In focus

Published: 25/02/2010 - Filed under: Archive » 2010 » March 2010 » Special Reports » Features » Features » Special Reports »

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Alex McWhirter examines topical business travel issues. This month: Is 'comfort creep' spoiling premium economy?

It would seem the airlines may be losing sight of what premium economy represents. New products announced by Japan’s ANA and Air New Zealand (ANZ) will provide passengers with more space and comfort than existed in business class some 15 or 20 years ago. Indeed, ANZ’s new premium economy could be described as “business lite”.

The aim of premium economy, as espoused by its instigators – Taiwan’s Eva Air, Virgin Atlantic and British Airways – was to offer seating with more acceptable space and legroom. It transformed an ordeal that was to be avoided (ie, standard economy) into a more palatable travel experience. Premium economy seating on a wide-body B747 or B777 was typically disposed eight-across (2-4-2) with 38 inches (96.5cm) of legroom. Standard economy, by comparison, would be ten-across (3-4-3) on a B747 or nine-across (3-3-3) on a B777, with 31-34 inches (79cm-86cm) of legroom.

Premium economy was designed in this way so the airlines could price it to appeal to cost-conscious business people or quality-minded leisure travellers. But now we see ANA bringing out an improved premium economy cabin with 42 inches (107cm) of legroom, 12-inch TV screens, iPod connection and privacy screens. The airline is due to launch the new product in August.

The upgraded ANZ version is being fitted to a new fleet of B777-300ERs that debut on the Auckland-Los Angeles route in November and will reach Europe in April next year. It offers more spacious six-across (2-2-2) seating, compared with the present nine-across (3-3-3) version.

Not only are these ANZ seats more akin to business than economy class, but the amount of sideways space is impressive. Granted, it doesn’t match the exceptional four-across (1-2-1) business class offering seen on Singapore Airlines, but it beats BA’s 2-4-2 in Club World and the 2-3-2 layouts of the main European carriers such as Air France, KLM and Lufthansa. Only the amount of legroom (36 inches/91.5cm, but possibly greater when the seat is adjusted) and reduced angle of recline give the game away.

At this point, you might think I am being churlish – after all, I am criticising products that will offer an improved experience. The problem is that extra comfort with any airline eventually comes at a cost. Consider that business class originally cost little more than full-fare economy. Today’s vastly improved product goes for several times the price.

So far, premium economy prices, already pitched just above full economy fares, have not risen but the airlines remain guarded as to their future direction. However, pricing may not be the sole issue. A new trend is that improved premium economy is being accompanied by a downgrade of standard economy. Perhaps it is a way for the airlines to justify the investment they are making in premium economy. Or maybe it is a ploy to entice business people to pay more and upgrade. Consider that:

? When Icelandair brought in premium economy in late 2008, it abolished free food and drink in standard economy irrespective of whether you were flying 1,800km from Reykjavik to London or 6,000km between Reykjavik and Seattle.

? Air France is busy installing premium economy on its B777s while simultaneously retrofitting the economy cabin into a denser ten-across layout. The B747 is also configured ten-across but its cabin is slightly wider so the B777’s seating will be more cramped. The B777’s aisles will also be narrowed, making it less easy for staff and passengers to move around.

? Now Air New Zealand is emulating Air France. With little publicity, ANZ will also move to a ten-across economy configuration, while reducing legroom by an inch. The denser seating will first appear on the new B777-300ERs in November before other B777s are retrofitted.

It is especially disappointing to see Air New Zealand go down the ten-across route. Although this airline plies only a couple of routes from London, it has the distinction of operating some of the world’s longest flights, so comfort in all classes is of paramount importance. Let’s face it, who would look forward to ten-across seating on a 26-hour, 20-minute London-Los Angeles-Auckland marathon? (Although, to be fair, the airline says it has considered this – see our recent interview with ANZ’s Ed Sims at businesstraveller.com/tags/air+new+zealand.) Still, it’s ironic that in an age when passengers are larger than ever, the airlines give them less space year on year.

Although infrequent leisure travellers may not care about ten-across seating – price is usually their main consideration – there are plenty of business people who are opposed to this layout, judging by the postings both on businesstraveller.com and other online frequent flyer forums. It would seem that as more carriers adopt premium economy they will either raise fares or seek to downgrade standard economy even further. And that is not a prospect to relish.

What do you think? Have your say at businesstraveller.com/discussion

Next issue: trends in economy class