There are many stories out over the past couple years describing how profitable and valuable a premium economy cabin is to airlines. Turkish Airlines gave it a go, adding Comfort Class to their 777-300ER planes, the aircraft they use on their longest flights where such an offering would likely be in the greatest demand. The net result for them: It didn’t work. Company executives have confirmed that they are going to be removing the Comfort Class product in the coming months; rumors of these cuts first surfaced last October.
The Comfort Class cabin was larger than comparable offerings by most competitors, featuring 63 seats across 9 rows. The reviews I’ve read were mixed, for the most part, with some complaining that it isn’t sufficiently close to business class to justify the premium charge. My only experience was quite pleasant, with a mostly empty cabin (thought that’s not good for the company, obviously) and only a modest surcharge for the upgrade (~$275 for IST-JFK).
The company blames the products failings on the limited deployment and inability to make a similar product work on their narrow-body planes. Indeed, they only have it on the 77W fleet so a very, very small portion of their aircraft. But it is hard to believe that they couldn’t come up with a hybrid option for the shorter flights. Why not just a blocked middle seat like EuroBiz on most other carriers? Or maybe that’s too much of a benefit given that it is what business class is selling for in many cases. But Turkish actually has bigger seats for biz on their smaller planes; they could make it work.
Instead, however, it appears they’re going to try to simply improve (and expand) both the coach and business class offerings to make up for it. From a personal perspective it is a shame; I think they priced their Comfort Class at the right point to be a great value for the customer. Then again, that’s probably why it failed as a product.
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