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Premium Economy Class - Why Will It Be So Popular To Travel In 2021?

2021-02-16T04:07:12.621Z


These premium seats, between economy and executive class on international flights, will be essential as travel resumes in 2021


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(CNN) ––

Premium economy class.

These words may seem like an odd combination in terms of air travel, as it's rare to find an airline where economy seats feel premium.

But these chairs, between economy and executive class on international flights, were even before covid-19.

And as we all start traveling again in 2021, they will become a must-have for many passengers.

Why Premium Economy Class?

It is a combination of factors.

First, the economic crisis means that business class travelers will "downgrade" to a premium economy class.

Whether it's people who have to travel for work and whose travel policies have been tightened, or luxury and leisure travelers who feel the pressure on their budget, but do not feel like feeling it on their knees or elbows during flights too.

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Second, frequent fliers will have miles to spend after a year of reduced travel.

And with those strict travel policies sometimes forcing business travelers into economy class, we're likely to see some of them go for slightly better seats with their points.

That's alongside confined leisure travelers looking for a bit of splurge, even in tough times.

Third is the fact that, after more than a year of living with covid-19, we are no longer psychologically used to being very close to other people.

It will feel very strange to think of doing that on a plane.

So the additional space in the premium economy class is welcome.

Emirates airline recently debuted its A380 which has luxurious premium economy class seats.

(Credit: courtesy of Emirates)

What is Premium Economy Class?

But what is the premium economy class?

It's basically a bigger seat, explained Ben Orson, the designer responsible for many of the most successful chairs of the last decade.

Orson is now Managing Director of Orson Associates.

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“The most important thing that a premium economy passenger seat offers is a significant improvement in terms of comfort.

This in comparison to the economic chair.

Premium economy seats generally provide an additional 5 to 10 inches of extra legroom.

Also a more generous recline with a legrest and an improved entertainment experience, whose screen is much larger, "he added.

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The seats are also about two to three inches wider, and there are usually one or two fewer seats in each row.

For example, eight seats in a Boeing 777 or Airbus A380, compared to 10 seats in most economy classes.

"This approach has paid off for airlines," Orson said.

"With British Airways and Virgin Atlantic saying that, for 1 square foot (0.09 square meters), Premium Economy is the most profitable part of the plane."

Premium economy class often includes improved meal service.

(Credit: courtesy of British Airways)

The premium economy class is found, metaphorically and on the actual plane, between the executive area –– increasingly spacious and luxurious–– and the economy class –– increasingly less spacious and less luxurious–.

Airbus refers to this growing gap as a "comfort cannon."

Matt Round, creative director of the Tangerine design studio, explains that it helps airlines to fill that gap.

He already added that alongside that larger seat, there are some added benefits.

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“Airlines tend to offer premium economy passengers access to higher priority services.

For example, free seat reservation, priority boarding and more luggage.

The services offered vary by airline, ”he commented.

Who uses premium economy class to travel?

Typically, riders initially approach premium economy from two directions.

Either going from economy or moving down the executive category.

"Before COVID-19, Premium Economy performed well for leisure travelers who wanted a little convenience or cost-conscious businesses large and small," explained Round.

"On some routes, business travelers tended to fly premium economy class during the day and return on a completely flat bed in business class for night flights."

EVA Air's premium economy cabins were among the world's first.

(Credit: EVA Air)

But, in places where business class seats have become more spacious and economy class seats have been reduced in both leg and elbow room, how have premium economy seats changed since their introduction nearly 30 years ago? aboard Virgin Atlantic and EVA Air?

"They haven't changed, not really," says Peter Tivez, director of the design house Factorydesign.

“When we designed the first British Airways World Traveler Plus seat in 2000, the basis for the customization of the chair was an aging business class platform.

These conventional reclining seats, although larger, were beginning to be replaced by upgraded business class offerings.

So there was a pretty obvious option to downgrade them from business to a reduced offering to sit between business and economics.

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Despite the many advancements in inflight entertainment and connectivity features - such as the paid inflight entertainment touchscreen, plug sockets, WiFi internet and more - the basic seat hasn't been transformed much, says Tivez.

“There have been a lot of new premium economy seats.

Some custom made, others derived from existing platforms.

But, they all follow the same principle.

What's in the future?

Tangerine CEO Martin Darbyshire noted that Premium Economy is "a lifeline for me as a business traveler running a private company.

And so I can't justify a business class flight when I want to. '

“For a day flight especially, Premium Economy is a comfortable way to fly with a reasonable quality of service.

The smaller cabin is also a benefit, as it creates a more private space, "he added.

Premium economy class is also very popular with seniors on vacation.

Precisely because they can usually book in advance to get lower rates.

More legroom is a key benefit of premium economy seats.

(Credit: Chris Rank / Delta Air Lines)

Business travelers, on the other hand, may find it expensive at the last minute, Darbyshire noted.

That said, these passengers - especially if they are also frequent travelers - are among the first to upgrade to business class if the premium economy cabin is filling up.

In general, says Orson, "the premium economy class will remain attractive to the very tall, the elderly, and anyone else for whom the economy class presents too great a physical challenge."

But, looking ahead, reflect on a point.

“Could it be that the approach that drove premium economy class in the first place - a considered selection of those aspects of business class that really matter to passengers today, such as comfort, technology, increased privacy, improved connectivity or a more distant boarding experience–– applied again to create a different way of traveling, perfectly adapted to the constantly evolving needs of our future passengers? ”.

Whatever the future, Factorydesign's Tivez noted, “Aviation is a battlefield for differentiation.

If an airline can offer, or pretend, something better, different or novel compared to its competitors, it provides a business advantage.

Planes

Source: cnnespanol

All news articles on 2021-02-16

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