Business Class customers travelling between London and New York JFK will now be able to enjoy new bedding in Club World from The White Company, which makes its first appearance on board this week.
The British retailer has designed an exclusive range for British Airways that includes a bespoke luxury duvet, a luxuriously soft large pillow and white cotton pillowcase. Customers will also receive a super soft woven blanket with satin trim, an elegant day cushion that doubles as lumbar support, and a padded mattress cover to give an extra layer of comfort.
In addition to new bedding, British Airways has also introduced a new range of Club World amenity kits, also designed by The White Company. Inside each kit passengers will discover products from the retailer’s ‘Restore & Relax Spa Collection’ that have been specially selected to help counteract the effects of long haul air travel.
The transformation of the airline’s business class is part of a £400m customer investment plan to improve excellence across premiums cabins.
Carolina Martinoli, British Airways’ director of customer experience, said: “Our investment in Club World is well underway and we’re incredibly excited that customers flying in our business cabin will now be able to enjoy plush new bedding from The White Company. Our new sleep products have been inspired by insights and feedback from customers and our cabin crew so we’re thrilled to see the designs come to life. We hope our customers enjoy snuggling down on board and arriving at their destination feeling fully refreshed and relaxed.
“Research shows the things that customers value most in our premium cabins are: quality of food and drink, service delivered by cabin crew and the ability to sleep. This new partnership combined with the recent rollout of the restaurant-inspired dining service means our customer investment is targeting all three areas.”
The new bedding from The White Company will be gradually rolled out across British Airways’ long-haul network by summer 2018. In September a new restaurant-style dining experience was introduced on flights between Heathrow and New York JFK, allowing travellers to select their choice of freshly prepared starters and desserts from new display trolleys, which are pushed down the aisle by cabin crew.
British Airways is also introducing a number of measures to maximise available sleep time for customers in business class Breakfast cards will be given out so that customers can let staff know if they would like to be woken up for breakfast, and if so, what they would like to eat. If they opt out of breakfast, they’ll be left to sleep until landing.