Alan Joyce, the Chief Executive Office of Qantas Airways, has suggested creating a new class of cabin for its ultra long-haul services - one that could include making use of the cargo hold.

Fresh from launching the first direct passenger service to Europe, linking Perth with London’s Heathrow, Mr Joyce reportedly expanded on his vision for "Project Sunrise" - the airline's goal to fly non-stop from Sydney and Melbourne to the UK and also directly to New York within four years.

Part of his grand plan includes exploring the use of the cargo hold to create train-like berths and a space for passengers to exercise, Fairfax Media reported.

"One of the concepts that we have is maybe if we're not carrying freight you do something lower where cargo is on the aircraft, do you have an area where people can walk? Do you have berths like on a train?" Mr Joyce reportedly told the Australia-United Kingdom Chamber of Commerce in London on Tuesday.

"There's a lot of 'out there' thinking that's going on," he told the audience, according to a recording of Mr Joyce's comments that was leaked to Fairfax Media.