Emirates' new premium economy 'looks just like business'

"As good as business in some of our competitors that need a refurb."

Is Emirates' new premium economy just business class in disguise? I sat in it, to find out.

Passengers flying out of Melbourne will now be able to enjoy Emirates' new Premium Economy, with the Victorian capital being the fifth airport in the world to join Emirates' global Premium Economy network. 

When Barry Brown, the Divisional Vice President Australasia at Emirates, tells you that the airline's new Premium Economy is "as good as business in some of our competitors," you look up from the pastrami sandwiches and free-flowing champagne of the Emirates Lounge and pay attention. 

After hearing the spiel about Emirates' new Premium Economy (which is now available between Dubai and Melbourne on daily EK406 and EK407 services), I yesterday got the chance to check it out for myself. 

The first thing that hit me was: it looks like Business Class. The second you walk in, it smacks you around the face like a chauffeur's silk glove. Is this really Premium Economy? Whether it's the fact that it's located in the part of the plane where Business Class usually is, the creamy leather seats, the 13.3 inch screens, the walnut wood-finished side cocktail tables or the wood-panelled accents on the walls, it's hard to avoid the sense that this 56-seat sanctuary is Business, not Premium Economy. 

The second you walk in, you could be forgiven for mistaking this for Business...

It also has a baggage allowance of 35kg, three toilets, a 2-4-2 seat configuration, and better food than Economy (the main difference is that it is all served on the one platter, all at once, unlike in Business Class where staff come and take away your entrees before bringing your main).

What brings you back to reality, however, is that the seats do not go fully flat (the distinguishing feature for a top-end Business Class). And after recently flying Business Class on a bunch of mid-range international Business Class airlines, for me this is the stand out difference between most international Business Class seats and Emirates' Premium Economy.

As I reclined Emirates' Premium Economy seat as far as it would go, I was reminded of flying Business Class on a Qantas domestic flight (or Business Class on a short haul international flight, on something like Fiji Airways). Emirates' Premium Economy is reminiscent of these two examples, but you can't recline quite as far (on Emirates Premium Economy seats the maximum incline is 8” into a comfortable - but no where near fully flat - cradle position).

Testing the limits of Emirates' Premium Economy's recline function

In any case, if you are after top-end business class 'feels', in every other aspect of the experience (think: your own check in desk in Dubai, priority boarding, paid entry into lounges and fancy, regionally inspired food and fizz) then Emirates Premium Economy is for you. In terms of price, fares vary depending on the dates you wish to travel, but for the sake of comparison, for a round trip to London in September, with Emirates, Economy will cost AUD 3,456, Premium Economy will cost AUD 5,614 and Business Class will cost AUD 14,262.

This new service comes as part of a multi-million dollar retrofit program from Emirates which, when complete, will see a total of 126 aircraft (67 A380s and 53 Boeing 777s) overhauled with Premium Economy cabins. The introduction of Emirates' Premium Economy to Melbourne (it arrived in Sydney last August) also brings Emirates' daily services from Australia with Premium Economy up to three.

Emirates says the tickets have been popular, revealing that Premium Economy seats from Sydney have averaged over 90% percent occupancy since their launch. Emirates expects similar levels of demand for Premium Economy seats out of Melbourne, as customer confidence and the desire to book overseas holidays continues to increase. 

Originally published as Emirates' new premium economy 'looks just like business'