United Airlines has launched a new turn-down service for customers seated in United Global First, offering travelers an added touch of luxury and a better sleeping experience on long-haul flights.

Customers may enjoy a new sleeping cushion with a 250-thread-count outer cover in addition to the standard plush duvet, soft pillows and Philosophy-brand amenity kit.

Upon request, crew members will position the cushion, duvet and pillows within the flat-bed suite for customers.

The service is available for United Global First customers on all long-haul international flights.

“Throughout their travel experience, our Global First customers expect the highest level of service,” said Mark Bergsrud, United’s senior vice president of marketing.

“The new turn-down service offers customers even more comfort, enabling them to arrive at their destinations refreshed and ready to go.”

Customers seated in United Global First experience a higher level of privacy and comfort, priority airport services and more-personal attention.

In United’s three-cabin aircraft, United Global First suites offer flat-bed seats, additional storage compartments, a multi-course meal with fine wines and noise reduction headsets.

On most aircraft, United Global First suites also offer laptop power, USB ports and personal on-demand entertainment.

United is investing $550 million in fleet-wide onboard improvements, including offering the world’s largest fleet of flat-bed seats, with more than 175 aircraft with 180-degree flat beds in premium cabins once the airline completes the installation in early 2013.

United also anticipates launching satellite-based Wi-Fi on international wide-body aircraft by the end of the year, enabling customers to stay connected while travelling on long-haul overseas routes.