FIRST the war was fought with baffling frequent flyer programmes. Now, Asia's airborne executives will be relieved to learn that carriers are embarking on a campaign to win over first and business class passengers - a competition about comfort.
Seat pitch and recline, flight attendant to passenger ratio, on-board telephones and faxes, cordon bleu cuisine and faster check-in are offered.
Frequent-flying miles remain with us, of course. But carriers seem to accept that these are confusing.
Consider, for example, Cathay Pacific's latest bid for a greater share of the lucrative, but competitive, business traveller market.
It is spending $1 billion for passenger service improvements.
'It's the biggest enhancement of business class,' said Tim Fitzsimmons, Cathay's general manager for marketing.
