DETROIT -- Northwest Airlines unveiled a new business-class "bed
seat" for its international flights, with more recline than any
other U.S. airline business-class seat, at a press conference here
Aug. 6.
The Northwest move continues the blurring of the distinction
between business and first class. Last month Virgin Atlantic,
taking aim at British Airways, unveiled a new business-class seat
that converts to the longest bed in the sky.
Virgin doesn't offer a first class, and neither does Northwest
on international flights.
Northwest said the new business-class product, which also
includes a new on-demand entertainment system and meal service
upgrades, will be offered on all of its 747-400 and new A330
aircraft, and will make its debut Sept. 3 on A330 service between
Detroit and Amsterdam.
Other Amsterdam markets will follow, as will Detroit and
Minneapolis to London, Paris and Frankfurt, Northwest president
Doug Steenland said.
Northwest would not provide a timetable for anything beyond
Detroit-Amsterdam, but its A330 deliveries are scheduled through
2008 and the A330-300 is slated to replace all the DC10s the
airline currently flies across the Atlantic.
For the reconfigured 747s, the debut will come this fall and
become the backbone of the airline's transpacific services,
Steenland said. The A330-200, smaller and longer-range than the 300
series, will be used for less heavily traveled transpacific
routes.
The airline will invite its top agents and corporate clients to
come for a personal tour of the product in Detroit in October.
Steenland said the seats, three years in development, cost the
airline $50 million to $60 million, but are necessary to at least
maintain market share, and hopefully increase it.
Several foreign carriers offer lie-flat or nearly lie-flat seats
in business, but Northwest is the first U.S. airline to recline a
business-class seat this far.
The new seat doesn't quite make it to "lie flat," although
Northwest touts it that way. It reclines to 176 degrees and stops
at a significant tilt rather than completely horizontal to the
cabin floor.
But that's a bigger recline than any other U.S. airline business
class product -- Continental comes closest at 170 degrees -- and
Northwest's seat does include some additional razzle dazzle.
That includes a six-way adjustable headrest the passenger can
slide up or down to fit one's height, a footrest that can be
adjusted up or down for the same purpose, an extendable seat
cushion for taller passengers, two lumbar support controls and a
lumbar massager.
The seats provide 60 inches of pitch; extend to six feet, seven
inches; and provide a "privacy canopy" at the head when the seat is
fully reclined. The new entertainment system includes a 10.4-inch
screen.
Transatlantic coach passengers also will see some improvements
with the new A330s, mainly a seatback video screen with on-demand
viewing, an adjustable headrest and a two-four-two or two-three-two
seating configuration.
Rows 10 through 28 will offer a 110-volt outlet for computers,
as well as a bit more legroom than the other rows.
Those rows won't be considered a separate class, but Fay
Beauchine, vice president of sales and customer relations, said
customers who pay more for economy will get preference for those
seats.
Northwest officials said alliance partner KLM will offer many of
the same "customer comfort innovations" when it debuts its new 777
aircraft later this year, including a new business-class seat.
To contact reporter Andrew Compart, send e-mail to [email protected].