Premium economy class: is it worth a premium?
Premium economy class hits all the right corporate notes: it falls in line with cost containment requirements and still caters for traveller wellbeing. This is reflected in the growth of these cabins, both in number - more airlines are introducing them - and in the percentage of the aircraft they represent.
In British Airways’ new A350s, there will be the same number of premium economy seats as there will be business class. But BA is not alone in upping the ante; American Airlines is removing eight business class seats from its B787-8 Dreamliners, reducing the premium cabin to seat just 20. The airline is making the move in order to add 28 premium economy seats to its biggest aircraft.
Premium economy’s smaller, but still aspirational. Seat pitch and width allow carriers to fill the space with more passengers, and today’s premium economy seats do not too different from the business class seat of the 1980s. In fact, where a three-cabin format of first, business and economy was standard back then, it is fast becoming the norm now. The names have changed to business, premium economy and economy, however.
Airlines hope to seduce passengers into trading up from economy, rather than downgrading from business class, which may explain why the name includes the word “economy”, though exceptions include BA’s World Traveller Plus, United’s Premium Plus and Delta’s Premium Select.
For the traveller, the benefits are worthwhile: more comfortable seats – generally a minimum pitch of 38 inches and recline of 7 inches – plus leg and foot rests, though not always integral. For example, Cathay Pacific has leg and foot rest in one, BA has a leg rest but the foot rest drops down from the seat in front.
Better food and beverage, an amenity kit, bigger choice of entertainment with noise cancelling headphones and quality screens are also part of the deal. And priority check-in, security clearance, boarding and bag handling add to the comfort factor.
Premium economy launches
The first of these services was launched in 2007, but there is still a raft of newcomers entering the mix. Emirates has announced the introduction of a premium economy cabin in 2020, with around 56 seats on its new A380s and up to 28 on B777s, while other aircraft will be retro-fitted. This is largely in response to financial pressures from competitors, a greater number of low-cost carriers on medium and long-haul routes, and the increasing likelihood that there will soon be planes that will fly some of the world’s longest journeys point-to-point, eating into hub traffic.
In 2021, Finnair’s premium economy cabin makes its debut, and Swiss’s service will comprise 24 seats on B774-300ER aircraft, eventually extending to the entire long-haul fleet.
US carriers also entered the fray relatively late. American Airlines led the way in 2016 and now provides premium economy on most of its wide-bodied transatlantic aircraft. Delta Premium Select took flight in 2017 on A350s, and B777s are now being fitted. And United Airlines’ Premium Plus became available on flights from Saturday 30 March 2019.
To mark its centenary year, British Airways has announced a £6.5bn investment plan, which includes new furnishings, service, amenity kits and an improved menu in World Traveller Plus, which will be introduced this year. Enhanced seats will include adjustable leg, foot and headrest, and will be available on BA’s A350s.
Cathay Pacific launched premium economy in 2012 to bridge the gap between business class flat beds and economy. On average, 10% of seats on B777-300ERs and A350s are dedicated to the service, the latter featuring the improved second generation.
“Today’s premium economy seats don’t look too different from the business class seat of the 1980s”
The premium economy cabin accounts for 8% of Philippine Airlines’ capacity. UK country manager, David Cochrane says it’s particularly popular with “corporate customers who no longer approve business class travel for their employees”.
Unusually, Singapore Airlines runs a two-cabin service on flights between New York Newark to Singapore, with just premium economy and business class; otherwise, the cabin represents around 9% of any aircraft but that’s set to change. According to SIA’s General Manager UK & Ireland, Sheldon Hee, “on the basis that our newest A30 aircraft, which began flying in December 2017, has a higher number of premium economy seats than our other aircraft types, arguably we do see demand growing.”
Lufthansa launched its premium economy cabin in 2014 so has witnessed first-hand the significant growth in demand among corporate clients. This is probably directly related to the additional rest that a passenger is likely to get as a result of 5-7 inches more legroom. The number of seats in Lufthansa’s premium economy cabin can vary from 21 on A330s to 52 on its Airbus A380s. It is available on numerous services to destinations in North and South America, as well as Asia.
Air France launched in 2009, however since then the premium economy market has grown by more than 400%. The service takes up some 9% of the airlines long-haul capacity - and from January this year, the airline’s latest generation seats have been appearing on the airline’s A330s, giving a 40in pitch and 130° recline, against the original 38in and 123°.
Hot competition ensures that standards in premium economy continue to rise - and this reflects enduring corporate demand. The service strikes the right chord both financially, and in service levels, which is a rare combination.
How do the airlines compare?
| Airline | Premium economy cabin name | Seat pitch/ recline (in) | % of seat capacity* | Benefits in the air | Benefits on the ground |
|---|---|---|---|---|---|
Air Canada |
Premium Economy | 38/7 | N/A | Better F&B, adjustable head rest, 11in screen on B787–8, 8.9in on A330-333 |
Priority check-in, boarding and baggage handling, 2 23kg bags |
| Air France | Premium Economy | 40/130° (new, A330) 38in/123° (old) |
8–9% | Fixed shell seat, better F&B, 13.3in screen, adjustable foot, leg and head rests | Fast track, 29kg luggage allowance, unlimited digital press |
| American Airlines | Premium Economy | 38/6 | N/A | Better F&B, enhanced amenity kit | Priority boarding |
| British Airways | World Traveller Plus | 38/8 | N/A | Better F&B, screen size varies according to aircraft, leg and foot rest, 12in screen |
Priority boarding, 2 23kg bags, meal pre-ordering |
| Cathay Pacific | Premium Economy | 40/9** | 8–12.3% | Better F&B, leg and foot rest, 12.1in.2 screen, full leg rest |
Dedicated check-in, priority boarding, 2 35kg bags |
| Delta | Premium Select | 38/7 | N/A | Better F&B, TUMI amenity kit, 13.3in screen, adjustable leg and head rest |
Sky Priority, including faster check-in and security clearance, priority boarding and baggage, 2 32kg bags |
| Lufthansa | Premium Economy | 38/8 | 6–11% | Amenity kit, foot rest, 11–12in screen |
2 23kg bags |
| Philippine Airlines | Premium Economy | 38/8 | 8% | Better F&B, 13.3in screen, leg and foot rests; free unlimited Wifi on the A350 |
Priority check-in and boarding, 1 35kg bag |
| Singapore Airlines | Premium Economy | 38/8 | 9% | Better F&B, 13.3in screen, leg and foot rest, headrest wings |
Priority check-in & baggage handling, 1 35kg bag, meal pre-ordering |
| United Airlines | Premium Plus | 38/6 | 6.5–9% | Better F&B, 13in screen, leg and foot rests |
Premier Access check-in, priority boarding, discounted entrance to United Club lounges, 2 23kg bags |
| Virgin Atlantic | Premium | 38/8 | N/A | Better F&B, new afternoon tea, Wonder Wall social space with self-serve snacks and soft drinks |
Seat selection, priority check-in and boarding, fast bag drop |
Notes:
* Figures are approximate and vary per aircraft **Measurements are for second generation seats on A350
Source: as provided by individual airlines
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