April 1 Alert: Swoop brings lie-flat seats to its single class cabin

WestJet has had a proud tradition of April 1 spoofs. Now it extends to Swoop:

Swoop has set a new bar in ultra-low-cost unbundling with the introduction of its Recline-for-a-Dime™ product. The feature, expected to be configured across the fleet by the end of April 2019, allows travellers to insert a dime into the armrest of their seat in exchange for two-inches of 30-minute timed recline. Credit card tap is also enabled for even more convenience.

The cost to lie completely flat is $0.90, though travellers can fully customize the amount of time and the degree of recline they prefer, in $0.10 increments. When the time is up, the seat gently returns to its upright position. Swoop’s Flatter-than-Flat feature is offered for an additional $0.10, allowing travellers who have purchased the lie-flat option to further stretch their spine.

“Lie-flat luxury seating seems to be all the rage these days,” said Steven Greenway, President of Swoop. “Our travellers now have the option for a premium experience without breaking the bank. It’s a pivotal moment in the world of ultra-low-cost travel and only the beginning for product innovation at Swoop.”

Staying true to the ultra-low-cost model, Swoop cut the cost of reclining from the fare so travellers are only paying for what they use. Swoop is the only airline in the world to have the patent-pending air-worthy automated seat-recline technology.

“An innovation that truly has your back….”

For years, ULCC’s have been targeted for having cramped, unfriendly seats. Wanting to dispel this stereotype, Swoop conceived Recline-for-a-Dime while inadvertently discovering a few added benefits. Studies have shown that reclining at least six inches every 20 minutes on flights over 1.5 hours increases circulation and prevents thrombosis and swelling. Studies have also concluded a relationship between reclining and a reduction in jet lag. All the more reason to recline for a dime.

“It’s about dime! Recline.”

The standard degree of recline on most airlines that offer a premium economy option is eight inches. Market research has shown potential dissatisfaction from those seated behind a seat that is reclined more than this. In these cases, the non-reclining traveller can purchase Swoop’s 5-degrees-of-freedom option, which prevents the seat in front from reclining past the eight-inch satisfaction threshold.

The feedback from the cabin crew has been overwhelmingly positive. With the automated seat technology in place, gone are the days of monitoring that all seats have been returned to their upright position for take-off and landing.

Swoop expects to further develop the offering by introducing dynamic lumbar support, massage, motion-sync to streaming music and discounted recline-credits for the frequent traveller.

One from WestJet: