British Airways takes customer experience to new heights

British Airways will be rolling out a series of new developments across its products, to offer customers increased choice, flexibility and improved service, both on and off the plane.

In addition to new lounges, improved WiFi, and self-service check-ins, the United Kingdom’s official airline is investing $662 million in its Club World business class offering, and has also introduced Club Europe business class to UK domestic services.

From September, Club World business class guests will be able to enjoy a new restaurant-style premium dining service which will feature display trolleys with a selection of starters and desserts.

British Airways business class lounges at Heathrow will also offer improved food options and see the breakfast service extended to 11am.

From July, guests can look forward to a better night’s sleep thanks to fresh new linen, bigger pillows, and plush mattresses and duvets for extra comfort.

These changes will take place on flights between London Heathrow and New York JFK before rolling out across the rest of the airline’s long-haul network in 2018.

Short-haul Club Europe business class will also introduce an enhanced dining experience on board with new menus, new crockery and a wine and champagne service.

“We will invest and innovate where our customers value it most, and differentiate ourselves with a unique on-board experience and service,” British Airways chairman and chief executive officer Alex Cruz says.

“Club World and Club Europe are vital elements of what we offer and play a big part in customer satisfaction levels. We are the only UK airline to have both short-haul and long-haul networks and we want to ensure that customers connecting across our network get a consistent and distinctive British Airways experience.”

Meanwhile, the airline has launched its exclusive new ‘First Wing’ check-in area for First customers at Heathrow Terminal 5. It includes a dedicated two-lane security channel and direct access to the Galleries First Lounge and Concorde Room, offering First guests and Gold Executive Club members a more efficient, private and seamless check-in process.

Self-service check-in and biometric boarding gates have also been introduced for UK domestic flights at Heathrow Terminal 5, and customers are now also able to self-service bag drop at Heathrow and Gatwick.

Just this month, the airline has started to roll out the latest generation of WiFi across its long-haul network, with short-haul roll outs expected to commence later this year, becoming the first airline to offer connectivity using Europe’s first ever 4G high-speed inflight network.

Finally, British Airways’ airport lounges will also receive an overhaul, with refurbishments and new openings taking place across Europe and the United States over the next few years.

“Alongside these initiatives, we’re also making changes behind the scenes to increase operational efficiency and reliability through new technologies, and we’re making a commitment to achieve the highest standards of cleanliness and equipment reliability in all our cabins – our customers will really notice a step-change in their travel experience with us.”

British Airways currently operates a daily service between Sydney and London Heathrow via Singapore, and offers customers onward connections from there to more than 20 cities in the UK and 40 European countries.

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