Why airlines are investing in luxe in-flight amenities for premium fliers

Newly renovated lounges feature showers, cocktail bars and complimentary food, such as Greek yoghurt and oatmeal for breakfast. American also has private check-in areas for VIP passengers at airports in Los Angeles, Chicago, Miami and New York.

"They are not going around spending money like drunken sailors, but they are putting it where they see that investing money will pay off," said Seth Kaplan, managing partner for the trade publication Airline Weekly. "They have the luxury to do that."

The most expensive amenities and services are reserved for premium fliers on transcontinental, long-haul and international flights.

For flights between L.A. and New York and San Francisco and New York, American this year created first-class cabins just for pets. They're cozy compartments near the flight attendant station to hold a dog or cat in its carrier.

United Airlines, Delta and American have begun offering chauffeured cars to help premier travellers make connections at Los Angeles International Airport. But not just any cars: United uses Mercedes Benz cars, Delta picks up its travellers in Porsches and American relies on Cadillacs to transport its most prized passengers.

In June, Delta completed a $US229 million terminal upgrade at LAX that includes a private curbside entrance for the carrier's biggest spenders.

Top-grade passengers - part of a new category dubbed Delta One - get whisked into a private lounge, away from snooping paparazzi, where they are offered free snacks and drinks and access to an expedited security checkpoint. The reception and ambience are upmarket, with a desk made by a local artist from parts off a retired DC-9.

Delta has hired a master sommelier to match wines with the onboard meals for the high-paying passengers.

"We have continued to invest in the people who invest the most in us," Delta spokesman Anthony Black said.

United began on August 1, to hand out new amenity bags to premium international passengers. The bags include high-end Cowshed skin-care products from London's Soho House & Co., which operates private member's clubs.

Etihad Airways last year introduced nannies, trained at Norland College in England, to entertain, feed and pamper the children of premium passengers on long flights.

Some of the airline investments are trickling down to economy fliers too.

Many of the new aircraft that have been ordered in the last few years include charging outlets for all seats, wireless Internet and improved entertainment systems. A few airlines, including United, American and Delta, have restored free beer and wine for economy passengers on long flights.

American Airlines spokesman Casey Norton said premium passengers are important to the airline but the latest investments benefit all passengers.

"We are going to offer a product that differentiates us from the competition and make sure that we provide a travel experience that customers like and want to buy," Norton said.

Still, the trickle-down effect only goes so far to satisfy regular travellers.

Airlines are employing fewer staffers at airport terminals, leaving travellers to check themselves in at computer kiosks and self-serve bag-check machines.

Las Vegas' McCarran International Airport is a pioneer, with more than 400 kiosks, including machines that scan passports and allow passengers to tag their own luggage.

And most airlines are cramming in as many passengers as possible to increase profits. By replacing older seats with light-weight versions offering thinner seat-back cushions, airlines free up room to insert an extra row or two of seats.

"What we have now is cattle cars in the sky," said Rich Gritta, a professor of finance and transportation at the University of Portland in Oregon. "Flying is no longer the fun experience it used to be."

United Airlines, for example, recently finished installing slim-line seats in all its Airbus planes. On its heavily used short- to medium-range A319s and A320s, the airline has added six to 12 additional seats per cabin - a move that's getting poor marks from customers.

"The new slim-line seats on the A320 are terrible," a passenger posted on the SeatGuru.com website. "Although they claim to offer more legroom, I felt extremely squished. When the person in front reclined their seat I had no space available to really move my legs."

The Los Angeles Times

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