Adopt 5 Features of Premium Economy Flying to Offer Affordable Hotel Upgrades

I recently flew from Miami to London, and I do not regret one single cent I spent on upgrading my ticket to premium economy for the 9-hour return flight home.

When it was first introduced in the early 1990s, EVA Air’s premium economy class sought to take advantage of a market of travelers willing to spend more for additional comfort on long-haul flights, but who could not (or would not) shell out the astronomical fees associated with flying first class.

Premium economy bridges the gap between economy and first or business class. It’s an accessible luxury, making guests feel pampered without having to break the bank.

I didn’t think twice about the extra money I spent on my own upgrade. I enjoyed a variety of entertainment options, had space to stretch my legs, and ate lots of yummy food. The excellent service I received was the cherry on top of a lovely airline experience.

This got me thinking about ways other types of businesses can offer a premium service package that exists somewhere between budget and top dollar…

Lower-cost hotels are presented with an exciting opportunity to provide affordable upgrades to the many travelers searching for luxury on a budget. Not only can a low-cost upgrade increase guest satisfaction, it can also establish an additional revenue stream with add-ons that airline customers already enjoy.

The question is, how can hotels implement premium airline services into their existing operations? How do perks in the sky translate to ground-level accommodations?

It’s all about highlighting the difference from one level of service to the next.

Notable staples of premium economy include wider seats with extra legroom, better food (and more of it), an extensive entertainment experience, and a dedicated staff. Accessories like softer pillows, fluffy blankets, and sleep kits with earplugs and eye masks are also common. All of these features are improvements to what guests are offered in economy.

Right off the bat, it’s easy to see how hotels can instantly apply these bonus comforts to existing resources. The upgrade itself is all about presentation and service.

What premium economy cabins did for airlines, an affordable upgrade package can do for budget hotels. Here’s how to create a “premium economy” experience that makes upgrading a no-brainer for guests – and makes upselling easy for any member of staff.

More space

Hotels don’t have to break ground and alter the blueprints of their property to make more space. No demolition required. Achieving extra room is as simple as revamping the interior design. Whatever rooms are reserved for premium access should include features like bold accent walls, beautiful art installations, and additions to lighting that create the illusion of a bigger space. Small details – like switching out current bathroom accessories for fancier versions – make a big difference here.

Sleep accessories

Invest in top-of-the-line mattresses or adjustable base beds for a superior sleep experience. Hotels can also borrow directly from airlines and provide sleep kits that include accessories that support a better night’s sleep. Consider a pillow menu and sound machines so guests can select from a variety of options. Maybe side sleepers need a longer pillow to hug, or those that sleep on their backs need a flatter, firmer option. The selection alone will be enough to impress.

Elite dining status

Whether it’s via room service with on-call snacks or exclusive discounts at neighboring eateries, hotels can explore different ways to offer their premium economy upgrade guests special dining options. Only those that upgrade are privy to secret menus and on-demand food. Hotels can limit quantity and number of deliveries based on their available resources, or invest in a wider range of options.

Enhanced entertainment

Premium room packages should provide guests with access to premium channels. This can also include free movies and streaming services. Another way to add to the “in-flight entertainment experience” is by setting up a video game console for these upgraded guests – surely it will be a feature the whole family will appreciate!

Priority check out

Instead of the priority check-in associated with flying premium, hotels can take advantage of the opposite end of the trip. When guests check out, it’s usually surrounded by a cloud of post-vacation disappointment. Hotel staff can supply a much-needed mood boost and make guests feel like real VIPs by carrying their bags. A holding service is always appreciated in case guests want to explore the city for a few hours before heading to the airport.

And speaking of airports, a premium service worth including is a free or discounted ride to the airport within a predetermined distance. This is the final opportunity for staff to leave a lasting impression, and it can encourage returning guests to book “premium” again and again.

With the right marketing, price point, and personalized service, an economy upgrade can boost revenue and take the guest experience to another, more luxurious level.