Caught in the middle: Why can't airlines figure out service in premium economy?
Premium economy cabins are all the rage in the airline industry. Passengers demanded a product that was nicer than an extra-legroom economy seat at a cheaper price point than a fully flat business seat. The airlines heard them, and many now offer a premium economy cabin on long-haul flights.
But after a recent flight in Premium Plus on United's Boeing 787-10, I couldn't help but question whether there's really much of a difference between the service in premium economy and in economy class.
On my flight, the flight attendants working the premium economy cabin didn't serve predeparture beverages, even though it's recommended in the service protocol. Throughout the meal service, Premium Plus passengers were served from the same carts as the economy cabin, with flight attendants loudly asking across the aisle if you wanted chicken or pasta.
Between meal services, flight attendants congregated at their jump seats and couldn't have been any less interested in serving passengers. I even saw a flight attendant berate a premium economy passenger for attempting to use the nearest restroom (which United reserves exclusively for Polaris customers).
I might've been unlucky in getting grumpy flight attendants. Regardless, it's clear that the service flow that United set for Premium Plus isn't all that much different than that for economy class. Yet I'd paid about an $800 buy-up from economy, so I was certainly expecting something premium from the service component.
So why didn't premium economy come with service worthy of the price tag?
It's hard to blame the crew: United doesn't staff any additional or dedicated flight attendants for Premium Plus, and basically asks the flight attendants to work harder to serve the premium economy cabin without offering them more pay or resources. And finally, I'm not sure that United has decided or made it clear to flight attendants that Premium Plus should be considered a completely separate cabin from economy, with its own service protocol.
Some things still come down to the crew, though, like the lack of predeparture beverages and the apathetic service I received from individual flight attendants. But I still blame United for the remainder of the service hiccups.
It isn't just United, either. British Airways World Traveller Plus let us down in premium economy, too. Like United, British Airways didn't have dedicated flight attendants for the premium economy cabin, nor did the flight attendants remove the plastic and foil on top of the containers. The service was mostly apathetic and really no different from that of the coach cabin.
If United needs inspiration on service training, it can take a look at JetBlue Mint. Granted, Mint is a true biz-class product with lie-flat seats, but it exemplifies how service can make or break a premium-class experience. Flight attendants who serve Mint customers receive dedicated training, so it's no surprise that the service is, on average, much better than the competition. Admittedly, service in business class is more intensive than in premium economy, but training is important.
Virgin Australia premium economy is another model for premium economy service. On one Virgin Australia flight, it was clear that the flight attendants viewed premium economy as premium economy. There were two flight attendants dedicated to serving the small cabin, making it easy for them to provide attentive and helpful service to the passengers. In addition, premium economy passengers were greeted by name, and all trays were presented ready to eat.
Of course, all this begs a question about realistic expectations: Should customers set a lower bar for service in premium economy?
I don't think so. Just as the rest of the premium economy product is meant as an intermediate experience between economy and business, so too should the service component be better than that of economy. When service fails, some may blame the airline and others the flight attendants, but customers are paying a significant upcharge for premium economy, so elevated service is table stakes.
It's great that United's Premium Plus passengers are served on real china and get an amenity kit and Saks Fifth Avenue pillow and light blanket, but that doesn't compensate for a service experience that's no different from economy.
As premium economy becomes mainstream, airlines need to define an appropriate service flow and consider dedicating flights attendants just to premium economy. There needs to be a clearer definition of what's to be expected with this in-between product -- and that starts right at the top. Until then, you may end up with economy service for a premium price.
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- Not as useful for those living outside the U.S.
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- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
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- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.