Industry leaders talk redefining passenger experience with smart seating
This is a special feature from the April 2025 AIX issue of PAX Tech Magazine, on page 32.
Cross-section Business Class in A320 Airspace cabin
Traditional aircraft seats have often left passengers feeling restless, but recent advancements are redefining the passenger experience with smart seats adding new layers of comfort.
Stefan List, Head of Cabin Market Insights at Airbus
According to Stefan List, Head of Cabin Market Insights at Airbus, “Seats are becoming more advanced with individually adjustable built-in features, e.g. speakers, noise cancellation technologies or lights. In order to also address the important health and wellbeing trend, interesting examples for premium seats are lumbar support, massage function or a heating and cooling function controlled by the passenger - as we know it from automotive. We see many interesting seat developments also allowing fine adjustments of the backrest and sleeping positions.”
Ultimately, he tells PAX Tech, it is the airline that defines the seat details for the aircraft depending on its passenger preferences, routes and business model. List says that, like Airbus, an airline maintains a close working relationship with seat manufacturers to discuss options for its respective aircraft fleets.
“The overall design of the cabin reflects the hospitality, positioning and branding concept of the respective airline and depends on a chosen ratio between exclusive passenger comfort vs. revenue space maximization. We observe a trend – that travellers want to personalize their journey more towards their preferences and needs and especially premium airlines make a move to look at options allowing for such a personalized passenger experience.”
Mark Hiller, CEO, RECARO Aircraft Seating
Mark Hiller, CEO, RECARO Aircraft Seating, believes that airlines can enhance passenger experiences by utilizing advanced seating systems equipped with technology that adapts to individual preferences and bodies.
“For instance, seats with memory settings can adjust automatically to preferred positions based on a passenger's profile or body shape,” he tells PAX Tech. “Additionally, integrated smart systems can allow passengers to control the ambient lighting and climate around their seats using mobile apps or touch panels, creating a personalized travel environment.”
Ross Burns, Head of Industrial Design, Thompson Aero Seating
The ability to create personalized profiles through airline apps is picked up by Ross Burns, Head of Industrial Design, Thompson Aero Seating, who notes that some even have functionalities to set certain criteria for the seat, such as heating levels, playlists and film favourites, before boarding. The passenger’s personal device simply connects to the aircraft’s Wi-Fi (often for free) and pairs to the seat. The passenger can then upload the profile to the seat. This personal touch can be adjusted and saved inflight to carry on to the next flight.
While personalization of the passenger experience has become standard for First Class Suites, where the seat, IFE and lighting controls integrated into the suite are controllable by the passenger or crew, the technology is now flowing into the latest generation of Business Class suites.
The suites may have become a much more technologically advanced place in recent years, but, says Burns, compared to other industries the aviation industry lags somewhat behind.
“Advanced wireless charging, wireless audio, immersive massage modes, heating and cooling, and haptic feedback all make up the next generation of premium seating options. New prospects such as Virtual Reality and Augmented Reality are starting to emerge too within IFE, bringing new experiences to the passenger. The airline’s role is a supportive one, embracing technologies such as these and giving them a platform on which to operate, to enhance the passenger journey,” he explains.
R2 seat with High Literature Pocket and PED Holder
For example, the "R Horizon" technology demonstrator from RECARO highlights how advanced technology can elevate passenger experiences by integrating a range of innovative features. It includes USB and power outlets for device charging, a transition to USB-C and wireless charging for enhanced convenience and Bluetooth connectivity for wireless audio, alongside modern IFE systems with interactive screens for streaming content. Additionally, the manufacturer has incorporated seat comfort technologies, such as built-in massage functions, climate control with heating and ventilation and ambient lighting, all designed to create a luxurious and relaxing atmosphere.
“Presenting eight new technologies, such as large secondary touchscreens, predictive maintenance, textile wireless charging units, jetlag prevention features, active seating for in-flight exercise and headphone-free audio, ‘R Horizon’ exemplifies the commitment of RECARO to leveraging technology for enhanced personalization and comfort. Based on customer feedback, some of these innovative features may be integrated into serial products like the R7,” states Hiller. Some of these advancements will be on display in Hamburg at the Aircraft Interiors Expo (AIX).
Alastair Hamilton, Vice President of Sales & Marketing, Aircraft Seating at Collins Aerospace
For Alastair Hamilton, Vice President of Sales & Marketing, Aircraft Seating at Collins Aerospace, enhancing passenger comfort through ergonomic design will continue to be a key priority to evolving the passenger experience. As with the other manufacturers interviewed, Collins puts its seating products through a battery of static, dynamic and real-world tests to provide the latest in comfort design, while optimizing weight and cabin layouts and meeting critical safety standards.
VantageNOVA in zero-g position
Another trend to watch is enhancing IFE, particularly in how seating and IFE suppliers can work together earlier in the design process to create more holistic solutions that complement and build off one another’s strengths. Hamilton says a great example of this is the Maya concept Business Class suite Collins and Panasonic Avionics co-displayed at AIX 2024.
“The development of Maya was a fully collaborative process between the two firms from the earliest design and build process, showcasing what the future of premium aircraft seating could be,” Hamilton explains.
Hiller highlights the importance of fostering strong partnerships between airlines and seating manufacturers, especially in staying abreast of technological advancements. “By investing in modular and upgradable seating platforms, airlines can more easily integrate new features as they become available. Additionally, gathering and analyzing passenger feedback is essential for understanding evolving preferences and ensuring that adopted innovations align with passenger desires.”
