When Thai Airways unveiled its quietly branded Premium Economy Plus cabin in October 2025, aviation watchers quickly recognised the seats. The airline’s Airbus A330-300s, acquired from Virgin Atlantic, still feature 31 herringbone suites that once defined Virgin’s business-class comfort. Now, these fully lie-flat pods are being repurposed and re-priced as a premium-economy upgrade instead of a full business-class product.
Jump to: Rebranding Old Business Suites • What Travelers Can Expect • Why the Lie Flat Premium Trend Matters • Traveler Reactions and Industry Implications • Outlook for Travelers in 2025 and Beyond • FAQ
TL;DR
- Thai Airways introduces Premium Economy Plus using ex-Virgin A330-300 lie-flat suites.
- 31 herringbone seats (20 in wide, 42° recline) marketed as a premium-economy upgrade.
- Launching 26 Oct 2025 on routes from Bangkok to Chennai, Jakarta, Dhaka, Hyderabad & Kathmandu.
- Aims to monetise comfort without business-class service costs.
- Reflects industry trend toward hybrid cabins between business and premium economy.
- Success could inspire other airlines to repurpose older business products.
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Rebranding Old Business Suites
When Thai Airways quietly announced “Premium Economy Plus” on its Facebook page in early October 2025, aviation geeks took note. The product, available on the carrier’s Airbus A330‑300s leased from Virgin Atlantic, features 31 herringbone seats that convert into fully lie‑flat beds. These seats – once part of Virgin Atlantic’s business‑class cabin – are 20 inches (51 cm) wide, recline 42 degrees in seat mode and flatten into a bed, and come with an 11.1‑inch entertainment screen and universal power outlets.
Passengers also get dedicated check‑in and “premium amenities,” though Thai has not promised enhanced dining or lounge access. Essentially, the airline has rebranded an older business‑class product as a premium‑economy upgrade instead of installing a conventional lie‑flat business cabin.
Thai’s decision stems from its acquisition of three ex‑Virgin A330‑300s in 2024. The aircraft retain their 31 herringbone lie‑flat seats, 48 standard premium‑economy recliners and 185 economy seats. The carrier will deploy Premium Economy Plus on regional flights from Bangkok to Chennai, Dhaka, Hyderabad, Jakarta and Kathmandu starting 26 October 2025.
These routes typically lack strong business‑class demand; by branding the lie‑flat seats as an upsell from premium economy, Thai hopes to monetise them without offering the full service costs of a business‑class product.
What Travelers Can Expect
The Premium Economy Plus cabin sits between Thai’s standard premium‑economy and business classes. Key features include:
- Lie‑flat beds – The 31 seats are arranged in a 1‑1‑1 herringbone layout and can recline from a 42‑degree seat position to a fully flat bed. Privacy dividers separate each suite, giving passengers a degree of seclusion.
- Dimensions and amenities – Each seat is 20 inches wide and equipped with an 11.1‑inch HD entertainment screen and universal AC/USB power. Standard premium‑economy seats on the same aircraft have the same width but offer only a 38‑inch pitch, 7‑inch recline and 10.5‑inch screen.
- Dedicated check‑in and bar access – Passengers will have separate check‑in counters and can visit a small onboard lounge at the rear of the cabin, which will operate as a snack bar rather than a full‑service business‑class lounge. However, there’s no indication of priority boarding, additional baggage allowance or lounge access at Bangkok airport.
Pricing details have not been released. Thai has hinted that Premium Economy Plus will be bookable like a standard fare or as a paid upgrade from premium economy. The cabin’s limited size means award availability may be scarce, and it remains unclear whether frequent‑flyer miles will be redeemable for these seats.
Why the Lie Flat Premium Trend Matters
Thai Airways’ experiment blurs the line between premium economy and business class. By offering lie‑flat seats without the full service package, the airline aims to capture travelers who value comfort but are unwilling or unable to pay business‑class fares. This includes corporate travelers on tight budgets and leisure passengers who want to sleep on red‑eye flights.
