Flyers Rights reckons that the average width of a plane seat has shrunk from 18 inches to 16.5 inches in recent years, while legroom has dropped from 35 inches to 31 inches, although some US carriers offer just 28 inches.

The new moves by Virgin and BA could be seen as a good way to measure whether flyers are indeed willing to pay more for greater comfort, or happy to pay the same (if not less) for discomfort.

Virgin will offer a new type of economy-class seat with legroom of 34 inches, bigger than the current economy offering of 31 inches. But it’ll require buying an ‘economy delight’ seat, which presumably will be more expensive than lower-classed economy seats.

"When I started Virgin Atlantic in 1984 we wanted to change the way people fly – to make it amazing and unforgettable, wherever you are sat in the plane,” Virgin Group founder Richard Branson said.

"We’re investing in the future of flying economy and from spring 2018 customers will be able to choose to fly ‘economy light’, ‘economy classic’ or ‘economy delight’."

Branson said it was the biggest change to the airline’s economy cabin in a decade, costing them £300 million (AU$533 million). Virgin Atlantic has not released ticket prices for the various classes. Nor has it released the legroom available on ‘economy light’ seats.

While Virgin’s playing with the names of economy class, British Airways plans to introduce narrower seats to add an extra passenger space into economy rows on some aircraft. 

BA revealed its new World Traveller Plus and World Traveller cabins this week, and although the airline emphasised its “elegant new seats” with entertainment screens that are 50 percent larger, British newspaper The Telegraph pointed out that the new World Traveller section on planes would contain 10 seats per row instead of nine, meaning that the new seats may be elegant but they’ll also be smaller.

The newspaper noted that when Qatar Airways made a similar change, it’s seat-width went from 18.5 inches to 17 inches. World Traveller is BA’s name for economy class on long-haul flights.

Are you happy to pay extra for more legroom? Have you noticed that flying in economy has become increasingly uncomfortable in recent years? Let us know in the comments section below.