As a member of the Star Alliance, the world's largest airline group, Air China is this week giving its customers the chance to have their say in an important decision the alliance is making globally. The Star Alliance aims to enhance passenger satisfaction and consistency of experience among its 27 members by standardizing economy class seats, and Beijing has been chosen as one of only two locations to conduct research into which seats passengers prefer. This is the first time that such research, which is also being conducted in Germany, is to be held in China.

Air China has set up a special aircraft seating simulation zone in Beijing Capital International Airport for the research, which will last from March 24 to March 31. Selected from the airline's PhoenixMiles members, the 200 qualified participants have all in the past 12 months taken four international Air China flights and flown at least once for six hours or more on another Star Alliance member's flight.

Passengers will test seats currently being used and three new seat concepts from various manufacturers. Each passenger will spend 1.5 hours in the simulated cabin environment testing the seats. They will then complete questionnaires on various aspects of the seats, including the comfort, design and possible improvements as an important reference for Star Alliance in deciding which seat is the most suitable.

One passenger, PhoenixMiles Silver Card holder Mr. Tang, will participate in the survey on March 26 and has high expectations for the experience. "Although I have taken part in various car seat clinics in the past, this is my first time testing aircraft seats," he said. "I'm excited and honored to think that our opinions and feedback will have a direct effect on how aircraft cabins will be designed in the future! Air China really considers consumer needs, and I hope I have more opportunities to participate in such activities."