Airlines should rely less on product and more on their brand if they are to tap the full opportunity in the economy cabin, says Teague associated creative director Jenny Ruegamer.

Speaking during a panel debate at the Cabin Innovation & Strategies For The Future conference in Hamburg, Reugamer said that design becomes key when the playing off the dual requirements of increasing standardisation of cabin equipment, whilst continuing to innovate.

"Airlines need to rely more on brand and less on product. You need to go back to the brand and how this will be different from the other airlines.

"There is a huge opportunity open to differentiate in Economy," she adds. "Economy class will become more differentiated, maybe not through product, but through experience. I think how you make that more powerful is through your brands. Right now I see it is a scattered approach."

Source: Flight Daily News