British Airways believes a new Club World cabin, with a flat bed 25% wider than before, will fight off increasing competition for business traffic in what is the most profitable part of its business.
The beds, unveiled this week, will be installed on 100 long-haul Boeing 747 and 777 aircraft within 18 months. Chief executive Willie Walsh said: “Customers will be able to turn more easily in bed, the key to a good night.
The £100 million investment comes after BA finished refitting its Boeing 767 fleet with the first flat beds, launched in 2000, just four months ago.
The relaunch offers flexible eating arrangements, new menus, enhanced entertainment and a new cabin design with toned-down lighting.
But the centre-piece is the seat, considerably wider at the shoulder than the knee, and configured in facing pairs with a sliding partition.
Head of in-flight development Jamie Cassidy said: “The whole package beats our rivals, but the key is the privacy, comfort, width and stowage.”
The seat can be configured in a Z shape. “It’s a great way to lounge when you don’t want to lie flat,” said Cassidy. Expect to see a major advertising campaign next spring.
Walsh said: “It’s a fiercely competitive market and we felt we had to take a lead. We carry more premium-class passengers than anyone. Customers have told us they want more privacy, more personal space and more flexibility on the ground.
He added: “I’m surprised how few of our rivals have a flat bed. It has taken them a long time to get up to our level and it will be a long time before anyone can get back up to us now.”
Walsh insisted the fare structure would not change. The Club World cabins on some B747s will be enlarged from 38 to 52 seats.
Business class beds: who does what?
Flat-bed seats
Recline to fully horizontal. Offered by BA, Virgin Atlantic, South African Airways, Air New Zealand, ANA.
Lie-flat seats
Fully recline, but at an angle. Offered by carriers including Air Canada, Cathay Pacific, Eos Airlines, Air France, KLM, Lufthansa, Qantas, Singapore Airlines.