21 May 2014

Lufthansa Premium Economy

Turkish Airlines has decided to discontinue its award winning* Comfort Class service in 2013** but its rival Lufthansa is going to launch its Premium Economy service by the end of this year. First of all, I may say that it looks like LH did its homework well and this trial is far more promising.

In general, I believe that the most challenging part of this new segment is pricing.

From a passenger point of view, I am ready to pay extra for additional space, better seat comfort and food on a long-haul flight but this price difference shouldn't be more than 50% of the regular economy ticket.

Lufthansa is asking for 1199 € for a premium economy ticket between Istanbul and New York, while the Economy Class is 595€ and Business Class is 2675€.

Lufthansa has also launched a micro site to promote this new service. It is very simple yet sophisticated, easy to navigate and to the point. A very good example for new product marketing. Visit http://premium-economy.lufthansa.com to experience the site and learn more about LH's premium economy.


Then answer; would you pay double for a premium economy ticket?

* Skytrax - Best Premium Economy Seat 2011
** Gradually, by delivery of new B777s