How Premium Economy Became Airlines’ Sweet Spot

Mid-Cabin, Major Upgrade: How Premium Economy Became Airlines’ Sweet Spot

You're settling into your premium economy seat on a trans-Pacific flight, and instead of the expected plastic tray with overcooked pasta, the flight attendant presents a meal on porcelain dinnerware featuring Thai-style crab curry, followed by black sesame cake for dessert. Your wine? Served in actual glassware, not a plastic cup.

This isn't business class. Welcome to the new premium economy cabin.

The sweet spot that changed everything

For years, premium economy was an awkward middle child for airlines: slightly bigger seats, marginally better meals, but nothing to write home about. Not anymore. The premium economy segment is growing at 9.6% annually, outpacing all other cabin classes, and airlines are finally paying attention.

Passengers have discovered that premium economy offers a compelling value proposition: significantly more comfort than economy and dramatically better food, all without the eye-watering price tag of business class. Airlines like Singapore Airlines, Virgin Atlantic, and EVA Air aren't just meeting this demand, they're setting a new standard for premium economy.

The airline that started it all

EVA Air created the world’s first premium economy class in 1992. It still serves as a model for the rest of the industry.

Today, the premium economy experience at EVA starts with Boeing 787-9s reconfigured to hold 28 leather-swathed seats with an industry-leading seat pitch of 42 inches. On overnight flights, passengers get kits stuffed with moisturizing cream and lip balm, socks, a comb, earplugs, and a sleep mask.

Then there’s the onboard dining. EVA offers a selection of thoughtful dishes that blend traditional Asian flavors and innovative modern cuisine. Meals are served on dishware with real cutlery. In mid-2024, the airline started serving Kanpai Group’s famous Japanese-style barbecue meals on US routes.

It’s also the same year EVA Air won SKYTRAX's "Best Premium Economy Class Airline Catering" award, illustrating to the industry that restaurant-quality food belongs in this cabin class.

Putting the ‘premium’ in premium economy

Japan Airlines, named the world's best premium economy airline in 2024, goes beyond standard meals by offering sparkling wine, shochu, and their signature "UDON de SKY" noodles—extras traditionally reserved for higher cabins. The airline even introduced a paid meal upgrade program where economy and premium economy passengers can order elevated Japanese or international cuisine, complete with Häagen-Dazs ice cream.

Singapore Airlines made perhaps the most visible statement about their commitment to the cabin. They replaced black plastic trays with linen-lined trays and porcelain dinnerware, and expanded their menu to include Thai-style crab curry and desserts like black sesame cake, mango key lime cake, and white-chocolate-cream cake. The breakfast service now features 28% more fresh fruit—a detail that shows airlines are sweating the small stuff.

Virgin Atlantic's approach emphasizes contemporary comfort food alongside premium touches. The airline’s refreshed autumn/winter menu includes a premium wine list, seasonal cocktails, and "Mindful" wellness drinks—options that feel more craft cocktail bar than airplane galley.

Qantas treats premium economy passengers to a welcome glass of sparkling wine and meals featuring seasonal dishes like braised beef or poached ocean trout, served on designer David Caon tableware. The airline’s Sommeliers in the Sky curate a wine list that includes selections like Piper-Heidsieck Brut and bold Australian Shiraz, all served in real glassware. 

Meanwhile, Air New Zealand launched its "A Taste of Aotearoa" menu featuring local ingredients like kahawai fish and Hauraki Gulf snapper, slow-cooked beef short rib with black truffle jus, and crayfish bisque. They pair these dishes with carefully curated New Zealand wines selected from blind tastings of over 500 options.

The details that matter

What separates today's premium economy dining from yesterday's "slightly better economy tray" comes down to details most passengers don't consciously notice, but absolutely feel:

Real dishware makes a psychological difference: Food tastes better on porcelain than plastic, and airlines know it. EVA Air's use of proper dishware and thoughtful tray layouts elevates the entire experience beyond standard economy, transforming a routine meal into something passengers actually look forward to.

Menu variety signals respect for passengers: Airlines are moving beyond the tired chicken-or-pasta binary. Modern premium economy menus feature globally inspired options—Asian fusion, Mediterranean flavors, local specialties—with seasonal rotations that keep frequent flyers interested.

Beverage programs get the royal treatment: Premium wines, craft cocktails, and wellness drinks are becoming standard, not exceptions. Some airlines even offer dessert wines and mid-flight treats, creating a complete dining experience rather than just fuel for the journey.

What this means for the industry

For airlines, the message is clear: premium economy catering is no longer an optional differentiation—it's a baseline expectation. Carriers that don't invest risk losing passengers to competitors who do.

For catering providers, the requirements have evolved dramatically:

• Presentation matters as much as taste: Linen, porcelain, attractive plating—these aren't luxuries anymore.

• Menus need depth and rotation: Mediterranean, Asian, vegetarian/vegan, local specialties, global flavors—diversity is expected.

• Beverage programs require curation: Wine, cocktails, wellness drinks, specialty options are all part of the premium package.

• Scale without compromise: High volume doesn't excuse low quality. Efficient processes, careful plating, and rigorous quality control can deliver excellence consistently.

From afterthought to competitive advantage 

Inflight catering has moved from afterthought to competitive differentiator. As travelers expect more—better presentation, flavor, choice, and overall experience—airlines face pressure to deliver at every cabin level.

Recent upgrades by Virgin Atlantic, Singapore Airlines, EVA Air, Japan Airlines, and Air New Zealand demonstrate what's possible when catering is treated as integral to the travel experience rather than a necessary expense to minimize.

For inflight caterers, the moment is clear: adapt to rising standards or watch airlines find partners who will. For passengers, it's a golden age. Premium economy dining is better today than business class was a decade ago, and there's no sign the trend is slowing.