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EXCLUSIVE INTERVIEW | Air Canada is planning its next step in Business Class, building on its current high level Signature Class offering (photo above). Air Canada already meets basic traveler expectations of a fully flat bed with direct aisle access on long-haul flights. But the time has come to take that experience to the next level.

But if the current Business Class (Signature Class) service meets usual expectations, how much more can things be improved? Besides, what should the airline take into account when planning the evolution of its Business Class offering? To find out, I talk to Mark Nasr.

Nasr is Air Canada’s Executive Vice President of Marking and Digital. He is also chairman of Aeroplane. We’re both in Dubai for the invitation-only IATA AGM, where he highlights what high-flyers can look forward to.

Air Canada’s current Business Class

Air Canada already has a very competitive Business Class offering. After flying it a number of times, I can say that today’s Signature Class suite is one of the most comfortable Business Class beds in the sky. We even stated that in an airline review Boeing 787 experience from Vancouver to Brisbane.

Speaking of the current product offering, “we were the first North American carrier with herringbone (seating) and then the first North American carrier with reverse herringbone,” says Nasr. “We were actually one of the first carriers in the world to have a…reverse herringbone configuration. I think there were three of us in the whole world.”

“We have long believed in private business class pods,” he continues. Compared to cabin layouts that require you to step over a fellow passenger, this type of seating has “more benefits than not.” But the Air Canada Business Class product flying today was developed a while ago – thus the need for the airline to take things to the next level.

“One of the downsides of being in first place, of course, is that we have a seat that was introduced to the market now 10 years ago on our first 787-8. And that delivery was delayed from what we expected. So you can almost see it as a product that we designed fourteen years ago, that should have been implemented twelve years ago, that will come in ten years, that kind of thing.’

Design of a new Air Canada Business Class cabin

Now that the need for the next generation of Air Canada Business Class has arisen, what is going through the team’s minds as they plan that evolution? “Our view on products is that we first look at functionality,” says Nasr. When considering new features or changes, “what real customer needs are we solving?”

On the planning side, “we meticulously go deep into research, testing and testing. The product team we have is very globally oriented. (They have) experience from designing private jet cabins with Bombardier to working for various airlines including Asia Pacific Airlines (and) for various seat manufacturers. So it is a team that really knows their class and profession. I’m very proud of them.’

“When we look at things like wireless charging, when we look at things like doors, when we look at things like second or third IFE screens and other types of accessories, we ask ourselves, what does this solve? Does it add real customer value to the process? And what are the trade-offs?’

Nasr explains that “everything in the cabin is a potential trade-off. More weight, less space for mechanisms, more seats, fewer seats, storage space, et cetera, et cetera.’ The tricky part is finding the balance that works best, not only on the plane, but also on paper.

That next-generation premium cabin product

Air Canada plans to introduce a brand new Business Class product to its upcoming Airbus A321XLR fleet. The XLR is Airbus’ newest long-haul narrowbody aircraft. It’s so factory fresh that only the A321XLR has that just now entered service, marking the first ever commercial passenger flight in November 2024 with Iberia, the launch customer.

Nasr confirms that ‘we will introduce a new product on the A321XLR, and we will introduce a brand.’ Tip: The name of this product may not be Signature Class, as with the airline’s current premium pointed end offering. It will of course be something special for the XLR. The design will reflect the fact that for us it is a long-range aircraft, despite being a narrowbody.

But there’s more in store once the XLR flies. “We are introducing a brand new product of the 787-10,” Nasr tips. There will be new seats in all three cabins: Business, Economy and Premium Economy. And that will be our new standard for widebodies in the future.’

Air Canada has firm orders for 18 Boeing 787-10s, with options for another twelve. As for what’s inside, “we’re not ready to reveal the details yet,” Nasr says with a smile. But he does share that the new seats won’t just be exclusive to the Boeing 787-10. The airline will also “retrofit a number of our existing widebodies.”

I’m asking if privacy doors could appear in the new design. Finally, American Airlines has already confirmed that the A321XLRs will have this in the flagship cabin. “I would say, if doors make sense, we’ll have them. And if we thought they don’t make sense under certain circumstances, we won’t have them. We are happy to explain to you what we chose at the time and why we chose it.’ Watch this space.

Also read: Why Air Canada’s Aeroplan Doesn’t Deal With ‘Carrier Costs’

Images courtesy of Air Canada. Chris Chamberlin attended the IATA AGM in Dubai as a guest of IATA.