Gareth Burks says he’s halfway through getting certification and has delivered sample seats to some aircraft manufacturers.
AirGo is counting on airlines liking that its seats are made of carbon fibre composites, where fibres are braided like hair, creating a hollow structure that halves their weight.
Others are experimenting with other materials. France-based Expliseat has announced Air Tahiti as the first customer for its titanium seats, freeing up the equivalent weight of up to four passengers.
And UK-based FlightWeight has redesigned the food trolley, ditching the usual aluminum casing for mostly flax seed waste, volcanic rock, sugar and water — making it almost a third lighter.
