Dragonair today unveiled its brand-new First Class seat together with a range of inflight products that will further enhance the overall travel experience for passengers.

The product announcement was made at a media event hosted by Dragonair Chief Executive Officer Patrick Yeung. Speaking at the event, Mr Yeung said: “At Dragonair, we look at every single detail of what we offer our passengers in order to examine how to better meet their needs. We strive to provide the best – from the quality of the seats and other product details to the food we serve inflight. We are very excited about the latest product developments we are announcing today.”

Earlier this year, Dragonair announced a comprehensive upgrade in its cabins, with new Business Class and Economy Class seats and a new inflight entertainment system, Studio^KA, providing full audio and video on demand in all classes.

Dragonair Chief Executive Officer Patrick Yeung said: “With the rollout of our new First Class, we can ensure that the journeys of all passengers, in all classes of travel, are even more relaxing and enjoyable. This overhaul of our inflight offering demonstrates our commitment to offer superior products and services to our passengers, and also underlines Dragonair’s commitment to long-term expansion and development.” 

Dragonair’s new First Class seat is a passenger-led design that aims to refine comfort, versatility and function. Every aspect of the new product has been thoughtfully designed around the passenger’s needs.

Inflight shopping has become another integral part of the overall passenger experience, and at today’s event Dragonair unveiled a new line-up of items for sale in the first quarter of 2014. The full range of more than 350 products, with over 140 new items and a number of Dragonair-exclusive items as well as a selection of products from social enterprises, will be available for sale in the January-March issue of emporium, the airline’s inflight shopping magazine.

Mr Yeung said: “Passenger tastes and lifestyles have changed in recent years and inflight sales is now about much more than duty-free shopping. At Dragonair we have been working hard to enhance the inflight shopping experience in recent years, moving from simply selling duty-free alcohol or perfumes to offering passengers a more sophisticated shopping experience with an ever-increasing choice. We also want to highlight our commitment to the community, and in the upcoming season we will support new Hong Kong social enterprises by selling their products onboard.  We hope that while enjoying their inflight shopping, passengers join us to give something to the community.”

At today’s media event, Dragonair also showcased its latest seasonal inflight menu which features a variety of Chinese-style hot pot rice dishes. Offering a healthy alternative for passengers, this season’s hot pot rice dishes feature fungi, including a variety of mushrooms, as the key ingredients and consist of six brand new dishes in First Class and six in Business Class on flights from Hong Kong to Beijing and Shanghai.

The airline’s inflight food menus are always well received among passengers. Earlier this year, Dragonair invited passengers to vote for their favourite Asian and Western dishes in different classes through a social media campaign. Over a six-week period the airline’s dedicated social media sites received more than a million views. The 36 dishes that received the most votes from fans are now being served on selected routes until mid-April 2014.