INTER V IEW
“ The introduction of
a more differentiated
top-level first class is
still a remote prospect” After celebrating its centenary year in 2019,
the suite with them from the time they board to the
time they leave the aircraft, making it easier to settle in.”
The Club Suite supports ‘micro-nesting’, whereby
passengers can settle in and make the space their own
for the flight, helped by giving 40% more personal
storage space, including a vanity unit and mirror.
“Customers also wanted a cabin that would improve
their ability to work, so we have improved
IFE and connectivity with industry-leading
wi-fi, PC/USB power and HD gate-to-gate
programming,” Ismail says.
Though the line is blurring between
first class and business class on BA’s B787s,
Ismail says the introduction of a more
differentiated top-level first class is still
a remote prospect. The airline’s focus,
at least for now, is on differentiating the
experiences through soft product.
“Our First experience still has a strong
future at British Airways,” she says. “We have
already delivered significant changes to the
onboard product and service in First as part of
our £6.5bn investment for customers, including
new bedding, amenities and à la carte menus
that would not look out of place in a revered
five-star British hotel.”
But this doesn’t mean the prospect of a
revamped first class is entirely off the table.
“We are constantly reviewing our product
propositions, considering how to innovate
and elevate the experience,” Ismail says.
SOCIAL ASPECTS
BA is considering whether social areas should play
a role in the cabin experience, but has found privacy
to be a higher priority for customers.
“We are always looking at customer
dwell areas are under consideration, but
privacy is one of the most important
aspects in First and we do not want to
compromise this,” Ismail says.
at the front of Ismail’s mind. “We are
aircraftinteriorsinternational.com
084 MARCH 2020
RESOLUTIONS
FOR 2020
British Airways has made resolutions for
improvements in 2020:
1. New destinations. The airline has
announced nine new routes for 2020 and
is promising more to come
2. New aircraft. The airline is due to take
delivery of more than 20 new aircraft in
2020, including B787-10s and A350s
3.
Club Suite. More aircraft
will be flying with the airline’s
new business class seat
4.
Caring for the environment.
BA is carbon offsetting all its
domestic UK flights, and customers
travelling further afield can offset
their individual emissions
5.
First class
class. Customers can
expect to see more aircraft fitted
with the airline’s newest First seat
6.
World Traveller. In addition
to enhancements made in 2019,
customers travelling in economy
will experience refreshed
bedding
7.
New uniforms for a new
decade. Designed by Savile
decade
Row tailoring expert, Ozwald Boateng
8. Food for
thought. The airline
is introducing new
menus across its
network thanks to
new partnerships
with gourmet caterers
9.
Lounge luxury. BA’s
lounges at Heathrow,
Edinburgh and Berlin will
be refreshed. The Elemis Spa
at JFK will also be redesigned
and re-launched
feedback and airline trends to assess areas
for improvement or innovation. Social and
The future of cabin comfort is always
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