Premium economy
askance. The word simply refers to a crossbred species of animal, particularly canine, where the best qualities are inherited from both parents. Known as hybrid vigour, this makes the offspring far healthier than a pedigree thoroughbred. Whether premium economy fulfils all the
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criteria is a moot point. It is certainly a hybrid model at least, traditionally based on the economy cabin, but enhanced by borrowing many of the superior elements found in business class. As to vigour, industry reactions are
mixed, with the jury of travel management companies giving differing verdicts, based on client uptake of the cabin in between. In theory, it should be a godsend in an
age of corporate austerity, and is often stipulated in companies’ travel policies, although executive travellers are, not surprisingly, keen to hold on to their business class benefits.
A mixed picture The Guild of Travel Management Companies (GTMC) takes a positive stance on the cabin’s viability. Its CEO Paul Wait says, “Many SMEs utilise the excellent range of premium economy cabins as an affordable way of travelling to long-haul destinations. The success and relevance of this cabin in our view will continue indefinitely in light of the government’s desire for an export- led recovery and a greater percentage of exports being driven by the small-to- medium sector.” Christian Gleave, CEO of Review Travel,
agrees but adds a word of warning. “We have seen an increase in travellers choosing premium economy. It is a good hybrid product, allowing cost-conscious travellers to enjoy a more comfortable journey without paying a business class fare,” he says. “However, different airlines offer different
levels of quality and additional space and service in this class. We therefore advise clients carefully on what they should expect when we book premium economy class for them,” Gleave concludes. While premium economy, warts and all, seems to meet widespread demand in these difficult times, not all are convinced it is experiencing growth. Gary Hance, director of IT and yield for the ATPI Group, says: “I remain unconvinced
irline marketing people might blanch at the term, but premium economy is something of a mongrel. They need not look
about the perceived growth of premium economy and would instead argue that business class still reigns supreme among business travellers,” he says. “These days, more cabin classes are being added all the time, and based on this, I would contest that any increase in premium economy is merely by default. Put simply, with so much choice, cabin selection isn’t as clear cut anymore.”
Great expectations So what does premium economy offer that attracts both praise and controversy? In essence, it can be a separate cabin or
a dedicated section of standard economy. Whichever form it takes, compared to the back of the bus, it promises between five and seven inches of extra legroom, wider seats, larger seatback TV screens, laptop power points, and often a premium meal service and wifi access. Dedicated check-in desks, priority
boarding and access to airport lounges are less common, but are sometimes also a part of this attractive little package. The clincher for many travellers is price. Book well in advance and premium economy fares are generally 85 per cent more expensive than standard economy. This drops dramatically closer to the departure date, when it can work out only 35 per cent more costly, although the difference can be as little as ten per cent. And seats in the 'cabin in between' are generally 65 per cent cheaper than flying in business class. Almost a dozen airlines flying from the
UK provide a premium economy cabin on their long-haul routes, with upgrades in the pipeline for many others.
Pictured: Left: Air New Zealand; Below: Air France ➔
THE BUSINESS TRAVEL MAGAZINE 65
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