Loading

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

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.

Become a CAPA Member to access Analysis Reports

This CAPA Premium Analysis Report is 713 words.
Become a CAPA Member

Our Analysis Reports are only available to CAPA Members. CAPA Membership provides exclusive access to in-depth insights on the latest developments in the aviation and travel industry, developed by our team of dedicated analysts located in Europe, North America, Asia and Australia.

Each report offers a fresh perspective on the latest industry trends and is available online or via the CAPA mobile app, with customisable alerts to help you stay informed and identify new business opportunities.

CAPA Membership also provides access to our full suite of tools, including a tailored selection of more than 400 News Briefs every weekday and comprehensive data and analysis on thousands of companies around the world.