British Airways' Club Europe class has seen a surge in popularity, with CEO Sean Doyle noting sales have exceeded expectations. Despite similarities to economy seating, the cabin offers premium perks such as lounge access and enhanced food options. Doyle references a shift in consumer preference post-pandemic towards premium products, a fact that has placed budget airlines under pressure to upgrade their offerings. The airline industry is witnessing a growing demand for short-haul premium services, particularly among leisure travelers.
"After the global financial crisis in 2008, people were saying it wouldn't work, and yet it's more popular than ever, especially for leisure passengers."
"There is really important value in short-haul premium for customers, and we are seeing that come through in the numbers."
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