German state carrier Lufthansa unveiled at ITB Berlin its new Premium Economy seat which will start to equip its aircraft from next November. Asia will start to get the new configuration by early 2015.
BERLIN- Comfortable new seats with up to 50% more room as well as additional service options, this is the promise made by Jens Bischof, CCO & Member of Lufthansa Board in charge of sales, product and marketing during the annual press conference of the airline in Hall 25 of ITB Berlin. “We listened to the wishes of our customers asking after a Premium Economy and spend many months testing our future product”, explained Mr. Bischof during the presentation of the mock-up Premium Economy.
The new travel class can be booked from May onwards and will be available from November 2014, initially on the Boeing 747-8. The new seats will gradually be fitted on the entire long-haul fleet within twelve months. “Our Premium Economy Class will create a completely new travel experience that combines affordability with greater comfort. The seats offer up to 50 per cent more room than Economy Class and will position us in a premium segment within the international competitive environment,” said Jens Bischof.
The need for a Premium Economy became obvious as the gap between Economy and Business classes became increasingly larger. Lufthansa recognized also that in rough economic time where travel policies downgrade travel requirements to save money, the need emerged for a intermediary class. Especially as the competition has already adopted the Economy Premium for a long time.
The new product will enable Lufthansa to conquer back these business or premium private travellers, that Mr. Bishof puts at an estimate 1.5 million travellers per annum. The new Premium Economy Class offers considerably more space and comfort as well as many additional product features, but is closer to Economy Class than Business Class in terms of its average prices. “On average, the price custom will pay for travelling in Premium Economy instead the Economy will be around € 600 compared to € 2000 for a trip in Business Class”, said Mr. Bischof.
The new seats were designed in partnership with the company muller/romca Industrial Design in Kiel and produced by the seat manufacturer ZIM Flugsitz near Lake Constance. Depending on the aircraft type, they are up to 3 centimetres wider and provide greater privacy as well as approximately 10 centimetres more room at the side thanks to each seat having its own wide armrest and a centre console between the seats. The back rest can be reclined further and the seat pitch is a significantly more spacious 38 inches, or 97 centimetres. As a result, passengers have around one-and-a-half times as much room as Economy Class. Added comfort will translate into two arm rests, adjustable foot rests, the integration of electrical socket as well as a bottle holder space. They will onboard benefit from an enhanced menu and a travel kit. On the ground, Economy Premium users will be able to check in two luggage of 23 kg each and also use Lufthansa business class lounges for an extra € 25.
Lufthansa will have up to 52 seats depending of the aircraft. All aircraft will be equipped with the new Premium Economy by summer 2015 with the first flights to Asia being programmed for early next year. Some 3,600 seats are due for installation.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
