The aviation industry has comfort on its mind at the Dubai Airshow

16 November 2013 Feature story

After making quite the first impression following its launch in October, the “It’s not you, it’s the seat” comfort campaign by Airbus will once again take centre stage, this time at the Dubai Airshow.

Underscoring Airbus’ modern standard for comfort – with an 18-inch-wide seat in economy class for long-haul travel – the company’s latest marketing effort is the talk of the air transport sector heading into the event, said Kevin Keniston, the company’s Head of Passenger comfort.

“This campaign is generating incredible interest – particularly with passengers,” he explained. “We have raised tremendous awareness and seen very positive feedback from the flying public, which is increasingly aware of their comfort choices, while also highlighting the potential airline benefits for this modern 18-inch standard with respect to passenger well-being.”

Keniston noted Airbus’ Facebook and Twitter channels have created significant public attention for the issue, with “It’s the seat” Facebook posts garnering more than 31,000 “likes,” while the company’s 18-inch-wide seat video report has logged over 54,000 views on YouTube.

The comfort campaign will play an important role in Airbus’ presence at the Dubai Airshow, as this biennial aviation industry gathering is held in a market with a large volume of long-haul travel. During the event, Airbus will highlight its modern economy class seat standard – which provides an additional inch width when compared to the 1950s-era 17-inch industry norm that competitors are promoting today. 

The company’s exhibit stand at Dubai World Central Airport is to include a special “Airbus comfort zone” where passengers will be able to personally test the difference when seating in a wider seat, while Airbus’ A380 developmental aircraft will be displayed at the show with a “More personal space – the Airbus comfort standard” sticker on its fuselage.  Complementing the campaign’s focus at Dubai will be seat measurement-themed giveaways to Dubai Airshow attendees, along with other activities.

Airbus has also invited a sleep specialist to explain to show visitors the advantages of this extra inch, following the strong response to the study released in October by Airbus and the London Sleep Centre – which showed the company’s modern comfort standard improved sleep quality by 53 per cent.

Airbus champions passenger comfort in all classes of service. Each member of its modern, efficient product line – which includes the single-aisle A320 Family, widebody A330/A340 and A350 XWB jetliners, and 21st century flagship A380 – have been designed to accommodate at least an 18-inch standard seat in economy class. 

Related photos