On today’s Hawaiian Airlines earnings call, Peter Ingram, the company’s CEO, touched on some new pricing that has just begun and we have to say it caught us off guard. We hadn’t noticed that before. These are referred to as “Preferred Seats” and we have the details below. Now you have to pay unless you want the most undesirable seats on the plane.
We believe this is a way to increase airfare to Hawaii by $38-$46 per person, round-trip for many people. On the other hand, if you don’t care where you sit, either the free option to sit in the back or even the simple economy option with no prior seat assignment may make more sense. See these differences below. After all, this is a level of service that Hawaiian customers have historically expected to be free. But the reality of today’s economy seems to dictate otherwise.
Also, some airlines charge more or less depending on whether you’re a frequent flyer or have your own credit card. We didn’t show that here.
Preferred Seats are not Extra Comfort Domestic. Here’s the difference.
Their website says Preferred is +$19 to $23 per seat. “Grab a cheap seat in the Main Cabin. These are our most popular regular legroom seats.” Preferred seats will contribute between $10 million and $15 million to their annual sales, according to Hawaiian.
You pay for a regular seat without the benefits of Extra Comfort.
Hawaiian’s Extra Comfort is another, more Premium Economy-like offering. It offers extra legroom, priority boarding/screening, and in-seat AC power plug, from $54 to $144 extra. Preferred, on the other hand, only gives you an economy seat, which has a slightly better location.
This type of offering is certainly nothing new in the industry, but it is for Hawaiians. Preferred is similar to many other airlines. The product offered is in no way different from other economy seats. Instead, choose a seat further forward in the cabin (although not necessarily), or otherwise a seat that is construed as more desirable.
On A330 planes we found that some of them were even the middle pair of seats of the four in the center section of the plane. Others priced at $23 were window or aisle seats.
On A321 narrow-body aircraft, we found that all seats except those at the back of the cabin required a preferred seat at an additional cost. Also, the middle seats didn’t cost any extra regardless of where they were in the cabin.
Let’s make it even more confusing: Main Cabin and Main Cabin Basic Options.
1. No seat assignment (free or paid). Main Cabin Basic (Basic Economy) is offered on some, but not all, routes. This option gives you a lower fare, but there is absolutely no seat selection – you are not assigned a seat until you check-in. There are no flight changes and you will board in the last group.
2. Seat assignment options (free or paid). The main cabin is their version of the full economy fare, meaning you get to choose your seats, although an extra charge may or may not apply. You can also sit with companions. Flight changes are permitted. There are no change fees (although fare differences apply) – plus there’s earlier access to overhead lockers.
Please let us know what you think about purchasing “preferred seating” in Hawaiian.
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