Virgin Australia has unveiled a new premium economy seat in the latest move in the carrier's ongoing battle with rival Qantas for pointy-end passengers.
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The new seat, to feature on the airline's long-haul Boeing 777 aircraft, increases the seat pitch to 41 inches (104cm), three inches more than the existing premium economy's legroom.
Virgin says the plated meal service will be "inspired by" business class and tailored to guests' choices. Passengers will be able to select different variations on the meal choices and choose the time and speed of the service. There will also be self-service snacks and alcohol and non-alcoholic drinks available for the exclusive use of premium economy passengers.
There will be 24 seats in the 777's premium economy cabin.
Premium economy, a 'business class lite' option, has become a huge success worldwide since Qantas became the first Australian airline to introduce the new seating class in 2008.
It has since taken off in the region, with Virgin Australia, Air New Zealand and Cathay Pacific among the carriers that have introduced the class. Singapore Airlines is the latest carrier to add premium economy to its aircraft, with the new class due to take off next month.
Premium economy typically features better food, amenities and comfort than economy class, but without the flat-bed seat options that have become the new standard for business class cabins.
Air New Zealand last week won the award for the world's best premium economy class at the World Airline Awards. Qantas was second with Virgin Australia coming in eighth.
Virgin Australia and Qantas have been locked in a battle for premium passengers in recent years, both wooing business travellers with a range of new products and services.
Both airlines have introduced new business class seats, as well as partnerships with Etihad Airways and Emirates respectively.
The two Australian airlines have also engaged in a costly capacity war on key domestic routes, particularly on the cross-country flights between the east and west coasts, resulting in cheap fares for passengers but poor financial results for the airlines.
The war eased up last month, with a resulting surge in prices, with business class tickets climbing 26 per cent in May.
Meanwhile, Air New Zealand is facing increased competition from Qantas budget offshoot Jetstar, with an expected capacity war across the Tasman causing the New Zealand airline's shares to plummet.
World's best premium economy class airlines
1 Air New Zealand
2 Qantas
3 Lufthansa
4 Turkish Airlines
5 Cathay Pacific
6 British Airways
7 Japan Airlines
8 Virgin Australia
9 ANA All Nippon Airways
10 Air France
Source: Skytrax World Airline Awards
