September 2015 57 Customer Profile The skies above the Pacific grow busier all the time, as airlines on both sides of the ocean put more planes in the air—connecting more cities. And a growing number of those passengers are from China. The rise of Chinese outbound travel, which exceeded 100 million passengers for the first time last year, is reshaping China Eastern Airlines. The Shanghai-based carrier operates six Boeing 777-300ER (Extended Range) airplanes, with 14 more scheduled to join its fleet in coming years. “The 777-300ER fleet will be the driving force for our Pacific plan,” said Liu Shaoyong, chairman of China Eastern Airlines. “It’s aimed at increasing our market development in the China-U.S. sector, including raising awareness of our brand, and increasing our market share in the North American market.” China Eastern is one of three major airlines in mainland China. With a fleet of nearly 500 long-haul and short-haul airplanes, it serves about 80 million travelers annually and ranks among the world’s top five airlines by passenger volume. The airline is also the largest 737 operator in China. In July it announced plans to add 50 Next-Generation 737-800s to be flown by China United Airlines, a wholly owned subsidiary of China Eastern. “We are confident that these new 737s will play an important role in positioning the airline for long-term success in the competitive Chinese commercial aviation market,” said Ihssane Mounir, senior vice president of Commercial Airplanes Sales for Northeast Asia. Liu said the airline’s goal is to provide customers with a world-class travel experience with Eastern charm. The 777-300ERs feature economy-class, business class with full-flat seating, and six private, first-class suites with 6-foot-7-inch-long (2-meter) beds. The Boeing Signature Interior sets the mood throughout, with LED lighting providing 23 potential colorscapes. With delivery of the first of 20 777-300ERs last September, China Eastern also has launched its new livery, a simpler, more free-form version, with the letters C and E in the shape of a swallow. Since November, China Eastern’s 777-300ERs have provided service from Shanghai to Los Angeles, followed early this year by New York and Toronto. It plans to further expand service to North America, Liu said. Strong traffic, lower fuel prices and the lower operating cost of the 777-300ER have made the airline’s North American routes profitable so far this year, Liu said, explaining that the airline had planned to make North America a “core profit generator” in three years’ time, but reached profitability sooner than expected. “We have been flying international long-haul for more than 20 years,” Liu said. “There have been profits reported in certain months by certain routes, but for the entire North America market to turn in profits, this is the first time.” n sunny.xu2@boeing.com Photo: A China Eastern 777-300ER (Extended Range) in flight. chad sla ttery Eastern charm for the long haul A growing fleet of 777-300ERs helps China Eastern expand service—and profits—in the North American market by Sunny Xu
Frontiers September 2015 Issue
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