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British Airways Invests to Boost Customer Experience for All

NEW YORK, April 06, 2017 (GLOBE NEWSWIRE) -- British Airways has launched its investment plans for customers, focusing on excellence in the premium cabins and more choice and quality for all. The investments include:

  • $500m in Club World (long-haul business class)
  • New lounges
  • Latest generation Wi-Fi fitted on long-haul and short-haul fleets over the next two years
  • Self-service check-in and biometric boarding gates to speed up the airport journey
  • First Wing direct security and lounge access at Heathrow
  • Introducing Club Europe on UK domestic services

/EIN News/ -- Watch Alex Cruz, British Airways' chairman and CEO reveal the airline's plans during a charter flight from Gatwick to Heathrow on April 5.

Alex Cruz, British Airways’ chairman and CEO, said: “We will invest and innovate where our customers value it most, and differentiate ourselves with a unique onboard experience and service. We’re investing in Club World, focusing now on improved catering and sleep, and in the future on a new seat.

“We’re investing in the best Wi-Fi in the sky, new lounges, direct access to security and our lounges for our First customers via our new First Wing at Heathrow. We’re also aligning our business cabin and service across all our flights by introducing Club Europe on domestic flights.”

The airline will be investing $500m in Club World (long-haul business class) which will enhance the experience of dining at 38,000 feet and deliver an excellent night’s sleep when flying with British Airways. From June, new catering will be introduced to the Heathrow business lounges to improve food quality and extend the breakfast service to 11am. In the air from July, fresh new linen, bigger pillows designed for sleep comfort, a soft mattress topper and duvet, to give customers all they need for a great night’s sleep will be supplied.

From September, a new restaurant-style premium dining service will begin in Club World, with display trolleys allowing customers to select dishes from a choice of freshly prepared starters and desserts served on beautiful new table settings. A revamped service approach will be delivered to customers with a new culinary boutique experience.

These changes will launch on flights between New York JFK and London Heathrow, before being rolled out across the rest of the long-haul network during 2018.

The airline is also developing options for a new seat in Club World with direct aisle access in 2019. Details will be released in due course.

Business and First customers will notice changes in lounges too, starting with a new complex at Gatwick Airport's South Terminal. With sweeping views of the runway, the new lounges have 40 per cent more floor space than the airline's former lounge in North Terminal.

An investment of $110m (£88m) is planned on lounge facilities in the U.S. New York’s JFK Terminal 7 will receive over $65m (£52m) worth of investment over the next two years: a refurbishment of the First and Club World lounges as well as improvements to the customer experience at check in, security and the boarding gates. Boston’s new lounge has just opened, coinciding with the A380 starting on the Boston-Heathrow route. The facility is 30 per cent larger than the previous lounge, has direct gate access and stunning views over the Boston skyline.

Next year Aberdeen and Rome’s lounges will be revamped, and Geneva will be expanded. Further investment is planned in San Francisco, Johannesburg, Manchester and Chicago. Heathrow’s Terminal 5 lounges will be revamped over the next few years, starting this month with the flagship Concorde Room for First customers, which will have new furniture and a refreshed look and feel.

From April, customers in all cabins will start to enjoy the latest generation of Wi-Fi as it’s rolled out across British Airways’ long-haul network.  Short-haul Wi-Fi will commence later in the year when British Airways becomes the first airline to offer connectivity using Europe’s first ever 4G high-speed inflight network with the aim of having 90 per cent of its total fleet connected by 2019.

Customers will be able to use their own devices to browse the internet, access email and check social media. In addition, they will have the ability to stream video content from popular sites such as Netflix and YouTube.

There will be a choice of two options: Simply Connect or Connect Plus. Customers can choose whether they connect for one hour, four hours or the full flight. Simply Connect supports basic web browsing, email and instant messaging with prices starting from $6.00 while Connect Plus provides a faster connection speed supporting video streaming services from $10.00.

Technology is also helping customers to simplify and speed up their journeys through the airport, with the opening of the airline’s first three automated self-boarding gates for UK domestic flights at Heathrow Terminal 5. The automated gates use facial recognition technology to allow customers to simply scan their boarding pass, before walking straight onto the aircraft. British Airways colleagues will still be on hand to help customers who need a little extra assistance.

Additionally, customers are now able to self-service bag drop at Heathrow and Gatwick, enabling them to label and drop off their bags before proceeding through security.

If other fast track news, today British Airways 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 for the first time. The First Wing gives First and Gold Executive Club members greater privacy and exclusivity with a dedicated combined check-in and Fast Track space.

In Club Europe news, the short-haul business cabin is being introduced on UK domestic flights this week. There will be new crockery, cabin crew pouring wine and champagne for customers and improved menus on board, which focus more closely on the length and time of day of the flight.

Alex Cruz adds: “It’s simple really – we need to deliver what our customers value most, where they value it most. We need to focus on enhancing premium products - offering contemporary service, improved catering and lounges and a consistent experience. In economy, where we know that price is the driver, we need to focus our efforts on delivering more seats at the lowest fares and giving customers choices.”

“We have an exciting time ahead. Alongside these initiatives, we’re also making changes behind the scenes to increase operational efficiency and reliability through new technologies including automatic boarding gates and a re-designed baggage arrivals process. 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.”

For further information, please contact the BA press office at

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Distribution channels: Aviation & Aerospace Industry