U.S. Airlines See Premium Seat Demand Soar: A Post-Pandemic Shift

Airlines across the United States are making significant investments in premium seating, reflecting a growing trend toward enhanced travel experiences. From full-service giants like Delta Air Lines to low-cost carriers such as Spirit Airlines, the focus on premium cabins highlights a shift in passenger preferences following the pandemic.

Data from Visual Approach Analytics reveals that premium seats on domestic U.S. routes have grown by 14% since 2019, while economy seats have seen a modest 4% increase. Among U.S. carriers, United Airlines has led this expansion, adding 24.8% more premium seats. Alaska Airlines and Spirit Airlines also made notable contributions, increasing their premium offerings by over 20% since 2019. Even carriers traditionally associated with budget travel are now embracing premium upgrades to attract high-yield customers.

Alaska Airlines has been particularly aggressive in its premium expansion. Starting in September, the airline added 1.3 million premium seats annually to its Boeing 737 fleet. Earlier in 2024, Alaska retrofitted its regional Embraer E175 jets with 400,000 premium seats. In the coming years, Alaska plans further enhancements under its 'Alaska Accelerate' plan. By 2027, the airline and its partner Hawaiian Airlines aim to achieve a 29% premium seat mix across their combined fleets, bringing them closer to competitors operating widebody aircraft.

Delta Air Lines also continues to innovate in the premium travel space. During a recent investor day, CEO Ed Bastian commented on the growing competition in this market, saying, "That's where the money is." He emphasized Delta's long-standing investments in fleet, airport facilities, and technology as the foundation for its premium strategy. Glen Hauenstein, Delta's President, echoed this sentiment, highlighting the loyalty of passengers who experience premium cabins. "Once you fly premium, it's hard to go back," he noted, adding that millennials are driving demand for luxury travel.

American Airlines has also placed a strong emphasis on premium seating. During its annual shareholder meeting in June, the airline addressed concerns about its product strategy. It confirmed plans to grow its premium capacity by over 20% by 2026. "American currently offers more premium seats than any other U.S. airline," the company stated, signaling its commitment to staying ahead in the competition for premium passengers.

Low-cost carriers are following suit by reimagining their offerings to cater to evolving customer expectations. Frontier Airlines recently announced it would introduce first-class seating in the first two rows of its aircraft by late 2025. CEO Barry Biffle shared that this move was based on passenger demand for more premium options, calling it "an exciting new chapter" for the airline. Spirit Airlines has also outlined plans to position itself as a more upmarket carrier in response to increased interest in premium experiences.

Southwest Airlines, another major player in the low-cost segment, has taken bold steps to modernize its cabin experience. It recently introduced assigned seating, premium seat options, and other enhancements, breaking from its longstanding traditions to meet changing passenger preferences.

This trend highlights a broader shift in how U.S. travelers prioritize comfort and convenience. Airlines are capitalizing on passengers' willingness to pay for elevated experiences, whether through premium cabins, additional services, or luxury amenities. Delta's Glen Hauenstein described it as part of the "life cycle of a customer," noting that passengers often seek more comfort and quality as their financial situation improves.

The growth in premium offerings is not limited to full-service carriers. It has also reshaped the strategies of low-cost airlines, emphasizing a shared commitment to cater to evolving traveler expectations. With airlines across the spectrum embracing premium experiences, the U.S. aviation market is setting a new standard for passenger comfort and choice.

Read More: New Routes, Red-Eyes, and Premium Seating: Southwest Airlines' 2025 Vision