Over the past decade, premium economy has emerged as a favored option among airline travelers. With economy seats becoming more cramped and business class offering greater comfort, there’s a growing demand for a middle-ground experience.

Star Alliance member Thai Airways is the latest carrier to adopt this trend, announcing plans to gradually launch a premium economy class.

In this post:

- Thai Airways’ strategy for launching premium economy
- Premium economy offerings on ex-Virgin Atlantic A330s

**Thai Airways’ strategy for launching premium economy**

Thai Airways has recently disclosed its intention to add a premium economy cabin to the majority of its long-haul fleet. This rollout will occur in two main phases:

1. **Boeing 777-300ER Fleet**: The airline will reconfigure its 17 Boeing 777-300ER aircraft to include a premium economy section.
2. **Future Boeing 787-9 Deliveries**: Premium economy will also be introduced on upcoming Boeing 787-9 planes, with up to 80 on order (45 firm orders and 35 options). Deliveries for these aircraft are expected to commence in 2027.

The introduction of premium economy by Thai Airways is set to be a gradual process. The airline has yet to provide a timeline for the 777 reconfigurations, and the Boeing 787 deliveries are still a few years away. Additionally, details about the premium economy product on these new jets have not been disclosed.

Adding premium economy to an existing fleet is inherently challenging, requiring significant time and investment. It’s difficult to effectively market the new class until the fleet expansion is substantial. For instance, travelers flying from Europe to Australia via Bangkok might hesitate to purchase a premium economy ticket only to find themselves in economy class on part of the journey.

**Premium economy offerings on ex-Virgin Atlantic A330s**

Before rolling out a dedicated premium economy product, Thai Airways will start offering this class on select secondhand aircraft acquired from other airlines. Following the retirement of numerous jets during the pandemic, Thai Airways has been acquiring used planes to support its growth.

For example, the airline has recently taken on two Airbus A330-300s from Virgin Atlantic, both equipped with premium economy cabins. Consequently, Thai Airways will make this cabin available on flights operated by these aircraft.

Initially, these A330s will serve routes to Delhi (DEL), Fukuoka (FUK), and Mumbai (BOM). These destinations may not have the highest demand for premium economy, but the airline believes the A330 is well-suited for these markets and aims to capitalize on the premium economy offering.

Passengers on these flights will find a 48-seat premium economy cabin arranged in a 2-3-2 layout. The seats provide 38 inches of pitch, 21 inches of width, 7 inches of recline, 10.5-inch touchscreen displays, four-way adjustable headrests, and pull-down footrests.

While specifics are limited, Thai Airways promises that premium economy travelers will enjoy “specially curated meals and beverages” along with dedicated amenity kits, although further details have yet to be revealed.

**Conclusion**

Thai Airways is joining the growing number of airlines offering premium economy, marking a significant step for the carrier and aligning with industry trends. Initially, this class will be available on A330s acquired from Virgin Atlantic, with plans to reconfigure existing 777-300ERs and include it in future Boeing 787-9 deliveries.

This development is promising for Thai Airways, though the airline’s history of aircraft swaps may introduce some complexities to the rollout process.