Thai Airways is taking an unconventional approach to premium travel, unveiling a new product called “Premium Economy Plus” — a hybrid cabin that blurs the line between business and premium economy.
Launching from 26 October 2025, the new class will debut on flights from Bangkok (BKK) to Chennai, Dhaka, Hyderabad, Jakarta, and Kathmandu, according to a post on the airline’s verified Facebook page.
Passengers are being invited to “upgrade your senses for smoother journeys,” with promises of “spacious seats, generous legroom, and exclusive services throughout your journey.”
Although the option is not yet live on the airline’s booking system, industry watchers expect it to appear shortly as Thai Airways continues its post-restructuring push to attract higher-yield customers.
The “Premium Economy Plus” cabins will appear on three recently acquired Airbus A330-300 aircraft, formerly operated by Virgin Atlantic.
The jets retain their Virgin-era interiors, featuring 31 lie-flat business class seats, 48 premium economy seats in a 2-3-2 configuration, and 185 economy seats.
Interestingly, Thai Airways has never previously offered a dedicated premium economy cabin. These aircraft mark the start of a wider rollout, with plans to expand the product across the fleet in coming years.
What makes this rollout distinctive is how Thai Airways plans to rebrand its business class cabin on certain short- and medium-haul routes as “Premium Economy Plus.”
That means passengers booking a seat in the new cabin will, in effect, enjoy fully flat beds and a bar — features typically reserved for business class — but at a lower fare and with pared-back service.
Analysts believe this unusual approach reflects the airline’s market-driven strategy. Routes such as Dhaka, Kathmandu and Chennai are business-light markets, with limited premium demand. Instead of offering a traditional business class, the airline can fill premium seats by positioning them as a luxury economy product, reducing catering and service costs while maximising utilisation.
“It’s a pragmatic solution,” said one aviation analyst. “There isn’t enough business traffic on these routes to justify full service, but the aircraft already have a premium cabin. Thai is simply monetising the space in a smarter way.”
‘World’s best premium economy’ or just a clever rebrand?
The decision to sell lie-flat business seats as a premium economy variant has already prompted interest among aviation enthusiasts, with some suggesting it could be the world’s most comfortable premium economy experience.
However, others argue that the move is more a reflection of Thai Airways’ commercial realism than an attempt to redefine cabin classes.
The airline continues to face stiff competition across Asia, especially from Singapore Airlines, Qatar Airways, and the fast-expanding low-cost long-haul segment, where flexible cabin pricing and hybrid products are increasingly common.
While the herringbone-style seats inherited from Virgin Atlantic are widely regarded as superior to those on many of Thai’s existing widebodies, the airline appears reluctant to position them as true business class on low-yield routes.
“This is about cost control as much as creativity,” said a Bangkok-based aviation consultant. “Thai Airways is learning from hybrid carriers — rebranding existing assets for different segments rather than refitting aircraft.”
Still, the move adds complexity to the airline’s already varied product line-up, and could confuse passengers expecting uniform cabin standards across Thai’s network.
Thai Airways’ “Premium Economy Plus” experiment reflects a broader trend in global aviation — blurring class distinctions to better match local demand and pricing power.
Whether the idea proves a masterstroke or a misstep remains to be seen. If successful, it could provide the model for a new “middle premium” category that offers business class comfort with premium economy pricing — and mark another inventive step in Thai Airways’ long-running recovery.