Airlines Compete For First-Class Business

And we thought the idea of first-class seating on a regional jet was odd. In a definite you-get-what-you-pay-for situation, airports and airlines all over the world are creating areas for those travelers with discriminating tastes... and the means to pay for them.

Lufthansa's first-class terminal in Frankfurt, Germany, is such an example. The facility is separate from the hustle and bustle of the rest of the airport. Upon entering, one is greeted by attendants who escort travelers through a quick and painless security and immigration check. Prior to your flight you are free to enjoy the many amenities offered... such as a bubble bath with a rubber duck, or a relaxing smoke in the cigar room, according to the Wall Street Journal.

Then, you can enjoy a ride to your flight, in a Mercedes or Porsche -- depending on your preference that day -- where you will board your flight via the pilot's private staircase thus avoiding the mob scene at the gate.

The carrier says such accommodations have bumped first-class ticket sales by more than 40 percent.

Air France is following suit. In April, it began offering a personalized first-class service at Paris' Charles de Gaulle International Airport including delivering passengers to their flight in a car (and probably not a LeCar, either.) The carrier reports first-class ticket prices have already increased.

Virgin Atlantic has a "Clubhouse" at Heathrow Airport that boasts a beauty salon, cinema and Jacuzzi. British Airways is jumping on the bandwagon by building five first- and business- class lounges in its new Terminal 5 at Heathrow Airport set to open early next year.

"What has replaced Concorde? So far nothing. But this comes close. This was an amazing experience," said Sylvain Ercoli, general manager of Hotel de Crillon in Paris, who recently flew to Osaka, Japan, on Air France and took advantage of the proffered amenities.

In an era dominated by budget and low-fare carriers, why the scramble for high-end creature comforts? According to the Journal, the demand for luxury travel is quite robust and those who can afford it want it.

The desire to avoid the hassles of long security lines, cramped seating and less-than-desirable airport food can be strong and people are willing to pay for such comfort and ease.

Asian carriers are particularly fervent about maintaining their status as industry leaders in first-class luxury.

Cathay Pacific has a lounge in Hong Kong called The Wing that flaunts a noodle bar, library and a bath facility it calls "the Cabanas" while Qantas Airways ushered in Spring by opening new first-class lounges in Sydney and Melbourne, Australia, complete with spas, libraries and -- get this -- chair-side waiter service.

With perfect timing, Airbus is going to be in a position to help the situation when it starts its A380 deliveries. Larger aircraft means more first-class seats. Carriers that have purchased the superjumbo jet, like Lufthansa and Air France, will likely benefit.

Unlike US carriers, European and Asian carriers offer deluxe services only to those passengers booked in first class. "This product has a price. If we give it away, it has no value, and one who did pay for it will say, 'Why did I pay?"' said Carole Peytavin, director of product development for Air France. The carrier won't even upgrade passengers from business-class to first-class just to fill empty seats, either.

The US is definitely on the bottom rung as far as luxury air travel goes, thanks to tough economic times, according to the Journal. Several carriers, such as Delta Air Lines and Continental Airlines went so far as to eliminate first-class service entirely on international service.

The carrier's lounges generally don't quite measure up, either: no food or free alcohol, no bathtub, no noodle bar. Some will offer a lounge day pass -- for a fee. Baths with rubber duckies not included.

But, why should anyone pay for a first-class ticket on a US carrier? Those seats are regularly given away for free in the form of upgrades or as part of frequent-flier programs.

"The competition will be decided on the ground," said Oliver Wagner, Lufthansa's vice president for airports. "Everyone can have the same seats, same food, same entertainment. But where you can really do something is to improve the product and the process on the ground."

FMI: www.lufthansa.com, www.airfrance.com