I experienced quite the opposite.
If anything, I felt the 4S to 5 took a bit of a battery hit, though both last long enough for me on a normal day's use.
For whatever reason, I think we see a sizable INCREASE in battery life this time around. There won't be any upgrade of the display (at least anything that would cause MORE power drain) and we've already heard accounts the SoC boost is not going to be as big as it has been in previous years.
Take the MBA as your example - Apple is focusing on battery life this iteration. The 5 already runs plenty well - I think we see a bit more power and a whole lot more battery from the 5S.