Premium economy h“ Premium economy is a good ybrid product, allowing cost-
conscious travellers to enjoy a more comfortable journey without paying a business class fare
” ➔
Airline upgrades British Airways is investing more than £5billion on new aircraft, smarter cabins and airport lounges, plus new technologies to make the traveller’s lot “more comfortable in the air and on the ground.” Part of the sum has already been spent
on World Traveller Plus, BA’s premium economy cabin, which has benefited from upgraded catering, new seats and an improved amenity kit. Cathay Pacific claims its premium
economy class, offered on flights from London Heathrow to Hong Kong, has been so popular it is to be introduced on the airline’s regional routes. The airline's James Tong, general manager, revenue management, says, “Our premium economy class has been very well received by our long-haul passengers, with many telling us it is a genuine upgrade in the travel experience as well as being good value for money. A total of 74 long-haul aircraft are now
fitted with premium economy, he adds. The product extension was introduced in October 2013, meaning passengers on 22 regional routes to and from Hong Kong now enjoy the facilities previously only available on flights such as those from the UK to Hong Kong: a separate cabin, seats with a 38-inch pitch, a large meal table, a 10.6-inch personal TV, in-seat power outlet, extra baggage allowance, dedicated check-in counters, priority boarding and 110 per cent Asia Miles accrual. Air France has announced an overhaul
of its economy, premium economy and business class cabins, with the updates taking to the skies this summer. Its updated premium economy cabins
will have more comfortable seat cushions, a multi-position footrest and greatly enhanced inflight entertainment systems, among other improvements, and the meal
Above: United Airlines Below: Japan Airlines
service has already been upgraded. The airline will gradually equip 44 Boeing 777 aircraft with the new seats and inflight entertainment systems. Such expansion of the premium economy cabin should be proof that it is a product the airlines cannot afford to ignore – and two more carriers will join the fray in 2014. Lufthansa’s membership of the club has been a long time coming but it has announced that it will graduate this year. Premium economy will be installed on
its entire intercontinental fleet. In a statement, the airline confirms it will be a substantially upgraded economy product to fill the gap between the business class segment – which features a seat that converts to a fully flat bed – on one hand and classic economy on the other. Further details will be unveiled at ITB in Berlin, a leading trade show to be held in March this year. Meanwhile, Lufthansa has only revealed the cabin will feature new seats, and installation of the product will start in the second half of 2014, with the entire long-haul fleet scheduled to be equipped by early/mid-2015. Air Canada, which is undertaking a major
expansion of international services to Europe, is the other new entrant in the premium economy stakes, planning to stamp the maple leaf logo on the sector in the forthcoming year. “The introduction of our new international
premium economy has met with extremely positive customer feedback,” says Ben Smith, Air Canada’s executive vice president and chief commercial officer. Services with the new cabin will take
off on March 1 between Vancouver and London Heathrow, with the summer service from Montreal launched at the beginning of the summer schedule. Premium economy cabins on the routes
will include a seat with a 38-inch pitch; a new, state-of-the-art entertainment system; in-seat power points; premium cuisine; a hot towel with the meal service; increased baggage allowance; and priority boarding, check-in and baggage handling.
➔ 66 THE BUSINESS TRAVEL MAGAZINE
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