Development of the Upper Class Dream Suite and Specialist Crew Training

In 2011, we continued developing our next-generation Upper Class Dream Suite, preparing to introduce an updated premium cabin designed around greater comfort, personal space and improved sleep on long-haul flights. The project formed part of a wider investment in our Upper Class experience, combining redesigned seating, cabin interiors and personalised onboard service. Our in-house design team worked with specialist design partners, including Pengelly Design, to develop the new seating concept, with passenger feedback and testing helping to shape the final product. As preparations progressed, we also developed specialist training to help cabin crew create a quieter environment for passengers, particularly during overnight flights. This included appointing Richard Fitzgerald as our first Whispering Coach, responsible for advising crew on their tone, speaking volume and approach to communicating with passengers. The training drew on feedback from focus groups, test flights and speech specialists, with crew taught to speak at approximately 20–30 decibels when passengers were resting. The aim was to minimise unnecessary disturbance while maintaining attentive onboard service. The development work prepared us for the introduction of the new Upper Class Dream Suite in spring 2012. It reflected an approach to premium travel that considered the physical cabin environment alongside the way our crew delivered service, with passenger comfort and uninterrupted rest central to the design.