Budget business class seats may lure Europe-Asia fliers

Bloomberg

Low-cost airlines, the pioneers of brief discomfort at bargain prices, have struggled to master long-haul flights. Now one of the world’s most successful budget carriers is considering cut-price business class seats as a way into the Europe-Asia market.
India’s IndiGo is mapping out an ambitious long-distance network. The airline aims to start one-stop trips further into Europe within six months, CEO Ronojoy Dutta said in an interview in New Delhi.
IndiGo has captured almost half the Indian market in just over a decade by offering cheap, punctual flights — and charging extra for almost anything else. Dutta’s long-haul plans are forcing a product overhaul to help passengers endure longer flights and he’s considering everything from extra snacks to a brand-new business class.
“Once you get to six, seven, eight hours, the body gets tired, people need to use the washrooms more, people need to eat more frequently, all of those things change,” Dutta said.
“We have to redesign our product. Is it more pitch, is it more food, is it more hot towels, is it a business class?”

Patchy Legacy
Success could upend a long-haul market between Asia and Europe that’s long been the
preserve of full-service carriers from Singapore Airlines Ltd and British Airways and Cathay Pacific Airways. While IndiGo has become Asia’s largest low-cost carrier by market value, other no-frills rivals that have tried to go long-haul have left a hit-and-miss legacy.
Discount carrier Norwegian Air Shuttle ASA, which launched services on intercontinental routes, has been weighed
down by losses after a rapid expansion. AirAsia X Bhd, the Malaysian long-haul, low-cost airline, opted to focus on Asia after on-off services to London, although it flies to Honolulu.
Scoot, the budget unit of Singapore Airlines, offers long-haul flights to Athens and Berlin. Its “Scootbiz” class on Boeing Co 787 Dreamliner jets provides leather seats, more legroom, additional carry-on bags, welcome drinks and one additional alcoholic beverage.
IndiGo already flies to 53 domestic and 18 international destinations and plans to deploy about half of its new capacity on international routes, Dutta said.