Offering a whole new travelling experience to passengers is Air New Zealand's Boeing 777-300ERs with its innovative seat experience.

The exclusive seating features are installed in the economy, premium economy and business premier classes.

The ability to customize the 777-300ER has enabled Air New Zealand to create a number of world firsts, said Ed Sims, Air New Zealand Group General Manager.

The airline offers in the first 10 rows of economy class unique 'Skycouch' seating, known as CuddleClass, which allows passengers who book three-wide seat space to raise the footrests with the touch of a button to create a lie-flat space similar to a sofa at home.

The 'Spaceseats', on the other hand, are present in the premium economy classes and feature a larger seat area and more room between passengers. When the seat reclines, it slides forward, preserving the personal space of the passenger sitting behind.

We've created the world's first economy seating that enables people to lie-down, and a Premium Economy seat many airlines call Business Class, said Sims.

All seats have in-seat power and USB connections, allowing passengers to connect their MP3 players with the in-flight entertainment systems.