Especially in upscale, leisure-focused Hawaii travel, true premium economy class is a pivotal industry driver. Starting in just over a year, United Airlines will further help point the way. They are due to replace their Boeing 757 fleet, some of which still fly to Hawaii, with Airbus 321 planes that will feature a new dedicated premium economy cabin. And that’s merely the beginning.
The genesis of true “premium economy” began three decades ago. That’s when Virgin Atlantic became the first airline to offer such a product. The uptake was slow initially, but now it is gaining much momentum domestically, including to Hawaii.
Airlines that fly to Hawaii that currently offer or plan to provide an actual premium economy product on select flights include:
- American Airlines
- Delta Airlines
- United Airlines
Those who we believe will add true premium economy class include:
- Hawaiian Airlines
Just what is “premium economy?” Why it’s not about more legroom.
We keep saying “true” because premium economy isn’t United Comfort Plus, Hawaiian Extra Comfort, or Delta Comfort+ with extra legroom seats positioned in the same cabin as economy. Instead, it’s an entirely new and different product with a distinct and separate cabin.
Premium economy, as both a product and its pricing, is positioned directly between economy and business/first classes, both in what’s known as the hard and soft product (both physically and conceptually). This is fast becoming the recognized ideal solution for medium-range flights to and from Hawaii. It provides excellent benefits to both airlines and passengers.
Premium economy amenities include different, wider seats with leg rests, often in a two-across configuration instead of three-across, more attentive service, chef-inspired dining, sleep sets (blankets/pillows), amenity kits, and more.
Why is premium considered economy ideal for Hawaii?
On five-hour or longer flights to Hawaii, more room, larger seats, and better service in a seated (not lie-flat), more intimate, and higher-quality environment is a perfect fit. Your editors were looking at the UAL premium product pictured above, and we both said we would be pleased to have that accommodation on a flight to Hawaii instead of a lie-flat bed. However, on a 10+ hour flight, there becomes more reason for true lie-flat seating.
A recent report from travel analysis firm Cirium, which among things, analyses airline fleets, featured “insights and analysis focused on commercial aircraft configured with cabins marketed as Premium Economy, with a separate cabin to economy class and distinctly different from any ‘economy plus’ or extra-legroom seats.” That report, based on data from July 2022, is embedded below.
How does it price when compared with economy and business class?
We checked on United Airlines, flying from Chicago to Honolulu on their Dreamliner. The cost for Premium Plus was typically positioned about halfway between economy and business. As you see from the lead photo, this looks temptingly comfortable.
There’s demand for premium economy, which will grow exponentially to Hawaii.
US carriers American Airlines and Delta Air Lines each began to operate some aircraft with new dedicated premium economy cabins starting about five years ago. They were followed by United Airlines in 2019.
Widebodies have taken the premium economy lead.
American, Delta, and United now have 346 planes outfitted with an actual premium economy cabin. These are all widebodies.
These new cabins have been achieved by retrofitting older planes and in the delivery of new planes. United itself has 155 planes offering their “Premium Plus.” Most of those were retrofits during aircraft maintenance. Cirium said that in the past couple of years, 102 United widebodies underwent service at their Hong Kong facility when many installations took place.
Now fully 1/4 of all widebodies from these three US airlines feature a true premium economy class product.
Missed Opportunity For Hawaiian Airlines?
Today, Hawaiian says they will not add a premium economy product to their about-to-be-delivered Boeing Dreamliners. We doubt that decision will stick, however.
Why haven’t airlines jumped on premium economy?
Airlines have feared that passengers now choosing business class would instead choose premium economy. That could be true. It depends on the price point, which will evolve as passengers and airlines adopt this new travel method.
Is premium economy for you?
Priced halfway between economy and business class, it is a fascinating proposal. What’s your take?
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Except for added seat space, Hawaiian Air is currently the only airline that offers meals in standard economy and their flight attendants offer excellent service, throughout the aircraft, already.
