Air New Zealand Pacific Class - the beginning of domestic business class

 

Air New Zealand Pacific Class (domestic) 

Air New Zealand Pacific Class (domestic)

Following the launch of Ansett New Zealand providing main-trunk competition between Auckland, Wellington and Christchurch for the first time, in 1987, Air New Zealand rushed rather quickly to respond.  Whilst Ansett New Zealand for some time offered a domestic first class (later rebranded to business class), Air NZ decided to emulate its international business class in terms of branding - as it had already called business class "Pacific Class" to distinguish it from other airlines (following the likes of many international airlines, such as Singapore Airlines which for years called its business class "Raffles Class").

Air NZ had only had a business class since 1981 with the introduction of its Boeing 747s, but by 1987 it had introduced its Boeing 767-200ERs all of which had Pacific Class on board, with reclining seats (and notably no First Class).  The airline had been operating a few regular domestic services with its 767s for a couple of years, but this was not daily, and few passengers availed themselves of paying for the better seating with such an occasional schedule.  However, this leaflet is for the introduction of Pacific Class on its Boeing 737-200 fleet operating on routes between Auckland, Wellington, Christchurch, Dunedin and some services to Hamilton, Palmerston North and Invercargill at the time.  

Air NZ sold Pacific Class as being "just $22 more than the standard one-way economy fare" (not a discounted one), about $53 in 2023 prices.  What would you get for that and how does that compare to the later iteration of business class and indeed priority service today with a single class domestic service?

• Priority checkin (standard today for those with Gold or Elite status, or Koru Club membership)
• Koru lounge access (albeit lounges only available at the time only in the four main centre airports)
• Fruit juice, hot refresher towels and complementary newspapers on board
• Seats that are sheepskin-covered, but still standard economy seats, with the centre seat folded down as a tray - this is similar to intra-Europe business class on almost all airlines, such as Lufthansa, British Airways and Air France/KLM, but also Air NZ Works Deluxe on international A320 services today.
• A two-course meal on all breakfast, lunch and dinner flights, with snacks in between meal times (noting smoked salmon, fresh fruits and cheeses).

Air NZ finishes the leaflet noting it has four classes of service on 737 services. Economy, Pacific and City Saver and Super City Saver (the latter two are no-frills with 25% and 50% discounts on fares, but are on aircraft with a different LOPA (no Pacific Class seating) and no on-board catering).

What isn't included that would be expected with a short-haul business class today (and was part of the last iteration of domestic business class service) is:

• Priority boarding
• Additional luggage allowance
• Priority luggage
• On-board bar service (mentioning fruit juice but not alcoholic drinks indicates Air NZ didn't have a licence for in-flight alcohol on domestic flights as of yet.

This leaflet heralded the start of a "golden age" of domestic main trunk competition between airlines based on service.  The images of the Koru lounge, full of people dressed for business, are intended to illustrate that there is "no need" to pay to join, when you could cough up money and have access before your flight. The other image of the cabin is intended to depict the space available with a blocked middle seat, plus on-board meal service (with coffee cups not wine or beer glasses!). Clearly a mock-up as the economy cabin is behind a wall!  This was only the first iteration of domestic business class by Air NZ, as it competed with Ansett New Zealand for the high-end domestic market.

Domestic business class was abolished in 2002, following the airline's restructuring in the aftermath of the collapse of Ansett Australia, and the Government partly renationalising the airline. The reasoning being that few passengers paid for business class on domestic routes (the notable main users were Members of Parliament, passengers with onward international business class connections or passengers with Airpoints status using domestic upgrade vouchers).