Boeing 787 Dreamliner and airline passenger choice

Yesterday I was a guest of Boeing Commercial Airplanes on a preview tour of the brand new Boeing 787 Dreamliner.

The 787 test aircraft was at Boston's Logan Airport because it is scheduled to be the first US airport with regular 787 commercial service with a nonstop Japan Airlines flight to Tokyo.

In this short video, I speak with Capt. Randy Neville, chief pilot, 787 program, Boeing Commercial Airplanes and Diana Klug, Director of Marketing for Boeing Commercial Airplanes. We tour the new Boeing 787 Dreamliner cockpit and cabin and I focus on passenger comfort including the large windows and customizable LED passenger compartment lighting.

Direct link to Boeing 787 Dreamliner preview tour video on YouTube.

This airplane is terrific. The passenger compartment is higher than other passenger planes and that gives it a less claustrophobic feel. The large windows with a dimming feature (see the video) means that there is no longer "up or down only" like with normal shades and there is no need for sunglasses if you want to look for icebergs on the return day flight from Europe in the winter sitting on the right side of the plane.

It's exciting that my home airport will now have nonstop service from Boston to Tokyo on Japan Airlines. I’ve had a primary US residence in Massachusetts for more than 20 years and for 7 of those years I lived in Tokyo. The hassles of switching planes vs. a 14-hour nonstop are enormous.

Boeing actually worked with a psychologist and a cultural anthropologist and conducted many interviews with frequent flyers to design the plane the 787 Dreamliner from the passenger perspective, thinking that people will book travel based on the plane.

That's exactly what I do (and what other frequent travelers do too). When you're in the air as often as I am comfort is the most important thing -- more important than price, special deals, and other things.

But I wonder how many people would choose based on the airplane? It seems most casual flyers choose on price. Business travelers often choose based on schedule.

Fun aside. When I was taking a photo of the 787 Rolls-Royce engine turbine that I posted to Instagram, the Boston Globe was photographing me in an image that was published here.

PR thought: What better PR asset than a beautiful airplane with articulate pilots and marketing staff to explain it. Great job @Boeing and @BoeingAirplanes.

What would you do?

So what would you do? Given a choice between variables like price, schedule, an airline that you have a frequent flyer account with, and number of stops, what are the most important factors for you? Would you choose to fly the 787 Dreamliner for the experience?

Note: I filmed the 787 video myself with my iPhone 4S and edited it in iMovie.

Comments

[Steve Jones]

I would, and do, chose flights based on the plane... and entirely for the comfort reason you cite. But price does play a role if the difference is dramatic.

Btw your Boeing Dreamliner analogy really could be applied any business. Great businesses create things that are great from the customer's perspective. Nothing matters as much as the customer experince. Boeing seems to know it. Apple knows it. When you create something that the customer gets passionate about, you win.

[David Meerman Scott]

Steve, thanks for jumping in.

The interesting difference with the Boeing example here vs. what you talk about with Apple is that you and I are not the Boeing customer - the airlines are. So there is a degree of separation between the customer - Japan Airlines say - and the passenger.

So is the experience I have on a 787 Dreamliner reflective of JAL? Or Boeing? Or both?

[Greg Digneo]

David,

It's interesting to hear talk about choosing a flight based on the plane.

I think in the beginning, passengers will be eager try out the Dreamliner.

The dimming windows are cool, and I believe the overhead LED's can help with jet lag. I really like that they are making a plane less turbulent. It's a huge pain point when people fly.

But I notice that there is very little talk in the video about leg room. I suspect that's because Boeing can't control the amount of seats the airline crams onto the plane. And I know quite a few people who won't fly Continental for fear that they're going to get stuck with bad on board entertainment.

I like what Boeing is attempting to do. But in the long run, the average person is going to continue to choose flights based on the airline service, convenience of the flight, and price.

[Colin Warwick]

I think the choice by aircraft type and schedule are connected. Here's what Boeing has to say:

http://www.boeing.com/commercial/environment/pdf/787_env.pdf

" Point-to-Point Travel Enabled

The mission capability of the 787 Dreamliner also provides an environmental
advantage, allowing airlines to offer more direct flights connecting mid-sized cities.
While today’s larger wide body airplanes have the range to accomplish such missions,
they are too large to operate economically on routes between mid-sized cities. The
mid-sized 787, however, can operate quite efficiently between such cities, eliminating
the need for additional takeoffs and landings."

This is Dreamliner's killer app. It lets carriers get out of the hub and spoke mentality that adds a two-hours layover in Chicago or Dulles that no-one wants. I hope to get on JAL and Dreamliner next time I travel from Logan to Narita!

[cloudia]

seems a flock of breakthroughs-
Boeing forward!

Aloha from Honolulu
Comfort Spiral

>

[Gerardvroomen]

I'd say schedule remains #1, no amount of onboard comfort (once you get past a certain threshold of course) can make up for the discomfort of a stop-over. If schedules are similar, then comfort becomes a key consideration, but as others have said Boeing has little control over it. If I'm reading or sleeping on a plane, I put greater emphasis on the seat than on the windows or the ceiling height, and the seat (including leg room) depends on the airline.

As a long-term strategy I think Boeing is on the right track, if they don't have consumer (flyer) demand for their product over another, then they will be commoditized. But it will be a long struggle to achieve traction with most passengers.

[Skipper]

It looks amazing! I heard also the interior is spacious. Hope there will be any more pictures of that coming soon.
My opinion is that rare people would fly with a company just because a plane. Maybe at the begining.

[David Meerman Scott]

Greg -- The choice of seating supplier and the choice of how far apart to make legroom is completely up to the airline and Boeing has no say. The 787 Dreamliner can seat as many as 300 people according to Boeing, but Japan Airlines is flying with a 186 seat configuration from Boston to Tokyo so that means decent legroom.

Colin - Exactly. It means Boston can have nonstop service to Asia for the first time.

Gerard - I think you are right about layovers particularly long ones. When I flew to Bahrain from Boston a few months ago, I had to wait for 7 hours in Frankfurt which was dreadful. Give me a nonstop any day.

Skipper - tons of photos on the web if you search.

[David Keith Daniels]

It's a beautiful plane. As a fellow frequent flyer I agree with you. I choose schedule and comfort as a priority. And a word of caution to our domestic (USA) airlines: the Asian airlines blow you guys away in comfort and service.

[Greg Digneo]

Thanks for the clarification David. I think it goes to my point. If I'm flying from Tokyo to San Francisco, I'll take the service that offers me the most legroom, regardless of the plane.

[Peter Scazzer]

The image of the turbine seems moving. It will be a great experience riding on that giant plane.