Air Premia braces for long-haul battle with new Boeing 787s

South Korean carrier Air Premia announced on Wednesday a provisional deal to buy five Boeing 787-9 Dreamliner jets worth $1.4b at list prices, becoming the latest new airline to enter the highly competitive low-cost, long-haul market. The deal follows an agreement to lease three 787-9 jets from Air Lease Corp as Air Premia prepares to start flying in September 2020. It will seek another two 787-9s by 2024. Planned destinations include Vietnam and Hong Kong next year and Los Angeles, which has a large American Korean community and business ties, in 2021. It is one of several emerging players in South Korea's expanding but highly competitive low-cost market. CE Peter Sim described Air Premia as a "hybrid" airline offering greater comfort than low-cost rivals but lower fares than domestic giants Korean Air and Asiana.<br/>It will offer two classes including Premium Economy and a coach class still with extra legroom, called Economy Plus. "We are going to offer a slightly lower price than full-service carriers with a better product," Sim said. The airline is targeting customers such as empty-nesters in their 50s or 60s with an appetite for long trips in some comfort but unable to afford traditional premium fares.<br/>