Qatar Airways still lacks Premium Economy despite Emirates

Emirates has unveiled its next-generation Premium Economy seat, which the source describes as arguably the world’s leading product in its class. This represents a major improvement over the airline’s initial reluctance to introduce the cabin, a stance once held by president Sir Tim Clark due to fears of cannibalising Business Class. That hesitation has proven unfounded as Premium Economy has become one of Emirates’ biggest success stories, prompting significant investment in perfecting the new seat.

For years, Qatar Airways justified its absence of Premium Economy through statements by former CEO Akbar Al Baker, who claimed the airline’s Economy cabin was already as good as, or better than, competitors’ Premium Economy offerings. The source characterises this claim as ridiculous both when made and in hindsight, arguing that Qatar’s Economy product has never surpassed Emirates’ own Economy cabin, let alone most airlines’ Premium Experience. The stance is interpreted as less about passenger experience and more about justifying avoidance of development costs.

Although Al Baker is no longer with the airline, Qatar Airways has not introduced Premium Economy despite the original justification losing its backing. One theory points to financial constraints following operational disruptions from the Iran war, which forced grounded flights, airspace closures, and cost-cutting measures, even after the airline recorded its highest-ever annual profit prior to those events. The source notes that launching Premium Economy properly requires substantial time, money, and executive attention-resources currently diverted elsewhere.

The absence of Premium Economy creates inconsistencies within the Oneworld alliance, of which Qatar Airways is a member seeking a central role. Partners such as British Airways, Iberia, Cathay Pacific, and Japan Airlines fly to Doha to feed passengers into Qatar’s network. However, when travellers book Premium Economy itineraries-such as from London to Sydney via Doha-the long-haul leg operated by Qatar Airways is delivered in Economy, undermining the promised product.

A proper Premium Economy offering involves more than seat upgrades. It includes service on real china, enhanced beverage selections, dedicated lavatories, amenity kits, pre-departure drinks, and improved ground experiences. Implementing it requires crew training, galley reconfiguration for upgraded meals, and physical space allocation for equipment on aircraft not originally designed for it.

Riyadh Air, the new Saudi startup, has launched with a full Premium Economy product from day one. While currently small in scale relative to Qatar Airways, it has ambitious growth plans and aims to attract traffic from established carriers like Emirates and Qatar Airways. Its early adoption signals market direction and highlights Qatar’s misalignment.

The source suggests a phased rollout-similar to Emirates’ approach-targeting high-demand routes such as London, Delhi, and Sydney or Melbourne as logical starting points. Airlines successful with Premium Economy report it primarily attracts passengers trading up from Economy, not down from Business Class, representing untapped revenue for Qatar Airways.

Etihad Airways is also noted as having refrained from entering the Premium Economy market, at least for now.