Why some airline travellers are opting for a seat upgrade, despite the big price tag

When Jane Leckie got her second cancer diagnosis, she decided it was time for a splurge. So on her next trip, she sprung for business class. 

“I very much appreciated the improved service quality,” the Torontonian told Cost of Living. “It was the best thing ever and it’s absolutely true what they say, that once you’ve tasted business, going back to economy is almost impossible.”

That trip to Iceland two years ago marked her first time ever sitting in business class. And Leckie says the elevated experience totally changed the way she looks at travel.

And it’s not just her. Experts say there is a trend of North Americans who are shelling out more to travel comfortably. 

Air Canada reported that premium cabin revenues were up five per cent in the second quarter of 2025 compared to the same time last year.

In an emailed statement, a spokesperson from WestJet also told CBC that the airline has seen “double digit year-over-year revenue growth for their premium and business cabins,” though they declined to give specifics.

“I feel like a lot of passengers have started to realize that the premium economy is kind of the sweet spot,” said Barry Choi, personal finance and travel expert in Toronto.

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

Premium tickets come at a premium price. According to Choi, a business class seat typically costs four to five times more than economy, while premium economy fares are often about double the price of a standard ticket, though those numbers can vary. 

But Leckie says she isn’t surprised by the push for premium, given that airlines these days have made the economy ticket experience “so undesirable”. 

“My greatest fear when travelling economy was that I’d be forced to check my carry-on and I would either miss a connecting flight or my luggage would end up in a different continent,” said Leckie. 

“So the added cost of travelling business just gives me a greater level of confidence ... and a greater [level] of comfort and enjoyment.”

Especially when considering a seat in economy isn’t what it used to be.

In an effort to maximize revenue, airlines have been squeezing more seats on their planes and charging for perks such as more legroom and a cup of coffee, says professor Barry Prentice, director of the Transport Institute at the University of Manitoba.