Cost of living4:45How airlines turned us all into class warriors
When Jane Leckie received her second cancer diagnosis, she decided it was time to splurge. So she chose business class for her next trip.
“I really appreciate the improvement in service quality,” said the Toronto resident. Cost of living. “It was the best thing ever, and it’s absolutely true what they say: Once you try business, it’s almost impossible to go back to economics.”
That trip to Iceland two years ago was her first time in business class. And Leckie says the unforgettable experience completely changed the way she views travel.
And it's not just her. Experts say there is a trend among North Americans to spend more on comfortable travel.
Air Canada reports premium cabin revenue up five percent in the second quarter of 2025 compared to the same period last year.
In an emailed statement, a WestJet spokesperson also told CBC that the airline saw “double-digit year-over-year revenue growth for its premium and business class cabins,” although they declined to provide details.
“I feel like a lot of passengers have started to realize that premium economy is kind of a happy medium,” said Barry Choi, a personal finance and travel expert in Toronto.
“This is a reasonable cost increase over economy class, but not outrageous compared to some business class fares.”
What's driving the trend
Premium tickets are sold at a premium price. According to Choi, a business class seat typically costs four to five times more than an economy class seat, and premium economy fares are often about double the price of a standard ticket. although these numbers may vary.
But Leckie says she's not surprised by the push for higher prices, given that airlines have made economy tickets “so undesirable” these days.
“When I was traveling in economy class, my biggest fear was that I would have to check my carry-on bag and either miss my connecting flight or have my luggage end up on another continent,” Leckie said.
“So the added expense of travel just gives me a greater level of confidence… and a greater [level] comfort and pleasure.”
Especially when you consider that the place in the economy is no longer what it used to be.
In an effort to maximize revenue, airlines are cutting back more seats on planes and charging for perks like more legroom and a cup of coffee, says Professor Barry Prentice, director of the Institute of Transport at the University of Manitoba.
Ultra-cheap seats coming soon to WestJet. I won't even lie back. In 2024 Air Canada is eliminating carry-on luggage on some of its flights.
“They've made it undesirable to sit among hundreds of people who seem to have stuffed all their belongings into their carry-on luggage,” Leckie said.
Choi says the trend toward more convenient modes of transportation is also fueled by good old-fashioned peer pressure.
“I think there’s a bit of FOMO and social media involved,” Choi said.
“You definitely see people flying business class or premium class and you want to be a part of that too, and I certainly don't blame you.”
How airlines lure passengers
Airlines make more money on business class seats, Prentice says. He says that for airlines, empty space is money down the drain, so they are always looking for ways to maximize revenue.
“If you can convince someone who may have booked a cheap ticket to resell a higher quality seat, well, now you have another seat available for someone else who may not be traveling first class but will take that seat in economy,” Prentice said.
That's why airlines are trying to encourage people to upgrade through incentives by gamifying the booking process. Airlines such as WestJet offer customers the opportunity claim your place in a few days before your flight, or join the live auction a few hours before takeoff to try to get a front seat.
“And they win that bid and they realize, ‘Hey, I got a good deal out of that bid, maybe it’s worth reapplying,’” Choi said. “So I think it really connects with people.”
WestJet is changing the layout of many of its planes, removing the ability for many economy class passengers to recline their seats. Instead, the airline will add a premium cabin that allows some seats to recline on some planes that are currently economy-only.
Montreal travel agent Catherine Whelan says she's also noticed that more travelers are upgrading from economy to premium economy lately.
Talking to Radio Noon QuebecWhelan said she believes much of this progress is driven by dynamic pricing, a strategy in which airlines adjust ticket prices in real time based on factors such as demand and booking timing to maximize revenue.
“Now, thanks to dynamic pricing, I actually found that premium economy was cheaper than economy several times,” Whelan said.
Without looking back
Choi expects that in the future, a certain group of spenders will continue to spend more on travel as they choose how to spend their money. disposable income.
“I feel like a lot of people are trying to save more on travel because they value experiences more than things,” Choi said.
“So, given the choice, [when] they buy new clothes, or go out to eat, or save that money and use it for premium travel, I think it's an easy decision, depending on what kind of person you are.”
As for Leckie, who has now tasted the champagne of air travel, she says she will remain on the premium side of the curtain.
Having survived brain cancer at 19 and decades later, as well as a battle with early-stage breast cancer, she says she now embraces the finer things in life because she knows how precious they are.
“My cancer journey reminded me of the importance of time and how to make the most of it,” Leckie says.
“And indeed, there is no better time than the present, because tomorrow is not guaranteed.”
