In recent years, premium economy has steadily become a favored option among airline travelers. As standard economy seats have become more cramped and business class offerings more spacious, there is a growing demand for a middle ground that offers enhanced comfort without the higher price of business class. Star Alliance member Thai Airways is the latest carrier to adopt this trend, announcing plans to gradually introduce a premium economy class across its fleet. **In this post:** - Thai Airways’ strategy for premium economy - Implementation on ex-Virgin Atlantic A330s - Conclusion **Thai Airways’ Strategy for Premium Economy** Thai Airways has recently disclosed its intention to incorporate a premium economy cabin on most of its long-haul aircraft. This expansion will occur in two main phases: 1. **Boeing 777-300ER Fleet:** The airline plans to upgrade its fleet of 17 Boeing 777-300ERs by adding a premium economy section to each aircraft. 2. **Future Boeing 787-9 Deliveries:** Premium economy will also be featured on up to 80 Boeing 787-9s that are on order, including 45 firm orders and 35 options, with deliveries expected to commence in 2027. The rollout of premium economy is expected to be gradual, as there is currently no fixed timeline for reconfiguring the 777s, and the introduction on the 787-9s will take several years. Details regarding the specific features of the premium economy product on these aircraft have yet to be announced. Introducing premium economy poses challenges, including the time required for fleet reconfiguration and ensuring sufficient enrollment to make the product viable. For example, passengers traveling routes like Europe to Australia via Bangkok may be hesitant to pay extra for premium economy if part of their journey remains in standard economy. **Premium Economy on Ex-Virgin Atlantic A330s** Before the official launch of its dedicated premium economy product, Thai Airways will offer this class on certain secondhand aircraft acquired from other airlines. Following the retirement of numerous jets during the pandemic, Thai Airways has been expanding its fleet with used aircraft to support its growth. Specifically, the airline has acquired two Airbus A330-300s from Virgin Atlantic, which are equipped with premium economy cabins. Thai Airways intends to offer this class on flights operated by these A330s. Initially, these A330s will serve routes to Delhi (DEL), Fukuoka (FUK), and Mumbai (BOM). While these destinations may not have the highest demand for premium economy, Thai Airways believes the A330 is well-suited for these markets and aims to capitalize on the premium economy offering. Passengers on these flights will experience a 48-seat premium economy cabin arranged in a 2-3-2 layout. The seats provide 38 inches of pitch, 21 inches of width, a 7-inch recline, 10.5-inch touchscreen entertainment systems, four-way adjustable headrests, and fold-down footrests. Although specific details are limited, Thai Airways assures that premium economy travelers will enjoy “specially curated meals and beverages” along with dedicated amenity kits, though further information is forthcoming. **Bottom Line** Thai Airways is the newest carrier to introduce a premium economy class, aligning with the broader industry trend. The initial rollout will occur on Airbus A330s acquired from Virgin Atlantic, with plans to extend the offering to its existing Boeing 777-300ER fleet and future Boeing 787-9 aircraft. This development is a positive step for Thai Airways, though the airline’s history of aircraft swaps may present some challenges during the rollout phase.