The coach experience matters as much as business class for an airline – even (and especially) an airline that wants to maximize its premium revenue.
Becoming a premium carrier is a decade-long process. It stretches across the entire product offering, not just premium products. It takes investment and it takes a huge change in culture and mindset. It’s a journey not just for the airline, but for customers as well – who build their perception of the airline through the lens of experience in the back of the plane before considering whether to graduate to more expensive offerings.