Summary of Key Points
Hainan Airlines has recently strictly prohibited economy class passengers from using empty seats for free. Passengers who wish to lie down are required to pay for a three-seater seat (for example, 220 euros on European routes), which has led to widespread complaints from passengers. Behind this move is the airline's strategy of turning what used to be a discretionary comfort offered due to low occupancy rates into additional revenue. With thinner ticket profits and reduced subsidies, airlines are increasing revenue by charging for various services such as seat selection, baggage handling, and sleeping options. Although this makes commercial sense, Hainan Airlines' service offerings (lacking mattresses and bedding) and the rigid way it implements the new policy (awakening sleeping passengers) have caused dissatisfaction among passengers. This also reflects a trend in the aviation industry of further segmenting economy class services and charging according to customer needs.
Detailed Analysis
1. The core of passengers' complaints: It's not about the cost, but about the inconvenience of being awakened and the reduced quality of service
Passengers are not opposed to paying for the option to lie down; their main issues are:
- The sudden and abrupt change in policy, along with the harsh implementation: Previously, empty seats could be used for free, and now they are awakened while sleeping, making them feel as if they have been deprived of a privilege.
- The lack of corresponding service for the money paid: Hainan Airlines' three-seater seats are simply ordinary seats combined; there are no mattresses, special seat belts, or bedding, leaving adults with no comfortable way to sleep. In contrast, services like Air New Zealand's Skycouch (with padding and bedding) and Lufthansa's Sleeper’s Row (with a mattress and business class pillows) offer much more comfort for the same price.
For example, a friend experienced being awakened while sleeping on an empty seat, with the flight attendant only informing them that they needed to pay, without any prior notice. Many passengers also discovered the price of empty seats only during check-in, feeling deceived.
2. Airlines' rationale: Additional revenue has become a vital source of income
Why do airlines charge for empty seats? Because ticket prices are no longer profitable:
- Reduced subsidies for domestic flights: After 2024, local government subsidies will be limited, and airlines can no longer rely on them to survive.
- Fierce competition on international routes: With European airlines withdrawing from certain routes, Chinese airlines are trying to gain market share, but high fuel and aircraft costs mean they must lower prices to attract passengers, resulting in thin profits.
- Additional revenue is crucial: Global airlines expect additional revenue to reach $157 billion (15.7% of total revenue) by 2025, and domestic airlines rely on this to offset losses. Empty seats, which previously offered no profit, can now generate substantial profits.
In other words, while tickets can be sold at lower prices, passengers must pay extra for a more comfortable experience.
3. The commercial logic is sound, but the implementation is unsatisfactory
From the airline's perspective, it's reasonable to sell empty seats, as passengers are only purchasing their own seats and do not have the right to use other empty seats. For some passengers who do not want business class but need to sleep, the paid sleeping option is a viable alternative, offering more comfort than regular economy class seats.
However, Hainan Airlines' issues include:
- Lack of proper facilities: The makeshift beds in regular seats are uncomfortable, and regular seat belts are not suitable for lying down during turbulence.
- Rigid implementation: Awakening sleeping passengers can cause inconvenience and conflict.
- Lack of clear communication: Passengers are not informed in advance about the availability and prices of empty seats, leaving them unprepared.
In contrast, other airlines (like Air New Zealand and Lufthansa) provide more comprehensive information and facilities for sleeping passengers, which is why Hainan Airlines has received criticism for its approach.
4. Why can't passengers use empty seats for free now? Rules must be uniformly applied
Previously, empty seats were free because airlines did not see them as a profit opportunity. With lower occupancy rates, they need to charge for these services to remain profitable. If some people continue to use empty seats for free, those who pay will feel cheated, leading to a loss of business.
For example, if you pay 220 euros for a three-seater seat and someone else uses the same seat for free, you would likely complain. Therefore, airlines must enforce the rules strictly to ensure the value of the paid services is maintained.
5. Future trends in economy class seating
The trend of segmenting economy class services and charging for them will continue:
- Air New Zealand will introduce Skynest in November this year, allowing economy class passengers to sleep for 4 hours in a dedicated sleeping pod for $495.
- United Airlines plans to introduce Relax Row in 2027, converting regular seats into sofa beds.
- In the future, even the duration of sleep and the amount of space used may be charged by the hour.
In other words, flying will increasingly involve purchasing a combination of a basic seat and additional services. The convenience of free sleeping options in economy class may become a thing of the past.
Conclusion
Airlines have the right to seek additional revenue, but they should ensure that passengers feel that their money is well spent. Providing basic comforts like mattresses and clear communication about policies is essential. After all, passengers are not opposed to paying for services; they are opposed to feeling disrespected or treated unfairly for doing so.