Why are some airline passengers choosing seat upgrades despite the steep price tag?

When Jane Leckie was diagnosed with cancer for the second time, she decided it was time to spend the money. So on her next trip, she opted for business class.

“I greatly appreciated the improved service quality,” the Torontonian reported. cost of living“It was the best thing ever and it’s absolutely true what they say, that once you get a taste of business, it’s almost impossible to go back to the economy.”

On that trip to Iceland two years ago, she sat in business class for the first time. And Lecky says this enhanced experience has completely changed the way he looks at travel.

And it’s not just him. Experts say there is a trend among North Americans that they are spending more to travel in comfort.

Air Canada reports increase in premium cabin revenue 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 has seen “double-digit revenue growth year-over-year for its premium and business cabins,” though he declined to provide details.

“I think a lot of travelers are starting to realize that premium economy is a good place to be,” said Barry Choi, a personal finance and travel expert in Toronto.

“It’s a reasonable cost upgrade compared to economy, but it’s not outrageous compared to some business class fares.”

What is driving this trend?

Premium tickets come at a premium price. According to Choi, the price of a business class seat is usually four to five times that of economy, while premium economy fares are often nearly double the price of a standard ticket. Although those numbers may vary,

But Leckey says he’s not surprised by the premium pressure, noting that airlines have made the economy ticket experience “so undesirable” these days.

“My biggest fear when traveling economy was that I would be forced to check my carry-on and I would either miss a connecting flight or my luggage would end up on a different continent,” Leckey said.

“So the added cost of the travel business gives me a greater level of confidence and more relaxation and enjoyment.”

Especially when considering a seat in economy is not what it used to be.

In an effort to maximize revenue, airlines are squeezing Charging for amenities like more seats on their planes and more legroom and a cup of coffee, Says Professor Barry Prentice, director of the Institute of Transportation at the University of Manitoba.

Coming soon, some super cheap seats on WestJet won’t even bow downIn 2024, Air Canada cuts carry-on baggage from some of its flights,

“They have made it undesirable to sit among hundreds of people trying to stuff every last item in their luggage,” Lecky said.

Choi says the trend toward more comfortable ways to travel is also being fueled by some good old-fashioned peer pressure.

“I think there’s a little bit of FOMO and social media going on here,” Choi said.

“You certainly see people flying business class or premium and you want a piece of that, too, and I certainly don’t blame you.”

How do airlines attract passengers?

Prentice says airlines make more money on business class seats. He says that for airlines, empty seats are a waste of money, so they are always looking for ways to maximize revenue.

Prentice said, “If you can convince someone who maybe had a seat on the cheap fare to trade that seat for a higher quality seat, you now have another seat that is available to someone else who can’t go first class but they will take that seat on the economy side.”

That’s why airlines are trying to entice people to upgrade with incentives by simplifying their booking experience. Air carriers like WestJet provide customers with capacity To bid on his seat for a few days Join the real-time auction before your flight or a few hours before takeoff for a shot at a front seat.

“And they win that bid and they realize, ‘Hey, I got good value from bidding this, it might be worthwhile to bid again,'” Choi said. “So I think that’s what attracts people.”

Montreal travel agent Catherine Wellon says she’s recently seen more leisure travelers upgrading from economy to premium economy.

talking to radio noon quebecWhelan said he thinks much of the pressure is driven by dynamic pricing, a strategy where airlines adjust ticket prices in real time based on factors such as demand and booking time to maximize revenue.

“Now with dynamic pricing, I’ve actually found some occasions where premium economy was cheaper than economy,” Whelan said.

not looking back

Choi expects that going forward, a certain group of spenders will continue to spend more on travel as they choose how to spend. disposable income,

“I feel like a lot of people are trying to save more for travel because they value experiences more than things,” Choi said.

“So looking at the option, (when) they’re buying a new outfit or going out to eat or saving that money and using it for premium travel, I think it’s an easier decision depending on what type of person you are.”

As for Lecky, now that she has tasted the champagne of air travel, she says she will remain on the premium side of the curtain.

After recovering from brain cancer at 19 and battling early-stage breast cancer decades later, she says she now embraces the finer things in life because she knows how precious they are.

“The cancer journey has reminded me of the importance of time and how to use time wisely,” says Lecky.

“And there really is no time like the present because there is no guarantee of tomorrow.”