Here’s the challenge: how to render more reliable a complex product that pumps significant revenue into your airline. At issue are seats, particularly premium seats. Cutting-edge, premium seating is “absolutely essential” to Singapore Airlines’ persona, said James Boyd, the carrier’s VP of corporate communications for North America. “Premium brands drive premium pricing,” echoed Andrew Hoad, Emirates’ SVP of engineering support services. Scintillating, select seating “plays a major role” in ...


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