A new generation of economy class passengers are increasingly intolerant of cramped seats on long-haul flights and willing to pay for more comfort in the cabin, shows new research by European planemaker Airbus.
Some 54% of respondents to questionnaires fielded at the transit areas of four global hub airports believe an increase in seat comfort is critical, leading to 41% saying they are more prepared to pay for greater comfort, while 5% would opt for an upgrade in search of more comfort.
Passengers cited a lack of sleeping comfort, back aches and leg aches as the top three discomforts on long-haul flights.
They also complained that seats are too narrow, affecting their post-flight well-being through tiredness and sore muscles.
Post-flight well-being is of particular concern to business travellers, who need to ensure they are able to perform in working environments.
Depending upon the region, up to 70% of economy class passengers travel for business, according to the 2012 global passenger survey conducted by the International Air Transportation Association (IATA).
Some 34% of respondents said they are turning to specialist websites to check seat sizes prior to booking flights in pursuit of greater comfort.
"Passengers are acutely aware of in-flight comfort and this impacts purchasing decisions," said Kevin Keniston, head of passenger comfort at Airbus, adding passengers do not mind paying more to get greater comfort in economy class.
Airlines are already responding by differentiating their seat offerings within classes and placing a price premium on more comfortable seat options, such as aisle, front row or emergency exit seats.
"Seat width is a key determinant of comfort and passengers are increasingly investing time and money to avoid enduring a 17-inch crusher seat on a full-service, long-haul flight," he said.
Airbus said it has kept its seat width a standard 18 inches (45.72 centimetres) for long-haul full-service economy to deliver greater comfort to passengers.
The surveys were conducted at airports in Singapore, Frankfurt, Paris as well as at Amsterdam's Schipol.
Respondents to the polls comprised Asians (24%), North Americans (26%), Europeans (26%) and others (24%).