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Do they not do economy plus (or equivalent)? I mostly fly internationally (not a lot of domestic flying in England) and there's usually the option of spending an extra ~£100 on a LHR-EWR return for extra legroom seats. I couldn't justify the jump to Business/First, but £100 over 15hrs of flying is a no-brainer.

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Yes, but for many flights, especially international ones, the charge for those seats is not worth it.

I was looking into flights to Japan, and the Premium Economy tickets are literally double the regular economy tickets.

Many domestic flights have Premium Economy for less than double the price, but it's still expensive enough and the benefits not great enough (generally only a couple of inches of legroom--no change in seat width, no better service, etc) to generally not be worth it unless you are flying cross country.

The legacy carriers in the United States (American, Delta, United, US Airways) all have some sort of improved-economy seat with more legroom and/or more recline, and charge a varying premium to book those seats.

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