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First Choice continues long haul investment
First Choice has pledged to keep investing in its long haul aircraft as it continues to distance itself from the short haul commodity market.
The operator said it will take delivery of a fourth Boeing 767 aircraft in spring 2006, a fifth in time for the winter 06/07 season and a sixth following soon after.
From 2009, it will also take delivery of six new Boeing 787s that have the capability of flying non-stop to Hawaii and even the west coast of Australia.
“Whether anyone would want to fly non-stop to Australia is another matter but we will have the option,” said mainstream sector managing director Dermot Blastland. “It will also allow us to look at several other destinations that the current fleet can’t operate to, such as Cape Town and Durban.”
The operator has spent the past week giving hundreds of agents a trial flight on its three existing 767 aircraft, which have been refitted for a combined £11.8 million.
Financed through a re-negotiated leasing deal with Boeing, the aircraft have been redesigned with a seat pitch in its Star Class Premier cabin of 36 inches and in economy of 33 inches.
First Choice, which has taken to calling its airline a ‘leisure’ carrier to distance itself from the negative charter image, said other charters have a 30 inch economy seat while BA and Virgin have only 31 inches.
“We are leading the way in the long haul market,” claimed Blastland. “With long haul holidays the flight is part of the holiday.
“I believe the market has moved on in the last 15 years. People used not to mind how uncomfortable it was as they were going to new destinations. But now they are asking, ‘why should I do this?’ They want comfortable conditions and previously they weren’t getting them. We had to do something about that.”
He added the investment has covered state-of-the-art, seatback entertainment – with up to 12 films – and improved catering.
The product will be promoted during its TV ad campaign in the new year.
Blastland said while the cost of each seat is £10 more, it will recoup the extra cost through more sales at brochure price.
When it takes delivery of its fourth 767 in the spring, Blastland said additional destinations of Costa Rica and Southern Africa would be considered.
Report by Steve Jones
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