Air Berlin making European premium push in bid to end losses

Air Berlin is introducing business-class seats in Europe in a push to position the airline in a more lucrative segment of the market following years of losses. The carrier will begin reserving the first row of German and European flights later this year for premium customers, who will enjoy priority check-in and boarding, fast-lane security and lounge access before flights, Air Berlin said in a statement on Friday. The new offering will also include restaurant-style, in-flight food service, with customers individually served at their seats instead of a standard offering from a trolley. The switch is “the beginning of a far-reaching transformation,” CEO Stefan Pichler said. “We are making key strategic decisions that will pave the way to a sustainable future for the company and will clearly position Air Berlin in the premium sector. The new product will make us more attractive, particularly for business travellers.” Pichler, who became Air Berlin’s fourth CEO in as many years at the beginning of 2015, is under pressure to deliver a turnaround after the carrier suffered seven annual losses in eight years. So far, he has not presented the broader strategy revamp that the airline flagged last year. Etihad Airways, which owns a 29.2% stake, is demanding progress after several bailouts. <br/>