European-style business class may not offer extreme luxury, but it is gaining significant popularity, especially with British Airways. According to CEO Sean Doyle, sales in their Club Europe class have far exceeded expectations, as reported by The Times of London.
In contrast to U.S. legacy carriers, which provide more comfortable seats and legroom, most European airlines maintain a more basic premium service on their narrow-body planes. Typically, the business class features a 3-3 seating layout with a simple divider between the middle seats, and a curtain can be drawn to separate it from economy as needed.
Doyle mentioned that following the 2008 financial crisis, many doubted the viability of such offerings, yet they’ve become particularly attractive to leisure travelers today. He cited advantages like lounge access, priority boarding, and enhanced food and drink options as key draws.
Despite the hard product—like seating—being closer to economy level, some European travelers struggle to see the value compared to budget airlines like easyJet or Ryanair. Nevertheless, global demand for premium options has surged since the pandemic, challenging budget airlines to upgrade their offerings.
For instance, Spirit Airlines recently introduced a “Go Comfy” option featuring a blocked middle seat, similar to Club Europe, but with four extra inches of legroom. Southwest Airlines is also rolling out premium options, aiming to provide more legroom by altering its traditional unassigned seating policy.
Doyle’s insights indicate that U.S. budget airlines are moving in the right direction, as travelers increasingly prioritize the experience that comes with premium travel, even if it isn’t as extravagant as larger carriers.