Analysts note that premium economy is often the most profitable cabin per square metre; Lufthansa reports its premium‑economy yields per square foot are 6 % higher than business class and 33 % higher than economy. United Airlines similarly says premium economy revenue growth has outpaced capacity since its introduction.
With premium products accounting for more than half of United’s passenger revenue, airlines see an opportunity to upsell extra comfort without the overhead of full business‑class service.
Recent data underscore the market’s appetite for premium cabins. In the North Atlantic, capacity grew by 5.9 % in 2024, but premium economy capacity jumped 8 %. Aviation analysts expect premium economy to be the fastest‑growing cabin in 2025. The International Air Transport Association (IATA) reported that global premium‑class travel (business and first) grew 11.8 % in 2024, narrowly outpacing economy growth.
Premium travelers accounted for 6 % of international passengers yet generated a disproportionate share of revenue. As airlines jostle to capture this lucrative segment, we’re seeing a proliferation of hybrid products such as Emirates’ and Korean Air’s premium‑economy cabins, Delta’s forthcoming “Basic Business Class,” and now Thai’s lie‑flat premium economy.
These offerings cater to travelers seeking a middle ground between economy and business, while enabling carriers to maximise the yield of each square foot of cabin space.
Traveler Reactions and Industry Implications
Reactions to Thai Airways’ Premium Economy Plus range from excitement to scepticism. Enthusiasts applaud the opportunity to enjoy lie‑flat comfort at a price likely below business‑class fares. The arrangement may also appeal to travelers on high‑density regional routes where flights depart at awkward hours; a lie‑flat seat could mean arriving rested without paying for full business class.
Critics, however, point out that the product is essentially a rebadged business‑class seat from the previous operator and may lack the soft‑product perks that passengers expect from a true premium cabin. Without lounge access or upgraded catering, some travelers may feel short‑changed despite the bed.
The broader industry will be watching to see whether passengers embrace Thai’s lie‑flat premium economy. If demand is strong, other carriers may follow suit by repurposing older business‑class cabins into premium‑economy‑plus products on short‑haul routes.
The experiment also dovetails with a trend toward “basic” business fares, where airlines strip out amenities to sell seats at lower price points; Delta, Lufthansa and Emirates have all rolled out or announced such unbundled business products. As airlines seek new revenue streams, expect more creative cabin segmentation where travelers pay incremental amounts for comfort without full service.
Outlook for Travelers in 2025 and Beyond
With Premium Economy Plus, Thai Airways is signalling that 2025 will be a year of innovation in the mid‑tier travel market. The cabin gives passengers on Thai’s regional flights an alternative to basic premium‑economy recliners. While the lack of comprehensive business‑class amenities may frustrate some, the ability to lie flat could be a game‑changer for those seeking sleep on overnight services.
If the concept proves profitable, Thai may expand it to other routes or retrofit additional aircraft. The move underscores a broader shift: airlines are reinventing cabin classes to cater to diverse budgets and comfort preferences, and travelers can expect more creative, hybrid seating options in the years to come.
FAQ
What is Thai Airways’ Premium Economy Plus?
A rebranded product using ex-Virgin Atlantic A330 lie-flat business suites, sold as an upgrade from standard premium economy.
When and where will it launch?
From 26 October 2025 on regional routes from Bangkok to Chennai, Dhaka, Hyderabad, Jakarta and Kathmandu.
Are the seats fully lie-flat?
Yes. The 31 herringbone seats recline 42 degrees in seat mode and convert into fully flat beds.
What perks are included?
Dedicated check-in, premium amenities and a small onboard bar. No confirmed lounge access or upgraded dining.
How is it different from business class?
You get the same hardware but without business-class catering, service level or mileage benefits.
Why is Thai Airways doing this?
To monetise older business cabins and target travelers seeking comfort at prices below business class.