We need to make flying more fun in economy class.
It's time to reflect on 50 flights in economy
In 2024, I flew 54 times—around 50 of those in Economy class, the cabin where most of the world flies. And yet, despite being the heart of the passenger experience, Economy is too often treated as an afterthought. Only a select few airlines have mastered the art of making the back of the plane feel like more than just a seat.
Analysing profit in Y class.
In one of my earlier posts, I highlighted how airlines use clever marketing touches throughout the flying experience, such as placing their logo on wingtip devices, subtly reinforcing brand identity even during mid-flight.
But here’s the next step: integrating that same branding mindset into the actual product, especially in Economy class. Let’s analyse the cabin of Virgin Atlantic, which I recently flew.
This aircraft has 235 seats in Economy class. At an average fare of €235 per passenger, which aligns with what I paid, that’s €55,225 in gross ticket revenue from Economy alone.
How can an airline improve the economy class experience while staying true to its brand?
Let’s go back to my analysis: once you account for fuel, crew, catering, maintenance, landing fees, and overhead, the typical operating cost per Economy passenger can range from €120 to €150 on a short to medium-haul flight. Using a mid-range estimate of €135 per passenger, the total operating cost for Economy is approximately €31,725.
That still leaves the airline with an estimated €23,500 in contribution margin, just from Economy class. And that’s on a flight many would call “standard” - it’s pretty good, but there are ways to improve. Let’s see what we can do.
The amenity kit you see here is standard in Business Class: an eye mask, socks, skincare products, a toothbrush, and toothpaste — small touches that quietly reinforce comfort, care, and attention to detail. Now, imagine adapting this concept to Economy class.
The first step? Don’t just ask what we can afford to give? — Ask what our brand stands for?
Let’s say the brand is fun, family-oriented, and accessible. That immediately changes the brief. Creams and luxury items? Not essential. Instead, why not create moments of delight that reflect your passengers and destinations?
For children: a mini kit with a pack of Top Trumps cards, a playful eye mask, and a simple activity booklet.
For adults: a humorous eye mask — something that adds a lighthearted touch to the journey and maybe even earns a few smiles.
For leisure travellers: tailor the kit to their destination.
Flying to the Caribbean? Include a travel-size sunscreen.
Arriving in a major city? A pair of earplugs and a small card with local tips or transit info can add real value.
This isn’t just about amenities — it’s about using physical touchpoints to express brand identity, spark positive emotions, and leave a lasting impression in the part of the plane most passengers experience.
The economy isn’t just a seat. It’s an opportunity.
Could airlines feasibly do this marketing stunt?
On a typical flight with 235 Economy passengers, a brand-aligned amenity kit program could be introduced at a modest cost. Assuming 15% of travellers are children, and the rest are split evenly between sunny and urban leisure destinations, the total cost of offering tailored kits, including items such as Top Trumps cards, humorous eye masks, earplugs, or sunscreen, would amount to just €251.25. This represents a minimal deduction from the estimated €23,500 contribution margin, leaving approximately €23,248.75. For barely more than €1 per passenger, the airline can significantly enhance its brand perception and passenger experience, reinforcing its identity where it matters most: in the cabin, where most people fly.
Why should airlines do it?
At the Apple Store, customers are encouraged to touch, try, and interact with the products. Why? Because physical interaction increases the likelihood of purchase.
The same principle applies to airlines.
When passengers engage with a physical expression of your brand — even something as small as an amenity kit — it creates a tangible connection. And when that item feels like a free gesture of goodwill, rather than something built into the ticket price, it leaves a lasting impression.
These touchpoints matter. They turn a routine flight into a branded experience — and ultimately increase the likelihood that a customer will fly with you again. The more passengers interact with your brand physically, the more emotionally invested they become. In a highly competitive market like long-haul travel, emotional connection drives repeat business.
Food, a way to travel with your pallet.
With 557 passengers in Economy and an average one-way fare of €483, I estimate Emirates generates approximately €129,781 in contribution margin per Europe-bound A380 flight. That’s before factoring in onboard extras, such as amenity kits or meals.
Now, consider the catering experience. On my recent flight out of Paris, dinner consisted of a hearty beef bourguignon accompanied by a glass of Sauvignon Blanc, followed by a cheesy bread served as breakfast before landing in Dubai. Assuming decent-quality, mass-produced components, the total catering cost per passenger amounts to approximately €7.50, or €4,178 for the entire cabin. Leaves a pretty big margin.
How can airlines make meals better?
Let’s imagine I’ve acquired a second-hand A380 from Emirates and configured it with a similar high-density layout — 557 seats in Economy. But unlike Emirates, I’m based in France and flying to the Middle East. So, how do I create an Economy experience that convinces passengers to choose me instead?
The answer: local identity and emotional connection.
Instead of generic airline meals, I partner with regional producers to offer a distinctly French onboard experience. Each passenger, assuming no dietary restrictions, receives:
One slice of locally sourced Brie de Meaux
A small glass of Alsace Riesling
A warm Ficelle Picarde, a savoury crêpe from northern France, not far from CDG
A Paris-Brest, a locally made pastry for dessert.
Every detail — the tray, glass, lid, and even the napkin — carries the airline’s branding, reinforcing the experience as thoughtfully curated, not mass-produced.
The cost? Roughly 9.40 per passenger, or €5,235.80 for the entire Economy cabin. Even after this is deducted from an estimated €124,545.20, a substantial margin remains, accompanied by an elevated product offering.
Changing economy class is within reach.
On a flight with 235 passengers paying €235 each, the airline earns approximately €23,500 in margin after covering operating costs. For just €1 per passenger, a tailored amenity kit adds personality and value without significantly impacting profits. On a larger A380 with 557 seats, even a premium French meal with wine and dessert costs just €9.40 per person, leaving the airline with over €124,500 in profit.
These aren’t just extras — they’re brand touchpoints. A playful eye mask, a slice of Brie de Meaux, a card game for kids — small things that create emotional connection, enhance loyalty, and set your airline apart. In a competitive market, fun isn’t frivolous — it’s a strategic advantage.