For those who have recently had their bottom squeezed for 20-plus hours in economy flying to the UK to ease the squeeze on the company’s bottom line, relief is at hand. It’s called premium economy.
For those who have recently had their bottom squeezed for 20-plus hours in economy flying to the UK to ease the squeeze on the company’s bottom line, relief is at hand. It’s called premium economy.
British Airways led the charge on routes to Australia, introducing World Traveller Plus in the late 1990s. Singapore Airlines followed – to the USA on its non-stop flights – in 2004, and Air New Zealand joined the club from August this year.
Rumours are rife in the industry that a number of airlines will introduce a premium economy on their new A380s, to be introduced from Decem-ber 2006 with Singapore Airlines.
Premium economy with about 17.8 centimetres more legroom has resulted from the leapfrogging competition between airlines for passengers’ hearts and bottoms.
In 1979 there were just two classes on travel – first and economy. In economy passengers enjoyed seating configuration of 86cm seat pitch and only nine seats across the cabin on a 747 (3-4-2).
Qantas introduced business class in 1979 with eight seats across the width of a 747 and about a 97cm seat pitch. Ever since, airlines have strived to ‘out frill’ each other, resulting in beds in most business class offerings today.
However, while business class has soared in comfort levels, economy has come under pressure as airlines strive to meet passenger demands for ever-lower fares.
With a few exceptions economy is now at about a 79cm seat pitch and on a 747 there are now 10-seats across the width. This move has put the economy seating and our wider and taller frames on a collision course.
For Perth business travellers the choices are growing.
British Airways offers its World Traveller Plus on all its 777s and 747-400s around the globe and will be refitting its 767 fleet shortly. On a flight to London, Perth passengers transfer to a British Airways 747-400 from Qantas at Singapore.
Singapore Airlines offers its new Executive Economy (EY) on the Singapore to/from sectors to the US of its one-stop Perth-New York or Perth-Los Angeles service. EY seats are set at 94cm pitch and there is on less seat across the width of the aircraft.
The seat has in-seat power, reclines 20cm, a leather adjustable headrest, innovative leg rest and foot rest, and a 23cm personal video monitor for Singapore Airlines video-on-demand. What do all the extra centimetres mean? A tidy 22 per cent extra space.
And talking of numbers the ratio of flight attendants to passengers increases from 1:32 to 1:23, although on Singapore Airlines you would swear the ratio is even better as they patrol the cabin throughout the night.
From Perth the return fare to Los Angeles is on special at just $1,699 plus $430 taxes, which involves economy class from/to Perth on Singapore Airlines’ 777s and then Executive Economy on the airline’s A340-500s to the US.
Air New Zealand is offering its Pacific Premium Economy on its Auckland-San Francisco and Auckland-Los Angeles services.
The airline has been overwhelmed by the response to the new product and is now planning to increase the number of seats available.
Group general manager marketing network and sales, Norm Thompson, told WA Business News that Air New Zealand had “received overwhelm-ingly positive feedback from customers”.
Air New Zealand sold almost 8,000 Pacific Premium Economy sectors even before the new long-haul product officially entered service in early August.
“The level of sales clearly illustrates that we have successfully identified an area of high demand for long-haul travellers,” Mr Thompson said.
“To have sold the equivalent of approximately 340 Pacific Premium Economy cabins on a Boeing 747 before customers have even tried the product is an outstanding result.”
For those who want to pay premium prices there is Business Premier, which combines the former first and business class and features Virgin Atlantic’s flat beds, used under licence but at business class prices.
The seat/bed design has a 59-centimetre wide leather armchair that converts forward into a 2.07 metre bed.
There is also an ottoman footrest that doubles as a visitor’s seat and direct aisle access for all passengers, in-seat power and a high resolution 26cm screen to view the on-demand entertainment system.
“This bed has been over four years in development and Virgin Atlantic has over 50 modifications to meet customer requests,” Mr Sims said.
For those who want more space than economy and some of the frills only found at ‘the pointy end’, Air NZ has introduced a new class called Pacific Premium Economy, which is located adjacent to the premium cabin.
On the 747 this will be on the upper deck and feature the largest seat pitch in its class at 99-101cm, together with generous seat width, on-demand entertainment on a personal 21cm high-resolution screen. The seat reclines 50 per cent more than the standard economy seat and each seat has a full leg rest and foot bar.
Passengers get all the benefits of the premium cabin, including the same beverage service, mood cabin lighting and in-seat power for laptops.
Premium Economy also has a dedicated check-in.
Fares for Premium Economy start at just $2,984 plus taxes for a Perth-Auckland-Los Angeles return flight utilising economy on the Perth-Auckland sector.
Economy class has been renamed Pacific Economy and retains the generous 86cm seat pitch – 5cm more than most airlines.
“This extra legroom is extremely important on longer-haul routes that will appeal to Australians and New Zealanders, who are the world’s tallest travellers after the Dutch,” said Air NZ general manager international airline, Ed Sims.
