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British Airways defines air travel in the 21st century
Source: Manila Bulletin
Author: Christopher Datol
Date: 2000-02-21
 
British Airways (BA) recently introduced a new additional class and an

improved business class, as essential features of future air travel.



The improved section, dubbed a “flying lounge,” contains state-of-the art features for

business and leisure travelers.



BA’s business class called “Club World” will also have a new armchair-style seat that

transforms into a six-foot, fully-flat bed at the touch of a button – a first for any

business class. Each seat will be installed with modern features such as a laptop

power socket, a telephone and a new larger screen video.



“Our research has shown that customers want a little more of relaxation, that’s why

we redesigned our seats to transform into beds – not reclining, but fully flat beds.

Sleep is important to our clients, so when they hop out of the plane, they are

well-rested and can immediately go to their destination,” said Natalie Puey, BA

marketing manager.



Puey also said that the beds are for use in long-haul trips only like intercontinental

flights from Asia to Europe.



“First” class clients, meanwhile, can enjoy a unique environment emulating that of a

top class hotel, with greater privacy and substantial space. The radical layout makes

for 30 percent more space than other business class cabins.



But those flying first class will have a longer (6.6 ft) and wider “bed” for premium

comfort. The cabin exclusively accommodates only 14 passengers.



“These are among the highlights of British Airways’ £600 million (US$1 billion)

redevelopment program. We always keep on trying to innovative, see what customers

really want as years go, and as we get more hi-tech, you have to go with the time,

so we decided to acquire these modern features,” said Puey.



Another first for BA is the addition of a “revolutionary” fourth cabin that is an upscale

version of the economy class. This makes BA the first major international airline to

offer four entirely separate cabins for business and leisure travel.



Fitted between Club World (business) and World Traveller (economy) cabins, World

Traveller Plus (fourth cabin) was specifically designed for cost-conscious business

travelers and high value leisure travelers who travel in economy today but want a

little more comfort and space and are prepared to pay a small premium.



The new separate cabin will feature newly designed, wider seats at eight abreast and

extra legroom – 38-inch pitch – 7 inches wider than the current World Traveller. Seats

in World Traveller Plus are set at 2-4-2, while those in World Traveller have 343

seats.



“The World Traveller Plus is perfect for travelers who want to enjoy space, and they

only have to add roughly 20 percent to the price of an economy seat,” said Puey.



The new generation product line was the offshoot of a detailed customer survey

conducted by British Airways, seeking for the expectations of the 21st century air

Traveller.



Puey said the first flight of the BA’s New Generation Products will be held in March 1,

with a flight from London to New York. Filipinos on the other hand, can start enjoying

these products on October 2000.

 

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