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programme for our A380 aircraft major target market for the UK air- job repositioning its top economy
will also see an increase in the line for its very successful World product. Firstly, it has morphed its
number of Premium Economy Traveller Plus product which was premium economy on its Boeing
seats offered onboard the super- nearly always full. Sir Rod added” 777-300ER into what it calls
jumbo,” said the spokesman. but please don’t tell anyone.” But Premium. The improvements to

“Through surveys and feedback one airline that is finally getting the 24-seat cabin are numerous
from our customers, we know the message is Emirates, with with more legroom (41”) than any
there is a positive demand for pre- its President Sir Tim Clark tell- other Australian airline is offering.
mium economy from customers ing AA&A that it expects to have Passengers get a plated meal
travelling for business as well as premium economy in 12 to 18 services served on business
leisure travellers who do not wish months. “We are at the stage of class crockery and accompa-
to spend on premium classes, but finding what form [premium econ- nied by a selection of wines from
want to experience more in terms omy] will take,” Sir Tim said. That the business class cellar. There
of inflight offerings. As such, our move, probably linked to delivery is dedicated check-in, priority
Premium Economy Class is spe- of the Boeing 777X in late 2019, boarding and priority baggage,
cially designed to cater to this will force Qatar and Etihad to enabling Premium guests to
group of travelers.” respond. speed through airport formali-
ties. At the same time the airline
The Optimum Balance TWO AIRLINES has Economy Space+, which is
nother emerging group THAT HAVE REALLY available on all international and
are retired couples, who MASTERED THE MIX domestic flights. Passengers get
do not want to “waste” WELL ARE VIRGIN extra legroom, check-in via a ded-
Atheir savings but will not AUSTRALIA AND AIR icated Premium check-in counter;
travel in economy. Former chief of NEW ZEALAND. pre-boarding, preferred overhead
British Airways Sir Rod Eddington, locker; dedicated crew members
told the author that this was the Virgin Australia has done a superb throughout the flight; guaranteed
first meal choice; and premium
noise-cancelling headset. Air New
Zealand has done an amazing job
with Premium Economy since it
launched the product with just 12
seats on its Boeing 747s in 2005.
Now its 777-300ERs have 54, 20”
wide Premium Economy seats set
at 41-42” while its latest 787s have
33. This compares with Qantas
which has just 35 on its A380s
and as mentioned above only 26
on its 787s.
Clearly Premium Economy is a
winner but many of the players in
the race are taken very strange
flight paths or haven’t taken off
at all. As we see the rise and rise
of low cost long haul airlines such
as Scoot and Air Asia X, legacy
airlines are going to have to offer
far more value add products such
as Premium Economy to retain
market share.

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