SWISS, Business Class – Airbus A 321: Zürich to Stockholm

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INTRODUCTION
The valiant M. and I are on our way to Shanghai to present a paper on the use of Rasch measurement in testing. The first part of our journey will take us from Zürich to Stockholm on SWISS.

GETTING TO THE AIRPORT
Yeah, that’s a bit of a problem in this case. Admittedly, the connection via Stockholm is not the best, with a six-hour layover in Sweden. Worse still, the flight from Zürich to Stockholm will already be departing at 06h50. Alas, the first train from Basel to Zürich does not arrive at the airport until 06h07 according to the schedule. Also, the Swiss Federal Railways are currently operating on a reduced summer schedule, and the information on their app is somewhat unreliable. I think if I were only travelling with hand luggage, I’d probably risk it. But with the big suitcase I’ll need to check in, I’ve decided to go to the airport the evening before and spend the night at the Radisson Blu at Zürich airport.

The Radisson Blu is not a very good hotel, I don’t think. But it has the advantage of being the only hotel that is directly connected to the terminal and check-in 1, which is home to SWISS.

CHECK-IN
The check-in area for premium passengers at Check-in 1 was done up not too long ago. It looks nice. Although I’m not really sure how having a little desk lamp on the counter top is supposed to enhance my experience… On the other hand, I must admit that the check-in process is very swift. Despite the fact that it’s the busy holiday period, there is no queue and the check-in agent immediately checks my suitcase all the way through to my destination.

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AIRSIDE
There is a separate access point to the security area for Business Class passengers. And there are two lanes open at the checkpoint for Business Class passengers. Pretty much like every other time I’ve travelled with the valiant M., I pass through security without a hitch, while he has to endure having the security staff more or less take apart his entire hand luggage, only to eventually tell him that he’s okay…

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THE LOUNGE
By the time the valiant M. has reassembled his carefully packed bags, it’s 05h23. The SWISS Business Class lounge doesn’t open until 05h45 though. So we mosey around the airside area for another twenty minutes before I can get my morning coffee fix.

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The SWISS lounge recently reopened after an extensive refurbishment, which, in my view, was long overdue. The first thing that strikes me, is that there are automatic gates to access the lounge. I find this quite striking, because it means that if you’ve checked-in online and you use one of the gates to access the lounge, even as a premium passenger your interaction with the airline is quite limited.

The lounge itself is nice, although the valiant M. and I agree that it’s also a bit sterile. I’m not sure what to make of the design though, because it looks like a strange mix between an IKEA showroom and a Starbucks coffee shop that has hipster written all over it.

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The good news is that there’s a lot more place to sit now. Partly, this has also been achieved because the smoker’s lounge and bar on the upper floor of the lounge have been removed to make space for extra seating. Although no food is permitted on the upper floor.

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BOARDING
Boarding for the flight starts at 06h30, twenty minutes before departure. Economy Class passengers are expected to use the automatic gates, while Business Class passengers can either use those or jump the queue and have their boarding pass scanned by the gate agent.

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THE CABIN
There are three rows of seats in the Business Class cabin with a total of twelve seats. Nine seats are occupied by paying passengers and two are taken by staff that have been bumped up from Economy.

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The seat pitch on the second row is good, as the x-rated picture of my hairy legs shows. To be honest, I prefer the second row to the first, because you can get on the plane last and just dump your bag under the middle seat of the row in front if the overhead bins are already full. There are no power plugs for passengers on this aircraft.

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I am seated on 2F, which is a window seat.

SERVICE
The crews on SWISS can be a bit of a hit or miss affair. Either they just really so couldn’t care less and make it painfully obvious, or they’re outstanding. There doesn’t seem to be anything in between. Luckily, today’s crew fall in the latter category. They are very courteous in the way they address the passengers, very polite and they make a point of addressing every passenger by their last name, literally every time they address them.

Once the boarding process is completed, the crew distribute the prepacked scented towels and a small bottle of still water.

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We take off in a northerly direction on runway 34. The flight time is announced as two hours.

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THE MEAL
Once the fasten seatbelt sign is turned off, the meal service begins.

The meal is served on one tray. There is a choice of two hot meals: a cheese omelette or scrambled egg with bacon, a small rösti and a grilled tomato. Also on the tray is a bowl of Bicher Müsli, a plate of fruit and another plate with cheese and butter. The crew make two rounds with the bread basket.

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Again, it strikes me that the crew are so attentive with their service. So far, I must say, I’m quite positively surprised by SWISS. This meals service is definitely way above the airline’s usual standards and the crew is excellent!

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ARRIVAL
The flight passes quickly and there’s a comfortable, quiet hush in the cabin as we head towards Stockholm. Eventually we land in Stockholm pretty much on time.

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CONCLUSION
This flight was really nice. The crew were attentive but still left passengers in peace and quiet. The experience with check-in and the lounge made me think though. Perhaps not even so much about SWISS specifically, but because of the way that air travel appears to be evolving. As I mentioned above, you can check-in, access the lounge and even board the plane without having to interact with a single person. Which mean that the first and only opportunity for the airline to interact with its passengers is through its cabin crew. But even in this respect, opportunities are somewhat limited if, for example, the airline offers buy on board.

For a very long time, the airline industry was very much focussed on hospitality and offering the passenger a personalised experience. But that no longer seems to be the case, or at least it is, but only to a lesser degree.

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