What I'm trying to lead up to is that while I'm all for an airline charging whatever it can get away with, the fare levels are currently so high that a large potential market long-haul is abandoned to the likes of Emirates to the UK and goes unmet to North America.

I would like to see either the Premium Economy seat markedly improved (or a fourth Business Lite type class introduced) with a Jetstar Starclass-style wide seat with 40 inch pitch.

I would love the current Premium Economy seat to be abandoned in favour of a wider seat like the old Business Class, but with less recline. It would be configured 2-2 upstairs on the 747 and 2-2-2 downstairs and on the 777.

If that seat was available, then fare levels of $3500 AKL-LAX or $4000 AKL-LHR would not just be reasonable, but I could see a demand for around 80 seats on the 747 and 50 on the 777, which is pretty much a doubling of current demand.

At present, both the 747 and 777 carry a much higher proportion of Economy passengers than on equivalent flights by the likes of ANA or BA.