En Route drives innovation as Premium Economy soars in global travel
This is a special feature from the June/July 2025 Amenities & Comfort digital issue of PAX International, on page 29.
En Route aims to bring elements of the cabin above into Premium Economy
As airlines seek ways to differentiate in the competitive landscape, Premium Economy is emerging as a critical battleground for passenger loyalty—and a key focus for innovation. No longer simply a small cabin between Economy and Business Class, Premium Economy is evolving into an experience all its own, defined by elevated service, thoughtful design and refined onboard dining.
According to IATA, premium travel has been outpacing Economy since August 2023, with premium passenger numbers rising by 43 percent between January 2023 and May 2024. Notably, more than 90 percent of international travel still takes place in Economy and Premium Economy cabins, underscoring the importance of delivering value at these levels.
At the forefront of this evolution is En Route International. Nicole Strachan, Head of Category Development (Bakery) at En Route, describes the company’s approach to premiumization as “introducing elements from the cabin above to improve the service of the cabin you are in.”
“In Premium Economy, this means drawing inspiration from Business Class—whether that is through sourcing, product provenance or how the food is finished,” Strachan tells PAX International. “It is about showcasing thoughtful sourcing and superior ingredients that feel intentional rather than generic.”
Nicole Strachan, Head of Category Development (Bakery), En Route International
Roll reversal
Strachan emphasizes that premiumization is not about extravagance, but about delivering thoughtful, curated experiences. “The goal is to make the passenger feel that the airline has gone the extra mile,” she explains.
Rather than a standard bread roll, En Route suggests focaccia made in Italy with high-quality olive oil and herbs, or bakery items infused with flavor using sourdough starters. Or a choice between sweet and savory pastries—sun-dried tomato or pesto brioche—and aligning packaging and materials with sustainability goals and brand aesthetics.
While the trend toward elevated service is clear, it comes with operational and financial constraints. “Passengers are paying more, and naturally they want more, but we still need to deliver within a tighter budget than Business Class allows,” Strachan notes. That makes smart design essential. Products must fit within the Economy tray footprint, be quick to serve and remain cost-effective—all while feeling elevated.
Innovation in this space comes down to the details. “A printed menu can tell the story behind the meal and help the passenger feel informed and considered,” Strachan says. The aroma of warm bread in the cabin can subtly signal a higher level of care. She also points to small additions like an optional sauce or regional cheese selection as low-complexity enhancements that go a long way.
Textured sourdough and infused butter can elevate an Economy service to Premium Economy
Lean on the region
Across the globe, En Route is seeing carriers lean into regionality and identity. “Locality is becoming more important, with airlines showcasing regional ingredients or culturally inspired dishes,” Strachan says.
Partnerships with premium food brands and renowned chefs are also on the rise, she says, helping to elevate the perception of quality while managing costs through strategic co-branding.
Health-conscious and plant-based options are another growing focus. “Wellness is gaining traction, and even simple things like cold-pressed juices using seasonal fruits can add a refined and thoughtful element,” she adds.
Looking ahead, En Route sees Premium Economy as a key part of the future airline offering.
Regionally sourced fruits for health and wellness juices adds provenance
“It is here to stay, and it presents a fantastic opportunity to expand the breadth and impact of our offer beyond the traditional three-class structure,” Strachan says. The company is focused on creating experiences that feel differentiated from Economy at every touchpoint—from menu design and plating to pre-order meals and special dietary accommodations.
“As more passengers choose experience over material goods, every moment onboard becomes an opportunity to add value,” Strachan explains. “The future of Premium Economy dining lies in smart, thoughtful enhancements that align with both operational realities and the evolving expectations of today’s traveler.”
