A recent shift in seat allocation and pricing strategy by Kenya Airways has drawn concern from regular passengers, particularly frequent flyers and families.
The national carrier, like many global airlines navigating financial recovery, has been increasingly monetizing seat selection.
The move, while commercially strategic, is generating growing discontent among its loyal customer base.
What initially began as a justified surcharge for select seats, such as those located at emergency exits with extended legroom, has gradually expanded into a more aggressive pricing structure.
Today, nearly all seats located in the forward section of the aircraft, including standard window or aisle seats, are designated as premium.
These now attract additional charges during booking, regardless of fare class.
This emerging model has created logistical and financial challenges for families and groups seeking to travel together.
In many cases, travelers are compelled to either pay considerably more to select adjacent seats or accept dispersed seating arrangements, with younger or elderly passengers often separated from their companions unless fees are paid upfront.
The pricing structure has also inadvertently led to a recurring pattern of underutilized cabin space.
Entire rows at the front of the aircraft frequently remain empty on otherwise full flights, not due to lack of demand, but because passengers decline to pay the added costs for these “premium” positions.
“Hi Nyakundi. I’m a regular traveller with Kenya Airways and I’ve noticed some recent changes in seat selection policies. Initially, paying extra for fire exit seats made sense because of the additional legroom. However, now it seems that all seats from the middle forward are being sold as premium, and it’s becoming increasingly difficult to book them. Many times, I’ve flown with the front section of the plane empty due to these seat restrictions. Even window seats now attract a higher charge. This becomes a bigger challenge when travelling with family, as we often end up booking separate seats or being forced to pay significantly more to sit together in these restricted areas.”
From a commercial standpoint, this approach aligns with broader industry trends aimed at increasing ancillary revenue, a strategy heavily adopted by both low-cost and full-service carriers globally.
Airlines have been shifting towards unbundled pricing models, where services traditionally included in the ticket, such as baggage, meals, and now seats, are billed separately.
While this model has proven lucrative for airlines seeking to offset operational costs and volatile fuel prices, it often does so at the expense of customer satisfaction.
Kenya Airways, operating under tight financial conditions and facing stiff competition across key routes, appears to be leaning into this model.
However, the trade-off between immediate revenue gains and long-term brand equity is increasingly being scrutinized, especially as global consumer expectations around transparency, fairness, and customer experience continue to evolve.
While premium seat charges are now standard practice, airlines must balance revenue optimization with customer convenience, particularly when it comes to family seating and the perception of value among returning passengers.
For a carrier like Kenya Airways that positions itself as a premium African airline, preserving customer goodwill remains critical.
As competition intensifies and travellers become more discerning, the challenge lies in ensuring that pricing innovations do not erode passenger loyalty or weaken the airline’s overall reputation for service excellence.
