EVA Air Renames Their ‘Elite’ Class To ‘Premium Economy’ And Introduces Some Updates

Taipei based carrier EVA Air underwent a name change for their Premium Economy product which was previously known as Elite Class and has now been renamed to simply ‘Premium Economy’.

EVA has also initiated some updates in the cabin product and well as on board amenities to bring the product more in line with international competitors.

The Taiwan based carrier has pretty weird names for their products including the frequent flyer program that bears the name Infinity Mileage Lands which isn’t really smooth sounding by any means. On top of that the airline features three different names for their Business Class products: Royal Laurel Class, Premium Laurel Class and one version is simply called Business Class.

You can access the product description for Premium Economy Class on EVA’s website (see here).

Premium Economy on EVA has its own separate cabin and comes configured as  56- or 64-seat version. The product features ergonomic seats configured 2x4x2 with adjustable headrests that are 19.3 inches wide and have extra-wide armrests as well as a 38-inch seat pitch.

Overall the Premium Economy product looks very nice:

I would definitely fly EVA Premium Economy again (did so the last time a couple years ago) however you really have to make sure that you’re able to secure a reservation in the 2-seater sides by the window as the middle section features a 4-seater row and in my opinion having to sit in a middle seat like that has nothing to do with premium.

I like the that that EVA offers Noise Cancelling Headphones:

Those can make a big difference on a long trip and even though I had a pair myself many years ago I never replaced them after forgetting them on a flight following the introduction of similar products in airline premium cabins.

Further upgrades apart from the name change include two distinct amenity kits  created to make a new, fresh impression in the inflight passenger experience. On long-haul flights departing Taoyuan Airport (TPE) , Premium Economy Class passengers get black and white Erno Laszlo amenity kits in a classic design.

On long-haul en route to TPE, EVA offers its THANN amenity kits in green and grey colors with hanging hooks that allow passengers to carry toiletries back and forth from lavatories. Both Erno Laszlo and THANN kits both contain standard items to use on board.

EVA’s new Premium Economy bedding features golden-brown quilts in soft textures and large down pillows for added passenger comfort.

If I find a proper fare on EVA to try the product on a long haul route I might actually go for it again.

Conclusion

Having so many different names for their products and on top of that names that really don’t result in any association with a specific image in mind sends mixed signals to customers and doesn’t really contribute to product recognition. When people hear Elite Class as it was previously called one would assume it’s Business Class, yet it was Premium Economy which really isn’t very ‘elite’,

EVA Air would do well going through the other product descriptions as well, find a harmonized way to name their Business Class in a simple way and maybe also design a new name for their frequent flyer program, Even renaming the FFP to Mileage Lands would be an improvement. Infinity Mileage Lands as it is right now is not only too long of a name but it overly complicates a very simple matter.

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