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Air New Zealand has unveiled what it calls the first major improvement in economy class travel comfort in 20 years - beds.
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The beds are formed by foot-rests rising to the level of three adjacent seats. A blanket and loose normal-sized pillows complete the arrangement.
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Passengers would need to buy the three seats together.
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The passengers would also need to be ready to sleep together in small families or couples.
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The airline's "Skycouch" follows a wildly successful safety campaign by the company in May 2009, which featured well-formed cabin staff wearing nothing but body paint.
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Sleeping together
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"For those who choose, the days of sitting in economy and yearning to lie down and sleep are gone," chief executive Rob Fyfe told reporters.
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"The dream is now a reality, one that you can even share with a travelling companion - just keep your clothes on, thanks."
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Developed in-house by Air New Zealand (ANZ) designers and engineers, about a quarter of all long-haul economy seats will convert to Skycouches.
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They will take up the first 11 rows in the economy cabin of the airline's new Boeing 777-300 planes.
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Passengers will pay the standard economy fare for two seats and receive the middle seat for about half price.
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Presuming it is a couple that buys the seat, the total amounts to about NZ$7,600 ($5,400, £3,335) for a return flight to London.
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Single passengers in business class lie-flat seats pay nearly $7,140 for the London flight, and a single premium economy seat that does not recline to a bed costs nearly $4,300.
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'Clever design'
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Analysts expect the new seats to be popular.
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Passengers will be tempted because of the extra comfort offered at a price that is still much less than beds in business or first class, said travel journalist Simon Calder.
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"It's a very good initiative for an airline specializing in long-haul flights," he said.
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Aviation analyst David Learmount said the ANZ beds would probably appeal to those who pay extra for premium economy, which offers bigger seats but no bed option.
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"The clever bit is that, by just redesigning a seat, ANZ can offer whatever people want to buy. They will have to absorb the penalty of slightly heavier, more expensive seats, but the extra revenue should deal with that."
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ANZ could even look at making some money by licensing their design, Mr Calder said.
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Air New Zealand was facing bankruptcy in 2001 but was rescued by a deal in which the government bought back 75% of the company - one of the country's re-nationalisations of formerly privatised enterprises.
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The seats go on sale in April and will gradually be introduced on the 340-seat 777-300s from the end of this year flying between Auckland and London via Los Angeles.
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