Only benefit for adding premium economy on Hawaiian would be added seat space. I understand Hawaiian Air’s hesitancy in joining the Premium Economy hoopla, they already offer premium economy service in standard economy.
Carolyn S.
LAX to Honolulu three times in 2023. Flew on Hawaiian 1st class and so disappointed that the lie flat seats made it difficult for a 5ft.5ft. person reach the foot rest however better than the Delta first class seats which was the Neo 321 that had no leg rest at all.
Regretfully, we return with United first class and it was worse with a foot rest, narrow two seats and no access to any movies.
If you had a cell phone you would be lucky. United meal was the worst.
It is a continuation of the downgrade of aviation. The Megarich now fly in their own planes, True First Class is being replaced by Business First and Premium Economy replaces Business while Basic Economy is at the bottom as ever. So we have cutbacks on the frills and service of the old regime but whilst the comparative fares may look a deal, we are alas paying more for less. Then we have the focus to turn the FFB plans into a financial product and diversify away from air travel. Something tells me some of the heads at airlines will roll when the recession really hits and the loyalists who have been lost by the nickel and diming do not come back to bale them out. Interesting times. Keen to see what the Hawaiian Freight tie up will bring.
I would definitely be interested in Premium Economy. My husband and I just returned from a trip to Maui. We flew Alaska from SFO to Maui and treated ourselves to First Class. I was disappointed, as I thought First Class was going to be very special. We did have wider seats, but they only reclined a little bit, not enough to get comfortable and sleep. We did have a dedicated flight attendant, food and a blanket, but no other amenities. Next time, I will try another airline.
Hawaiian is unsurprisingly foolish by declining to offer this type of seating, nothing new from them. Money motivates their decision making, when demand isn’t met by them passengers will continue their exodus away. That’s when they will begin to offer passengers the alternative seating.
It’s as much about the service as it is about the seat. If you are paying for, basically, a larger seat for a longer flight, but get nothing more than that, then the price should simply reflect the fact that you are getting a bigger seat, and that is it. Everything else – the service from the back, is what you would expect in those bigger seats. Now if the premium economy comes with at least a bit better service, and the price reflects that then okay, I can see it. But what it may be coming down to is actually getting people to pay enough to make a profit on the flight.
From what I have been reading, Boeing is not planning on making much in the way of the mid size aircraft. That means no 787 or 777. However, they are planning on making a good many max aircraft 7,8 9 and the 10. As numbers get bigger the aircraft gets longer and holds more people. Seating arrangements will be up to the buyer of the max, with the 10 holding a good number of people.
Aloha
We have always flown United’s Boeing 757 from Denver direct to Kauai (except during the pandemic year), sometimes in their Economy Plus section, sometimes in their Business/First Class cabin. Since their Business/First Class section has now become so expensive- more that double what we used to pay- it will be back to Economy Plus for our trip in February. With my height, replaced knees and hip, I relish a little more legroom. A 2-by-2 Premium Economy configuration in the A321 will provide even more comfort, and for my wife and me, will be well worth the extra money.
Flew Premium Economy twice on American Airlines and once on Delta to and from HNL. Never on Delta again. Would like to try United and Hawaiian if possible. All airlines do not offer the same amenities or service.
Delta is currently flying the Airbus A330-900 NEO between Honolulu and Seattle that has a premium section with bigger seats and 2-3-2 seating at Delta+ prices. They are very comfortable.
Agree Fred. We just flew Delta into Honolulu on Saturday. Beautiful flight on the plane you mentioned. We really thought it was great. Staff was amazing and we had tons of room in the main cabin. We were on time with connecting flight as well. Wish I could say more positive stuff about Honolulu. It’s been 3yrs. The city seems so dirty. Some places have shut down permanently I’m sure due to COVID but the overall feel to me is with the locals is they are worn down. Probably have to work more than one job to stay afloat. Kinda sad really. We spend our time on the otherside of tge Island. Hawaii will always be beautiful but it’s definitely changed.
