Fly High

From the top:

Singapore Airlines' meal

Singapore Airlines - First Class

Emirates - First Class

Appetizer on Thai Airways

Virgin Atlantic's A340-600


Every time the ground crew of your airline suddenly tells you of the good news that you have been upgraded for free is like winning the lottery jackpot. We’ve all heard and personally suffered those horrific in-flight experiences where flying has become a stress induced process of getting to one’s destination. But not since the 90’s has the airline industry become so dynamic and wide-ranging in market share and especially in its products and services both on the ground and in the air. From the no frills budget airlines to the premium global standard airline brands, more and more people are finding their preferred ways to get to their destinations mostly without having some new story as a benchmark to the most-horrible-flight-ever category.

It is with the jet set that service, ambiance, cuisine and reputation become the benchmark and most importantly the reason for the growing market to continue flying with such super airlines.

For a select few, flying in First Class can become an experience in itself. Even before you leave your house, you can check-in via the internet, get picked up by a luxury limousine and get whisked away to the lounge where a dedicated staff will attend to your every whim as well as check-in, immigration. Airline lounges compete against each other in trying to get you relaxed and ready for what will even be a more relaxing 12 hour flight. Little perks such as these go a long way and may even be the cause to the betrayal of the favored passenger to a particular airline.

Once in the cabin, Mimosas, canapés, shrimp cocktails and caviar are served from the finest china to the most eye catching glassware and silverware. Once in-flight, signature pajamas and an exclusive vanity kit are issued for your perusal. Singapore Airlines provide Salvatore Ferragamo products while Philippine Airlines provide Bulgari kits. The flight attendant who calls you by your preferred name would ask you what kind of dining style you would like to have all throughout the flight. From 10 course dining to on-the-go meals, passengers can choose from a variety of culinary delights created by the most sought after chefs from around the world. Some airlines even have a chef exclusive to its forward galley complete with skillets, toasters and rice cookers for the freshest meals in the sky. Gone are the days of those green eggs for breakfast or the sauce drenched beef dish that’s blast frozen with chemical preservatives.

Sky Nannies are provided by Gulf Air for passengers who would need assistance in keeping their children busy while they relax during the flight. They will outline a schedule of meal times for your children, organize activities and teach them a thing or two on being a frequent flyer such as how to clear the ears to avoid pressure pain. Thank God for them since flying with children 10 rows before you can push everyone’s buttons to the detriment of the enjoyment of your flight. And for those who seek personal pampering, facials and massages are offered by Virgin Atlantic Airways to those who would like to arrive refreshed and revived. This is perfect for those who lack sleep and need to look their very best upon arriving in your final stop.

The ultra-luxe sleeper suites or “cocoons” become the piece de resistance of all airlines, for they spend millions on making sure that their seats are the best, smoothest, most comfortable and most ergonomic seats in the sky. Emirates Airlines has electronic doors and dividers to shut out the rest of the cabin for extreme privacy. Singapore Airlines recently launched the widest seats together with the largest LCD screen for movie-like entertainment. Qatar Airways and Virgin Atlantic Airways provide lounges for meetings or socializing purposes. Keeping in touch with the world below is just as easy as being in your own office as internet, business software, satellite phones and fax machines are typically provided for those who don’t have time to relax.

For true privacy and exclusivity, major airlines such as Lufthansa and Singapore Airlines are offering business jets for private use. Popular in the trans-Atlantic routes, these private jets prove to be all the rage for celebrities, CEOs and heads of state. Everything from immigration to customs is done inside the aircraft for an expedited travel experience. EOS, a British based carrier takes advantage of this niche market and delivers on the promise that business travelers can fly like they used to on the Concorde but with a much cheaper ticket price and a flat seat, where even the supersonic wonder did not provide.

Just when you thought that only the rich can have such provisions, Lufthansa’s Patient Transport Compartment (PTC), offers passengers in need of medical attention on long-haul flights the best possible medical care. In a 20 square foot cabin, there’s enough room for a doctor, a nurse and a couple of relatives to care for the patient. This cabin is comparable to a modern intensive-care unit, from ECG to the respirator to the diagnostic equipment.

There are so many more products and services in the industry that keep pushing the envelope in innovation and passenger convenience that keep the ultra rich to continue flying on commercial airlines. Just when you think that all of that personal attention ends once you disembark, a concierge would be waiting by the aerobridge once the aircraft door opens to usher you to another limousine that would take you to your final destination.

Alliances such as One World, Sky Team and Star Alliance make global traveling easy with quick connections and a one ticket system that allows passengers to fly to all continents within a year with one ticket price. These tie-ups go beyond convenience, they offer more lounges, more perks and more exclusivity as these airlines realize the value of these special travelers.

Promos, mileage vouchers, upgrades and even alliances with other airlines are created to make sure that you’d fly with them again. Airline marketing strategies have become so extensive that it is important that you know what would work for you.