Lufthansa, Germany's largest airline, unveiled its new premium economy class on Wednesday, part of a 3 billion euro investment in seats to catch up with fast-growing rivals from the Middle East. The airline said the new class would first be available on long-haul flights from November on its Boeing 747-8, flying to destinations such as Washington DC, Los Angeles or Hong Kong.
Lufthansa is following around 40 other airlines that already have a premium economy class such as British Airways, United or Qantas. The premium economy concept has been around for more than a decade.
Lufthansa Passenger Airlines Chief Commercial Officer Jens Bischof said the airline had had sleepless nights about whether to introduce a premium economy class but was comfortable now the group had upgraded its business class, meaning there was enough of a difference between economy and business to justify the introduction of a premium economy. He said he believed the product was of a high enough quality that the airline would be able to snatch customers from rivals.
A return flight in premium economy, which give customers more luggage allowance, more space and bigger entertainment screens among other benefits, will cost on average 600 euros more than a regular economy ticket, but far less the average 2,000 euro mark-up for a business class seat, Bischof said.
"The biggest question is whether businesses will now book the class for those travelling on business," airline consultant Gerald Wissel from Airbourne told Reuters.
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