New research from Airbus ‘The Future of Comfort: Asia’ shows that comfort is paramount for Asian air passengers. The research reveals two emerging typologies of Asian travellers who, due to the rise of social media and shared global online experiences, have an increased knowledge of flying and will demand an enhanced level of comfort. Whilst their comfort expectations vary slightly, there is a clear commonality on the importance they place on a number of factors: sleep, wellbeing and relaxation lead to higher productivity; Asians would pay more money for more seat space as it symbolises improved comfort and brings more

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