Couches, cougars and contraction: Air New Zealand downsizes to survive in the jungle

Premium Analysis

Air New Zealand has unveiled its new economy-class seating concept, the “SkyCouch”, which it says will “transform international air travel” when it is introduced in Nov-2010 with the delivery of its first new B777-300ER. The new economy “couches” and increasingly controversial promotional campaigns to cut through to consumers are part of Air New Zealand’s push to differentiate itself in a highly competitive market, where network relevance and pricing advantages are being ceded to LCCs and Middle East rivals.

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