Canadian airlines scramble to make economy class less wearying

Advertisement 1 This advertisement has not loaded yet, but your article continues below. Breadcrumb Trail Links HomeNewsCanada Canadian airlines scramble to make economy class less wearying Industry expert says promised upgrades by WestJet, Air Canada, Porter and AirTransat are more about 'premiumization' than pleasing passengers Author of the article: By Stewart Lewis Published Aug 23, 2026 Last updated 1 hour ago 4 minute read Join the conversation An Air Canada Airbus A321XLR aircraft during a preview event in Dorval, Quebec on June 3, 2026. The next-generation aircraft will debut with a new cabin design. PHOTO BY NASUNA STUART-ULIN /Bloomberg Article content Canada’s airlines are in a race to provide an improved economy flying experience, promising cushy upgrades in an environment that has become notorious for its frustrations. Article content However, it may be prudent for the economy traveller not to be quickly seduced by the promised upgrades. Article content Article content “It isn’t about restoring pleasure to economy, it’s about premiumization,” says John Gradek, aviation industry specialist and lecturer at McGill University. The upgrades are more likely to attract premium and loyalty flyers, he suggests. Article content Article content Recent upgrade announcements have come from Air Canada, WestJet, Air Transat and Porter Airlines covering a range of items such as seating, headrests, USB ports, screens, tray tables and phone/tablet holders. Article content NP Posted Get a dash of perspective along with the trending news of the day in a very readable format. Sign Up By signing up you consent to receive the above newsletter from Postmedia Network Inc. Interested in more newsletters? Browse here. Article content However, says Gradek, the airlines are “not making flying more pleasurable, so much as turning pleasure into a product line … the mass leisure traveller still chooses on price and schedule. A sharper screen won’t change that.” Article content They have “worked out that the money is at the front of the plane, and in getting economy passengers to pay up — premium economy, preferred seats, extra legroom. Premium economy is the fastest-growing cabin in the business, and the industry is quietly splitting into a buy-up premium tier and a stripped-down basic one.” Article content That means, says Gradek, that the “genuinely substantial moves are all up front.” For example, he points to Air Canada putting lie-flat seats on the…