British Airways (BA) has unveiled its new business class flat-beds, which aim to offer more comfort, privacy and entertainment to customers.
The £100m overhaul of Club World, which was revealed in Marketing Week earlier this year (MW February 23), is part of an investment in the airline’s premium products that will take 18 months to roll out across the fleet.
The new beds are 25% wider than previously and also have a new “Z” position that is more comfortable for watching in-flight entertainment. Each seat also has an electronically operated privacy screen, a laptop lock where customers can store electronic items, a standard 110v US style in-seat power socket that only needs a UK/USA adaptor and an enhanced in-flight entertainment system that allows customers to pause, stop, fast-forward or rewind films and programmes.
BA chief executive Willie Walsh (pictured) says: “British Airways set the industry benchmark with the launch of the first flat bed for business customers in 2000. Our new Club World flat bed re-establishes our position as market leader.”
Premium cabins are the most profitable segment of BA’s business and the airline plans to increase Club World capacity by 8% next year.