European airframer Airbus said that its research reveals that a new generation of discerning passengers are increasingly researching in-flight seat comfort prior to booking long haul full service flights.
They are also prepared to dig deeper into their pocket to pay for more comfort in economy, the firm said.
According to the research, some 54% believe an increase of seat comfort is critical, leading to 41% prepared to pay more within economy and 5% considering investing in an upgrade in search of more comfort.
This growing cohort of economy passengers are increasingly not prepared to accept crusher seats and 34% are turning to specialist websites, in order to determine true seat value prior to booking flights.
Passengers cited lack of sleeping comfort, back and leg ache as the top three factors for discomfort on long haul flights. They also said that seats that are too narrow would have a negative impact on their post flight well-being, impacting them with tiredness and sore muscles.
Post flight well-being is of particular concern to business passengers who need to ensure they are able to perform in working environments.
Depending on the region up to 70% of economy class passengers travel for business.
Find out more at www.airbus.com.