To follow up LHR/MEL/Europe FF, there were less ultra long-haul flights until the 747-400 came into service. I remember flying a TG flight from Copenhagen that stopped in Rome and Baghdad en route to Bangkok.

Also, as frequency was much more limited, most travelers arrived in their destinations a day or two before their meetings so there was plenty of time to rest up, whereas today it's off the plane and directly to business.

That said, Philippine Airlines and I believe JL had for various times beds in the upper deck bubble of their 747-100s and 200s. In fact, prior to the jet age, there were often beds in planes, but as the jet engine reduced travel times, the beds were replaced with standard seats.