Post on 06-Aug-2020
transcript
‘TO BE BLUNT, THE ISSUE OF ENVIRONMENT WILL LIMIT OUR FUTURE UNTIL WE MOVE OUR THINKING FROM TACTICAL TO STRATEGIC. I CHALLENGE OUR INDUSTRY TO BUILD OUR FUTURE ON THE VISION OF AN INDUSTRY THAT DOES NOT POLLUTE–ZERO EMISSIONS.’ – Giovanni Bisignani,
Director General & CEO, IATA
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Travel, like trade, energy, food and now the environment, is about to become a geopolitical debate. This is because oil reserves will rapidly decline after 2030, and, with a disintegrating global ecosystem, there can be no future economic system.
In this context, there is somewhat of a paradox to modern air travel. In its current form, air travel threatens the very environment that inspires the desire to fly in the first place.
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25,000
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MILLIONBARRELS
YEAR
World oil depletionPer major producerSource:National Geographic, 2004
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Mankind will always want adventure; to explore and con-nect with others.
So, how do we satisfy this basic human urge without damaging the communities that fuel our passion?
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WELCOME TO FLIGHT2.0
The year is 2030. Conventional flight is the only transit system permitted to burn fossil fuel.
Conventional flight is thus regulated via new criteria and legislation. Governments have always regulated air travel. Nowadays, however, sustainability replaces slots.
‘New flight’ is encouraged and applauded, bringing with it a new series of values and priorities. Slow is beautiful: business and leisure models now support a different approach to mobility.
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ECONOMYBECOMESELABORATE
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Economy becomes elaborate.
For the vast majority of travelers, their travel ambitions are fulfilled through alternative methods of propulsion, such as fuel cells, helium and solar power.
Their journey is now as important as the destination, encouraging new business and partnerships to flourish. Slower becomes beautiful. Leisure models, ground and air services redefine themselves accordingly.
Subsidized by governments, subscripted by volume and supported by third party onboard businesses, elaborate product features become viable on a huge scale.
Through volume, the new world of ‘slowtopian’ travel becomes the economy travel, with a language that is more recognizable as first class.
PLEASE PULL OUTGATEFOLD
SO...
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Flight 2.0
15:00 SUNDAY 18TH AUGUST,
SAN FRANCISCO
Randy Yutani is cycling from his North Beach
apartment to the Golden Gate Skyship airport
a few blocks away.
Enroute, he grabs a few essentials but
because of the comprehensive and elaborate
onboard services of Skyship, knows that he
doesn’t need to take too much for the long
journey. Having checked in and already cleared
security, he can now cycle straight onto the
craft and into his personal cabin.
The very reasonable (government subsidized)
price of his ticket and time spent in transit
means that he plans his working week and
social life around the fact that travel for the
vast majority is considerably slower than it
was 30 years ago. it will take 4 days to reach
his final destination, New York City.
However, slower travel is now integrated with
society with the creation of multi-purpose,
hybrid facilities that spend almost 100% of
their life in the air. People can live, work, play
and travel in harmony and frankly, luxury
with the compromise being time. As a result,
commerce and trade now structures business
around slower travel. Meetings now start
mid flight with arrival at destination and
face-to-face meeting becoming the climax of
engagement.
11:00 CENTRAL PARK,
NEW YORK CITY
Slow is beautiful and very convenient. The
second stop for Skyship after Brooklyn and
before The Hamptons is Central Park.
Randy cycles off the craft and straight into
downtown via the special docking station.
On delivering its payload, Skyship gently
returns to its cruising altitude of 1000 ft and
drifts north bound.
10:30 IN TRANSIT,
THE SKIES ABOVE MANHATTAN
Waking from a good sleep, Randy views the
stunning vistas from his own private cabin. He
glances at the Manhattan skyline below and
surveys the huge atrium space that offers a
multitude of products and services.
These include eating, socializing, wellbeing,
working and even its very own on-board park.
The experience is more akin to ocean-liner
travel and the old days of First Class airline.
The sheer volume of passenger traffic,
government subsides in support of this far
less polluting technology (Combination nuclear,
fuel cell & solar power) mean that opulent
travel is now accessible for the masses.
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PREMIUMBECOMESPRIORITY
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Premium becomes priority travel.
Conventional flight is restricted and controlled, and constitutes no more than 10 percent of global traffic.
All non essential elements such as galleys, overhead stowage and even crew are removed from the cabin to maximize weight reduction.
Passengers wear ‘brand’ through specially supplied apparel. Airlines rethink business models, products and services to realize sustainable flight.
Conventional travel becomes essential travel. By default, premium. WHEREAS...
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Flight 2.0
06:00
BELLTOWN, SEATTLE
Liberty Harrington is packed and ready for her
flight from Seattle to New York City.
This, the last of her four approved flights this
year, is permitted by the United Nations Flight
Authority Council.
Liberty’s job as a leading cancer researcher
justifies her need for ‘fast flight’. Her reasons
for travel having been carefully scrutinized via
a strict criteria that prevents most applicants
from adopting this traditional form of flight.
The price point of fast flight is such now that
flying is only accessible for those who can
afford to invest in the significant premium for
consumption.
She brings with her the bare minimum of items
as she is only allowed one small carry-on bag.
Her carrier, OneWorld, thus supports her travel
needs through enhanced ground services.
The in-flight experience is deliberately void of
any non-essential product.
20:00
ARRIVALS LOBBY, JFK
Liberty selects the clothes, toiletries and
accessories needed at the airline service
point. This shared, pre-ordered and
comprehensive concierge has her entire
wardrobe ready, much like her hotel does for
space and comfort.
She will need to return her temporary clothes
and bag on return, ensuring that her flight
back to Seattle is as lightweight as possible.
13:00
IN-FLIGHT TO JFK
The fuselage and interior of the aircraft is
dramatically different from commercial planes
of 30 years prior as the interior architecture is
now governed by a different series of criteria:
Dramatic weight reduction and the only
payload now being passenger traffic.
No windows or galleys, exterior paint, crew or
class mean that the true value of fast flight
is placed upon the consumption of fossil fuel
and creation of carbon emission.
To maximize efficiencies, the plane is
configured to maximum seating capacity
without any product differentiation.
The experience, although comfortable,
resembles that of economy products of the
past with significant enhancements made to
support passengers prior to and post flight.
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Premium flight adopts a vernacular that is more associated with economy, and
Economy travel becomes an experience that is synonymous with premium.
This new dynamic re-educates the market to re-prioritize and appreciate what is truly important.
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THIS NEW APPROACH BRINGS WITH IT AN INTRIGUING IRONY:
QUALIFICATIONS FOR QUICK.
SUBSIDIES FOR SLOW.
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In other words:
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Flight 2.0 is a viable scenario for sustainable commercial air travel in a world where current predictions for oil reserves depletion and climate change prove accurate. By regulating ‘fast’ flight and encouraging ‘slow’ flight, our radical proposal which changes product, politics, perception and paradigm forces all major interests within the commercial aviation ecosystem - passengers, governments, airline brands and aircraft manufacturers, to reassess the consequences of burning fossil fuel for purposes of artificially fast, speed-orientated personal mobility. It also challenges the convention and perception of luxury and premium. Economy and volume. In its wake, educating passengers to appreciate the true cost of buying time and the forgotten advantages of structuring life around slower forms of personal mobility.