Virgin Atlantic premium economy

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When you're 30,000 ft above the Mediterranean, a couple of extra inches can make a real difference. That's the simple premise behind Virgin's Premium Economy service, first introduced back in 1992 as ‘Mid Class', and aimed squarely at the cost conscious business traveler who for budgetary reasons flew economy, but still required extra space in which to work or relax. 15 years and one rebranding later, and as every airline seems to have its own equivalent, Virgin is fighting hard to stay ahead of the game. So what to offer those passengers wedged between Upper Class and Cattle Class? Those passengers who are partial to a glass of bubbly upon takeoff, but disinclined to fork out for a flat bed and foot massage?

The Premium experience begins in the terminal, with dedicated check-in stations for those who choose not to take advantage of the airline's online check-in capabilities. Premium Economy also means priority boarding, so when you make it to the gate, you're not left kicking your heels, or forced to join a 300-strong queue.

Once onboard, and having forgotten to pack a tape measure, I'll have to trust the airline that its Premium Economy seats are around three inches wider than other airlines' same-class seats. I certainly used all 21 inches during my seven-hour flight, and there's no doubt that the extra wiggle room makes a huge difference - so much so, that after a few minutes stretched out in Premium, the thought of stepping back down to regular economy becomes an uneasy one indeed.

Wherever on the plane you're sitting, two constants in particular have helped Virgin establish itself as one of the world's premier carriers, and continue to impress. The inflight entertainment is peerless, with a wide range of movies and television programmes, and even a selection of games for those with itchy thumbs. From the mainstream to the arthouse, and from children's cartoons to special interest documentaries, there is something to suit every passenger.

Also without match is the attitude of the Virgin stewards, who are helpful and actually seem to enjoy what they are doing, which makes a delightful change from the sour-faced crones you can occasionally stumble across on other carriers. The outstanding service even helped to take the edge off my disappointment when I was told that my choice of lunch (lamb, since you ask) had run out. The alternatives were fine, ‘but there's no excuse for not stocking the larder properly before takeoff', I grumbled to a stewardess with the patience of Mahatma Gandhi. However, while the course of my return flight to London acted as an excellent acid test for the Premium Economy experience, it did expose a potential fly in the ointment, at least for business travelers. On the outbound journey, I travelled in the morning and was therefore happy to take advantage of the great food, excellent entertainment, and other little perks that set a Virgin flight apart from the rest.

The return journey, however, was overnight - at which point I became very aware of just how many young children fly Premium these days.

The cost of upgrading from regular apparently does nothing to prohibit parents from bumping their little livewires up a notch, and as a result on both journeys, I found myself surrounded by overexcited kids. Now, I'm not pushing a blanket ban on pre-teens in the skies, but it does present a problem for the business exec that needs to work or get some sleep.

While it's terrific that Virgin's pricing structure allows families to travel together in style without breaking the bank, a business traveler may need to upgrade all the way to Upper Class if he or she is to guarantee a quiet ride.

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