Airlines have seen an increase in passengers opting for premium cabin seats, driven by a desire for more comfort and better service. Jane Leckey, a Toronto resident, experienced this firsthand when she upgraded to business class after completing cancer treatment. She praised the enhanced service quality and noted that once you’ve experienced business class, returning to economy becomes challenging.
This shift towards premium travel is not limited to Leckey. Industry experts highlight a growing trend among North Americans willing to pay more for a comfortable travel experience. Air Canada reported a five percent increase in premium cabin revenues in the second quarter of 2025 compared to the previous year. Similarly, WestJet noted significant year-over-year revenue growth for their premium and business cabins.
Barry Choi, a personal finance and travel expert, believes that premium economy is gaining popularity as it offers a reasonable upgrade cost compared to business class. The push for premium travel is also fueled by dissatisfaction with the declining quality of economy class services. Airlines have been reducing amenities and squeezing more seats onto planes to maximize revenue, making the economy travel experience less appealing.
To counter this trend, airlines are enticing passengers to upgrade through various incentives and gamified booking experiences. By offering opportunities to bid on seat upgrades or participate in real-time auctions, airlines aim to fill premium seats and generate additional revenue. Montreal travel agent Katherine Velan observed an increase in leisure travelers upgrading to premium economy, partly driven by dynamic pricing strategies.
Looking ahead, experts predict that a segment of travelers will continue to prioritize premium travel experiences, valuing quality experiences over material possessions. This shift reflects a broader trend of prioritizing experiences over material goods, with travelers choosing to invest in premium travel for enhanced comfort and enjoyment. For Jane Leckey, her premium travel experiences serve as a reminder of life’s preciousness and the importance of making the most of every moment.