AIRTIME: Unique Dining Experiences
AIRTIME: Unique Dining Experiences
Exceptional Environments
A common approach taken in designing for luxury air travel is to frame the experience as being equal to other, more familiar luxury experiences. For example, in the case of onboard meal service, we consistently hear messaging around ‘restaurant dining at 35,000 feet’, ‘fine dining in the sky’ and so on.
Yet when we take a considered view, it is clear that the luxury cabin experience onboard an aircraft is an entirely unique scenario. There are no true parallel experiences - in terms of environment, time spent, or service expectations.
Drawing these parallels is well intentioned, as we strive to engage luxury consumers with language that resonates. But the truth is, it is somewhat a misstep, because the onboard passenger experience can never truly replicate that of a restaurant, nor should it.
No fine-dining restaurant sits you on a padded day-bed in front of a flat screen TV, with noise-cancelling headphones and a blanket for your knees. When we go to a restaurant, a large part of the experience is social, discussing each exquisite course with a partner or friends. Onboard, even considering those few carriers who can facilitate dual-person dining, most passengers dine alone while binge-watching their favoured entertainment.
And so, we can accept then, that the experience of onboard dining in luxury cabins is entirely different from that of a restaurant, and it should be designed for as such. Can it still be seen as luxury? Yes, of course. Should it be memorable? Absolutely.
Most importantly, it is a unique experience. Premium class onboard dining should be viewed as one of the most inimitable luxury experiences that one can have. If we begin to design for the category in this way, it creates opportunities for innovation.
Time & Focus
Long-haul passengers onboard are blessed with two key benefits we should recognise.
Firstly, time. In-flight dining can be a carefully paced, extended experience. There should be time for each course to shine, and anticipation for what will come next. This is where service design is critical, and adding touches such as palate cleansers can be well received.
Secondly, focus. Onboard guests will absolutely be looking forward to the dining service, perhaps more than any other part of their journey. And when it arrives, you have their full attention. No distractions from conversations or noisy restaurant environments. With onboard dining, passengers will take the time to notice the details. Therefore tableware, presentation and thoughtful touches are important.
Building on this foundation of time and focus, let us consider how we may craft the dining experience through design. It can help to think of the dining service as a ‘journey within the journey’. The dining journey should have a starting point, a duration, and a destination.
The Dynamic Beginning
The starting point is filled with anticipation, and so airlines should capitalise on this emotion with a beginning that delivers visual impact and sophistication. Instantly, passengers will know that they are embarking upon a gastronomic journey which promises to delight. Elevate the presentation, create surprising moments through service, but leave your guests wanting more.
The Fulfilling Middle
This section of the dining journey is about delivering culinary satisfaction on multiple levels. Ensuring passengers have their appetites met is critical, but just as important is the service they receive, as well the thoughtful touches which elevate the core dishes. These might include additional sides, fresh herbs, or condiments that present beautifully in modular ramekins. The passenger must conclude this section of the experience feeling truly fulfilled.
The Delightful Conclusion
The icing on the cake, the cherry on top – use all the dessert related cliches you desire! The point is that the final courses of a dining experience are often the things that live in the memory. And so, they must be treated as opportunities to spark delight. Consider not just dessert, but the cheese platter, the coffee service – perhaps even a liqueur. Each of these services is small enough to curate something special, and significant enough to leave a lasting impression on the passenger.
In summary, the premium dining experience onboard an aircraft is unparalleled, and should be truly memorable. It may be viewed as fine dining, but it is an entirely unique embodiment of the term.
By embracing the inimitable nature of onboard dining and pushing boundaries through product and service innovation, airlines can redefine luxury travel for the modern passenger.