Lap of Luxury

Teamwork and ingenuity bring travelers a lie-flat seat that redefines what it means to fly comfortably

Continental knows its customers work hard and deserve nothing but the best. So the airline has gone back to the drawing board in its quest to deliver the highest-quality product. Starting in late 2009, passengers flying in BusinessFirst will sit in an innovative, luxurious new seat designed to lie completely flat, like a bed. This revolutionary seat has adjustable settings ranging from upright to an impressive 6-foot, 6-inch 180-degree flat bed. In addition to comfort, customers will enjoy features like an audio/video on-demand system with a 15.4-inch view screen, a six-way adjustable headrest, storage for personal items, and an individual reading light that pivots to your desired position, even when you’re reclining, so you can read in bed. Those who seek privacy will be able to nestle into a shell that offers a bit of seclusion from the rest of the cabin.

The concept for this unique seat came about two years ago, when Continental was working with Boeing on the design of the new 787 Dreamliner aircraft. It was decided that the plane would feature a seat that would redefine what it means to fly comfortably. The seat was primarily developed by a team from Continental, but valuable feedback also came from a focus group made up of frequent BusinessFirst travelers.

A look at this sleek and inviting seat gives no indication of the rigorous design process it underwent. Continental faced the distinct challenge of combining luxury with cutting-edge engineering to develop a lie-flat seat that doesn’t take up excess cabin space. Very similar to the meticulous process involved when an architect designs a building, the chair’s actualization process involved proposals, blueprints, and physical testing. Most important, it required the collective energy and input of those at almost every level of Continental — from company leadership to inflight crew and passengers.

In the project’s brainstorming phase, Continental had open conversations with suppliers to see who could design a new kind of seat that would take the Continental flying experience to the next level. The airline decided on BE Aerospace, which in April 2007 created five different design concepts that were presented to the Continental team and the focus group.

Over the course of the design development, the focus group convened numerous times. This group acted as a voice for Continental customers as members discussed what would maximize their comfort, and gave suggestions on the placement of amenities. Group members expressed that they wanted a wide seat that could lie completely flat and would be easy to operate.

One unique idea was to put the computer and headset jacks over the shoulder, as opposed to under or on the side of the seat. A USB port is also included. Eric Kleiman, Continental’s director of product marketing, worked closely with the Continental team and BE Aerospace to perfect the seat’s design. “We started referring to the amenity storage area as the Tower of Power,” says Kleiman. “The final placement of the outlets was a surprising design solution, but we could see right away in the focus group how well it would work.”

Ultimately, the focus group contributed significantly to the end product and was of paramount importance to the entire process. This level of dedication and teamwork helped to quickly propel the concept into physical production. Foam core mocks-ups were taken to Boeing’s 787 Dreamliner gallery in Seattle and evaluated for aesthetics in a model of the plane cabin. Additionally, flight attendants simulated an actual flight by walking up and down the aisles with serving carts and luggage to make sure there was enough room.

 Once the fully operational seat was constructed, the Continental team conducted further testing. For example, they made sure the TV was viewable from all seat angles. Finally, every member of the Continental team and the focus group got to test-drive the seat, to make sure it met the airline’s high standards.

The BusinessFirst seat is currently undergoing final production touches and waiting to make its highly anticipated debut. When it’s completed and on the plane, BusinessFirst customers will be assured of an even more comfortable, restful flight — one that will ensure they arrive in their destination city ready to get down to business.