Radical new products that will redefine longhaul business travel and set new benchmarks in comfort and design are being developed by British Airways.

The airline plans to create a mould-breaking “lounge in the sky” for the airline’s Club World passengers that will feature completely flat beds, a new state of the art multi-channel entertainment system with bigger screens, in-seat power for lap top computers, email, phones and fax.

These are just some of a number of tailored projects for individual markets which the airline plans to introduce for its premium passenger.

Bob Ayling, British Airways’ Chief Executive, said: “Innovation is the hallmark of all British Airways product design. This exciting new concept is yet another first that will
re-define business travel for our premium customers and set the pace for industry.

“British Airways is set to deliver £1 billion of cost savings and has restructured to compete more effectively. We’re now investing for our customers starting with Club World, followed by significant improvements to First, Club Europe and Concorde.”

The project is part of a master plan to increase the number of business passengers flying with the airline. Combined with fleet and network changes, it will ensure that British Airways emerges from current market conditions with lower costs and a very young fleet focused on the most profitable sections of the market.

The new product was created by British Airways’ in-house product innovation team and London-based designers Tangerine. It will give business passengers the flexibility to sleep, work, or relax when they want to.

The new product, which will be introduced on the airline’s blue ribbon routes, will revolutionise travel for business passengers in the same way that the “flying bed” for First class passengers set new industry benchmarks when it was introduced three years ago. A major programme of improvements to the airline’s First, Club Europe and Concorde brands is planned later this year.

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