As you pull down your tray table, wince at paying £5 (about R60) for a glass of lukewarm Chablis and settle in for a cramped and uncomfortable flight to sunnier climes this summer, take a deep breath and console yourself that there's hope on the artificial horizon.
From in-flight wireless internet and mobile check-ins to refreshed first-class lounges and smart new planes, the major airlines are spending some serious cash to keep us happy in the air.
British Airways is one of the biggest spenders with more than £5bn of investment over the next five years on new aircraft, including the massive Airbus A380 and the fuel-efficient Boeing 787 Dreamliner, while Virgin Atlantic is spending £100m on refurbishing its already luxurious Upper Class cabins.
With fuel prices rising and European airlines set to record a £375m loss this year, according to the latest figures from the International Air Transport Association, it might seem an odd time for the major carriers to spend huge sums on luxuries such as passenger comfort and consumer technology.
“The European and American airlines are spending to catch up with the big three Middle Eastern carriers,” says Henry Harteveldt, co-founder of Atmosphere Research Group, an airline research company. “Emirates, Etihad and Qatar Airways have grown rapidly and out-spent their competitors on passenger comfort, new planes and technology as well as price.
“Why then, if you can get a really good experience and save some money by flying via Doha or Dubai, would you stick with a tired European airline? This is exactly the question British Airways, Virgin Atlantic and the other major European carriers are trying to answer.” - The Independent