Virgin Australia CEO Dave Emerson has confirmed that the airline is considering adding a ‘neighbour-free’ booking option.
This scheme would allow passengers in Economy to reserve the seats beside them for an additional fee, creating more free space. However, the spare seat would not be guaranteed, and if the flight approaches capacity, Virgin would refund the customer to sell the seat elsewhere.
Qantas already runs a similar programme. Economy passengers can check if a neighbouring seat is available to book 48 hours before their flight departs, with the cost of reservation varying by journey. Philippine Airlines also offers neighbour-free seat selection online. Meanwhile, Air New Zealand has launched the ‘Skycouch’, special seats in Economy with extra bedding and adjustable leg rests.
Economy long-haul flights can be uncomfortable for many. Neighbour-free booking gives airlines the opportunity to sell seats that might otherwise go empty while providing customers with a better in-flight experience.
Future Market Insights forecasts that the customisation and personalisation in travel market will be worth US$1.6 billion by 2035, registering at a compound annual growth rate (CAGR) of 17.8% over the next decade. At the same time, the International Air Transport Association’s (IATA) 2024 Global Passenger Survey found that 71% of passengers now book online or via apps.
The two trends together provide ample scope for airlines to offer custom upgrades so that passengers feel they are getting the best possible in-flight experience. Neighbour-free booking is just one programme that airlines across the Asia-Pacific region are adopting to enhance customer satisfaction.
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