Refits offer the chance for new products. In the case of Koren Air, its chance to add Premium Economy to its offerings.
This has been introduced to the airlines’ newly retrofitted Boeing 777-300ER, with the first flights launching on short- and mid-haul routes starting from mid-September, as part of a KRW 300 billion retrofit program.
The retrofit covers 11 11 Boeing 777-300ER aircraft with completely redesigned cabins, bringing them in line with the airline’s latest aircraft interiors and onboard technology.
Premium Class (the airline’s designation for premium economy) is positioned between the airline’s Prestige (business) and Economy Class, offering more spacious seating and upgraded service. While pricing varies by route and travel dates, fares are generally around 110% of normal Economy fares, with the airline choosing a premium economy seat from Safran Seating.
The new cabin features 40 seats in a 2-4-2 layout.
Premium Class offers approximately 50% more space than existing Economy Class seats, with a seat pitch of 39 to 41 inches, a width of 19.5 inches wide, and recline up to 130 degrees. They are equipped with both leg and footrests.
The seats also feature ergonomic headrests for support and include wing-shaped sides to provide a greater sense of privacy from adjacent passengers.
In terms of In-Flight Entertainment, 15.6-inch 4K resolution screens have been installed.
The launch of Premium Class coincides with a complete interior overhaul of the airline’s Boeing 777-300ER fleet. The aircraft now features Korean Air’s newest seating products, including “Prestige Suites 2.0” in a 1-2-1 configuration for Prestige Class, and “New Economy” in a new 3-4-3 layout. Wi-Fi is also available in all cabins.
Interestingly, this will mean this Boeing 777-300ER configuration will not have a First Class product installed on this aircraft, whilst the remaining 14 Boeing 777-300ERs will remain in a First/Business/Economy Configuration
In Quotes
A Korean Air representative said:
“We’re committed to bringing the fully redesigned Boeing 777-300ER and new Premium Class to as many customers as possible,”
“This fleet upgrade has been in progress since 2018 and, after delays due to the pandemic, we’re proud to now offer an elevated travel experience that meets our passengers’ evolving needs.”
Lots of possibilities – but very much dipping toes in
It seems that Korean Air is happy with the idea of premium economy class – but isn’t ready to go in with both feet into it, given they’ve committed to it aboard half of their 777-300ER fleet (whilst densifying the seating layout), their A350 fleet and their 777-X fleet. That leaves 26 of the Boeing 787 fleet to retain current products, as well as their Boeing 747-8i fleet (which some people still forget exists).
Some markets are adjusting well to the idea (with Emirates going in head-first), whilst other airlines are not even considering it (Qatar Airways is the perennial example).
The market fit for Premium Economy was for those buying up from economy class, or for those business class passengers that have had their budgets cut, but need to fly long haul still, with airlines focusing more on a greater economy product, rather than downgrading their business class product.
We’ll have to see if the market responds positively and how they choose to deploy the aircraft to support this new sales tactic.
Images, Korean Air.
Out of curiosity how do you come to the 50% more space conclusion? While it’s possible that coach seats have a 27″ pitch it seems rather unlikely, particularly since the coach seats are likewise unlikely to be more narrow than 17″. I think I’m doing the maths wrong but don’t understand how.