Korean Air Lines Co., South Korea’s top full-service carrier, on Tuesday unveiled a plan to introduce a premium economy class in September at lower prices than its rivals to lure the growing number of customers seeking more comfortable flights.
Korean Air plans to operate the premium economy cabin, dubbed Premium Class, a travel class positioned between standard economy and business class in terms of price and amenities. The airline is set to provide the service for short- and medium-haul routes without disclosing specific destinations.
While pricing varies by route and travel dates, fares are generally around 110% of standard economy class fares, Korea Air said.
Global full-service carriers usually charge up to 130% of regular economy fares for their premium economy seats. Air Premia Inc., a famous South Korean budget airline with wider seats, offers a similar service at 40-50% higher prices than standard economy fares.
INCREASING DEMAND FOR PREMIUM ECONOMY CLASS
Rising income has led to more travelers seeking a more comfortable flight experience without the high costs of business class.
To meet the growing demand, Korean Air is set to invest 300 billion won ($215.6 million) to upgrade 11 Boeing 777-300ERs by the end of next year to include premium economy class.
Korean Air’s Boeing 777-300ER aircraft (Courtesy of Korean Air) “We’re committed to bringing the fully redesigned Boeing 777-300ER and new Premium Class to as many customers as possible,” said a Korean Air official.
Global airlines such as Singapore Airlines, Air France and Air Canada have been providing premium economy classes. In South Korea, Asiana Airlines Inc., Korean Air’s subsidiary, also offered such a service from 2017.
Korean Air sought to retrofit its Boeing 777-300ER fleet for the service from 2018 for a premium economy class, but the plan has been delayed due to COVID-19.
MORE COMFORTABLE
Korean Air announced that the new cabin will feature 40 seats in an eight-abreast layout designed for greater comfort.
The class offers approximately 50% more space than existing economy class seats, with a seat pitch ranging from 39 to 41 inches (99 to 104.1 centimeters), according to the carrier. This pitch exceeds that of many premium economy products offered by major global airlines.
The 19-inch wide seats recline up to 130 degrees and come equipped with both leg and footrests, Korean Air said. The seats also feature ergonomic headrests for gentle support and include wing-shaped sides to protect privacy from the next passengers.
Korean Air’s premium economy class seats (Courtesy of Korean Air) Passengers can enjoy an enhanced in-flight entertainment experience with 15.6-inch 4K resolution screens, which are larger than the previous monitors in the business class on the same aircraft, according to Korean Air.
On international routes, premium economy class passengers will enjoy a refined single-tray meal service, including a main course dish, appetizer, and dessert from the business class menu, served on Armani and Casa tableware, the airline said. Beverages, including wine, coffee, and tea, are the same as those served in the business class.
Premium Class passengers will also benefit from priority ground services, including priority baggage handling.