Another marketing ploy designed to separate old people from their money. Who am I to judge, the choice is yours
Everything is a ploy to separate people from their money. It’s called capitalism. 😉
Traveling East, especially East of the western States, it’s the lie-flat seats that make Business class attractive. United needs to do something about the bad food options.
I’m getting very tired of all the “levels” of economy fares these days. There’s the basic fare that doesn’t even assign a seat, there’s the economy fare where you finally get a confirmed seat, but it’s the seats in less desirable locations, and then there’s premium comfort seats that charges another $99-$120 a seat. On top of that, there’s baggage fees. Can airlines Please stop nickel and diming us for more $$???
On the contrary, segmentation of the products allow the consumer to choose the exact experience they want/need. I am absolutely for the Delta model of Economy/Economy Comfort/Premium Economy/Business. This is why I think Hawaiian is so archaic – they can’t separate themselves from their 90’s model to adopt further product developments – they are actually a perfect representation of this state: slow to act, stuck in old ways, and unwilling to embrace change.
So to provide new “premium economy” seats and cabins, how much more space are they going to take away from regular economy seats. Flying was a pleasure once upon a time. FAA or somebody needs to set standards of leg room and seat widths. I’m not sure if it’s just a rumor, but I thought there was a class action to get minimum standards set. I hope it’s true.
If they price it too high, for flights of 5 hrs or less, people might just pass on it. Premium Economy sounds like an oximoron in some ways. What it might end up being is the ‘overflow’ from Business class, as true ‘First Class’ doesn’t exist from the West Coast.
I flew it to HNL from the east coast recently on AA. It was very comfortable and well worth the price I paid. We did have a pillow and blanket however dining option was same for regular economy as premium. We did get the choice of two beers wines or spirits though.
Yes, please!
Paying hundreds of dollars for one of these seats over and above the standard economy fare is all fine and dandy if that’s what floats your boat (I’d never do it, but that’s just me). So go for it. But then please don’t also complain that local island park use fees and airport arrival taxes are ripping you off. Because that would be laughable.
Mahalo!
Air Canada also offers true premium economy on some flights.
Premium economy is a Must for all the airlines that fly wide bodies to Hawaii. It’s the perfect fit for passengers that do not want to pay for first class, which is filled with frequent fliers who have taken award seats. But are willing to pay for more comfort, better food, cocktails, and a quieter cabin. It’s simply perfect for the market for all USA gateways.
Looks and sounds nice. But honestly, flying twice a year to Kauai now, the price for economy is getting to be too much, especially with the ridiculous price of rental cars now. If the price of economy and rental cars keeps going up we will have to give up our timeshare as it is just getting to be too much!
scrunch into my “cattle car seat” take a relax pill for a couple hours shut eye and save a good amount of money to spend on something more tangible. I’m not too old to be uncomfortable for a couple of hours for a monetary reward.
We generally fly Hawaiian’s “extra comfort”, which on the NEO321 doesn’t have a lot of extra comfort, in my opinion, although on the 330 it is fine. This sounds like a step up from that, and I’d be willing to pay extra for that. Keep us posted on Hawaiian’s plans to expand to this class of travel.
Hi Lee.
We sure will. It’s an opportunity too good for them to pass up.
Aloha.
Thanks BoH for the information. We flew AA’s Premium Economy a few years ago, OGG – DFW. The seats were wider and pitch was greater but I have short legs and leg rest was still too short. We usually fly coach AUS – DFW and coach with 4 – 6″ extra legroom seats on the way DFW – OGG. That also gets us earlier boarding, reserved overhead bins and beer, wine, spirits. We are usually talking with other passengers about their Maui plans. On way back, OGG – DFW we try to get 1st/Business class w/lie flat seats. The 787 Dreamliner and the 777 1st /Business class pods are very comfortable for the overnight flight. The F/A’s have always been very attentive.