One of the questions I get very frequently is from long haul travelers who wonder if paying more for premium economy is worth it. My answer is always the same, maybe. It depends on the carrier and the route.
Many years ego the evolution of a class that was not as tightly packed as economy but still not as luxurious as business class began when Eva Air first introduced Evergreen Deluxe. This had a seat pitch of 40 inches compared to economy which at that time which was about 32 to 34 inches. Yes you can see how much economy has shrunk over the years.
Eva had a nice recline seat, a separate meal and you felt like you were going to enjoy a long haul journey.
Virgin Atlantic was soon to follow on with a very similar product, including a separate checking in area, special meal and a glass of champagne before you took off.
British Airways was the next to step up their game. When they first started, they gave the same meal as economy, offered no pre-take off drink, no separate checking, but the seat was similar to Virgin’s and Eva’s. BA soon stepped up the meal service and check in and then also allowed lounge access.
Since then almost every major carrier has created their own premium economy. From Qantas to Singapore Airlines and on to Cathay Pacific they all now offer a good quality long haul alternative to business and first.
Domestic Carriers are Playing Catch-Up
American Airlines decided to come in a little later but the problem with most US legacy carriers is that they didn’t design special seating. Typically they just used their existing economy seat with a tiny bit more recline and a little more legroom because they simply took out a row of economy seats.
So for long haul and for those used to international carriers, these measures never really felt appealing. Delta has Economy Comfort which allows a little more recline but it’s basically the same service on domestic and international routes but with free alcoholic drinks. This is great for domestic but not worth much extra on long haul tickets.
Delta Airlines however announced last month that they will actually be designing a special seat for premium economy (Economy Comfort). I am excited to see how that looks as I am sure the other American carriers will follow suit.
International Carriers Continue to Up Their Game
Singapore Airlines recently developed a much more luxurious premium economy product as have Air New Zealand. Cathay Pacific also has a nice very size seat pitch.
So what’s the future of this mid class cabin?
I predict we will never see lay flat seats in premium economy. I think premium economy seats will develop to look more like the cradle seat British Airways used to have many years ago in business class. But they don’t want to cannibalize their business market too much especially now that many carriers are pulling back on first class.
Also Air New Zealand just announced they were changing their innovative product and Turkish Airlines is eliminating theirs. So the space is in flux but I think it’ll prove t be a winner for airlines and passengers.
First class has seen a decline on many airlines as they withdraw the cabin on certain routes. Cathay Pacific does not offer this cabin from Hong Kong to Australia or Canada anymore. And it doesn’t offer it on the Hong Kong to Newark route either. The luxury of first class is often more about the exclusivity, rather just getting a good night sleep which you can now achieve in most business class cabins.
New aircraft like the 787 does not have first class on almost any airline. Just look how Air Canada, JAL, Thai and United have configured their product offering. They have business, premium and economy cabins. I think it will be the same scenario on the A350’s as well.
This means going forward I see a bright future for premium economy as it fills a niche if done well.
Daniel Green, the Model Cook is a Celebrity Chef known for his healthy approach to food and living well. With TV, books, magazines and live appearances, Daniel spends his time helping fans to cook better, feel better and live better. He’s also an avid traveler and a self-confessed Foodie.
To contact Daniel or learn more visit www.themodelcook.com or follow on Twitter and Facebook.
