From wellness workshops to dinner with a celebrity chef and flights to nowhere, Asia's big international airlines are working hard to keep their most lucrative customers engaged as the pandemic-related travel halt stretches beyond 18 months.
Before the pandemic, around 5% of international passengers globally flew in premium classes, but they accounted for 30% of international revenue, data from airline industry group IATA shows.
Qantas Loyalty CEO Olivia Wirth said customers had made clear to the airline that such extensions were important. Singapore Airlines, which lacks a domestic market, said it has hosted virtual wine tastings, wellness workshops and online courses such as miniature clay art and coffee-brewing and offered a first class dine-at-home experience.
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