AIRLINES Continental introduces perks for full-fare business passengers

The airline hopes the perks will increase full-fare travelers' loyalty.
HOUSTON (AP) -- Continental Airlines is planning to pamper customers who pay full fares with guarantees of no middle seats, priority boarding and baggage handling and even new carpet in boarding areas designating their higher status.
Gordon Bethune, chairman and chief executive of the Houston-based airline, said the move is intended to provide services for customers seeking more than what they get from low-cost carriers and perks that differentiate them from discount-fare economy travelers in the next row.
"There are still people who want creature comforts," Bethune said Monday.
First-class and business-class travelers for all the major airlines get the usual perks of boarding first and access to exclusive clubs during layovers. But economy travelers who pay the full ride generally get only the benefit of a refundable ticket.
Continental hopes its so-called "EliteAccess" program will increase loyalty among and attract more full-fare business travelers. Bethune said about 36 percent of the airline's profits now come from business travel revenues, compared with 45 percent during Continental's heyday in 2000.
The move will allow full-fare customers to obtain boarding passes quicker, obtain upgrades to first class if space is available, get through security checkpoints faster where permitted and board aircraft before boarding is opened up to all those seated in economy class.
More than 350 boarding gates will be modified with new blue carpets and gold stanchions marking the path to priority boarding.