Redefining longhaul travel: Time-of-day-based service designs emerge

In contrast, eastbound overnight flights are classic red-eyes. For instance, departing New York at 6 pm results in a seven-hour flight that lands at 1 am body time but 6 am UK time. This schedule leaves passengers with minimal sleep due to service routines that occupy several hours.

Efforts to maximize sleep have led to various passenger experience innovations over the years. These range from pre-order meals in premium classes to economy breakfasts featuring long-life croissants. However, not all innovations have been positively received.

The introduction of aircraft like the A321XLR has implications beyond transatlantic routes. Eastern Australia to Southeast Asia routes are slightly longer while Western Europe to the Middle East routes are shorter. Longer versions of these flights simply add more hours to existing concepts.

The A321XLR received EASA type certification in July and can fly up to 11 hours with an optional additional center tank. According to Airbus vice president cabin marketing Ingo Wuggetzer during the Aircraft Interiors Expo in Hamburg, this provides airlines with a “fantastic” and “low-risk” opportunity for long-range routes.

The A321XLR has attracted over 550 orders from various airlines including low-cost carriers which "could redraw the budget holiday map," according to The Telegraph.

With narrowbodies flying longhaul routes, there is potential for designing service concepts that consider passengers' needs based on time of day. For instance, a "long afternoon" service might include preloaded content stations at lounges or gates followed by larger lunch services onboard with signature cocktails or mocktails. Snack rounds could feature experiences like afternoon tea or ice cream during movies akin to Virgin Atlantic’s famous usherette trays.

For red-eye flights, maximizing sleep would be crucial. Lounge dining could be beneficial here along with light supper options as grab-and-go items at departure gates for economy passengers. Offering amenity items like eye masks and socks at gates instead of onboard could also reduce unnecessary load on flights.

These changes would require more control around gate areas and additional space compared to larger twinjets but could evolve alongside longhaul flying practices as we know them today.