Why some airline travellers are choosing a seat improve, regardless of the massive price ticket

When Jane Leckey acquired her second most cancers prognosis, she determined it was time for a splurge. So on her subsequent journey, she sprung for enterprise class. 

“I very much appreciated the improved service quality,” the Torontonian instructed Cost of Living. “It was the best thing ever and it’s absolutely true what they say, that once you’ve tasted business, going back to economy is almost impossible.”

That journey to Iceland two years in the past marked her first time ever sitting in enterprise class. And Leckey says the elevated expertise completely modified the way in which she appears to be like at journey.

And it’s not simply her. Experts say there’s a development of North Americans who’re shelling out extra to journey comfortably. 

Air Canada reported that premium cabin revenues had been up five per cent in the second quarter of 2025 compared to the same time last year.

In an emailed assertion, a spokesperson from WestJet additionally instructed CBC that the airline has seen “double digit year-over-year revenue growth for their premium and business cabins,” although they declined to offer specifics.

“I feel like a lot of passengers have started to realize that the premium economy is kind of the sweet spot,” stated Barry Choi, private finance and journey knowledgeable in Toronto.

“It’s an affordable price improve versus economic system, but it surely’s not outrageous in comparison with a number of the enterprise class fares.”

What’s driving the trend

Premium tickets come at a premium price. According to Choi, a business class seat typically costs four to five times more than economy, while premium economy fares are often about double the price of a standard ticket, though those numbers can vary. 

But Leckey says she isn’t surprised by the push for premium, given that airlines these days have made the economy ticket experience “so undesirable”. 

“My greatest fear when travelling economy was that I’d be forced to check my carry-on and I would either miss a connecting flight or my luggage would end up in a different continent,” said Leckey. 

“So the added cost of travelling business just gives me a greater level of confidence … and a greater [level] of comfort and enjoyment.”

Especially when considering a seat in economy isn’t what it used to be.

In an effort to maximize revenue, airlines have been squeezing more seats on their planes and charging for perks such as more legroom and a cup of coffee, says professor Barry Prentice, director of the Transport Institute at the University of Manitoba.

Soon, some ultra cheap seats on WestJet won’t even recline. In 2024, Air Canada cut carry-on baggage from some of its flights.

“They have made it undesirable to sit among hundreds of people who seem to have crammed every last item in their belongings into a carry-on,” said Leckey.

Choi say the trend to spring for a more cushy way of travel is also being fuelled by some good ol’ fashioned peer pressure. 

“I think there’s a little bit of FOMO and social media at play here,” said Choi. 

“You definitely see people flying business class or premium and you want part of that too, and I certainly don’t blame you.”

How airlines lure passengers in

Airlines make more money on business class seats, says Prentice. He says for airlines, an empty seat is money down the drain, so they’re always looking for ways to maximize revenue.

“If you can convince somebody who perhaps booked a cheap fare to upsell to that higher quality seat, well now you’ve got another seat that’s available for somebody else that may not go first class but they would take that seat in the economy side,” said Prentice.

That’s why airlines have been trying to entice people to upgrade with incentives by gamifying their booking experience. Air carriers such as WestJet offer customers the ability to bid on their seat a number of days earlier than their flight or be a part of an actual time public sale hours earlier than takeoff for a shot at sitting up on the entrance.

“And they win that bid they usually understand that, ‘Hey, I got a good value out of making this bid, it might be worthwhile to bid again,’” said Choi. “So I do think it does hook people.”

Montreal travel agent Katherine Velan says she’s additionally observed extra leisure travellers upgrading from economic system to premium economic system currently. 

Speaking to Radio Noon Quebec, Velan stated she thinks a lot of the push is being pushed by dynamic pricing, a technique the place airways regulate ticket costs in real-time based mostly on components like demand and time of reserving to be able to maximize income.

“With dynamic pricing now, I have actually found a couple of times where premium economy was cheaper than economy,” stated Velan.

Not wanting again

Choi expects that going ahead, a sure group of spenders will proceed to spend extra on journey, when selecting the right way to spend their disposable revenue.

“I do really feel like lots of people try to save lots of extra for journey as a result of they worth experiences greater than issues,” stated Choi.

“So given the choice, [when] they’re buying a new outfit or going out to eat or saving that money and using it for premium travel, I think it’s an easy decision depending on the type of person you are.”

As for Leckey, having now tasted the champagne of air journey, she says she can be staying placed on the premium facet of the curtain. 

After surviving mind most cancers at 19 and many years later, a battle with early stage breast most cancers, she says she now embraces life’s finer issues as a result of she is aware of how treasured they’re.

“The cancer journey has reminded me of the importance of time and making the most of time,” says Leckey. 

“And really there is no time like the present because tomorrow is not guaranteed.”