Pioneered by Air New Zealand, the "skycouch" is a revolutionary idea for the economy class cabin. Basically it works like this: a couple can buy the third seat between them in a three seat configuration (eg. the Boeing 777 usually is configured 3-3-3). The seats can be converted into a comfortable lie down configuration that is shared by two individuals. Usually the third seat is sold for half price, so for a little more money a couple can buy a lot of comfort on a long haul, such as USA to New Zealand or Australia. It's certainly a much more affordable option than buying a business or first class seat.
Asian airlines are adapting this technology. Read more about this story here.