Designed to meet the needs of diverse passengers in a changing world, Pearson Lloyd’s Allegris Business Class seat and cabin experience was launched by Lufthansa in Spring 2023.
The Allegris business class cabin experience is rooted in a year-long, multi-faceted co-creation programme of primary research and ideation conducted by Pearson Lloyd and Lufthansa, alongside sector partners, which encompassed an over-arching industry review, individual passenger interviews, creative workshops, mega-trend mapping and creating new user profiles and future landscapes.
The research revealed that business class is no longer a one-note category for corporate travel. With more people in control of where and how they work, business travel has opened up to a broader user base of travellers who do not want to compromise their travel experience. These ‘master’s of space and time’ might be creatives or freelancers. They might be travelling solo, or with colleagues or families. They might be looking to relax, sleep, work, meet, or be entertained in transit. Given the multiplicity of user needs, a single-concept solution would no longer be enough.