BA has unveiled its new-look Club World. CEO Willie Walsh was on hand at Canary Wharf's impressive East Wintergarden on Monday morning to introduce British Airways new and very much upgraded business class product. Looking and feeling more like the First Class of less than ten years ago, the new Club World has a seat width of 25.25" (64cm), claimed to be the widest now on offer, over 5" wider than its predecessor.
As a bed, and for the first time, the seat features what the airline calls the "Z" position, supporting the knees and back in a seated recline. This gives a total length of 78" (198cm), again a considerable gain on the current offering. Perhaps the most obvious improvement is the privacy screen. Gone is the fan-like contraption, replaced with an electronically controlled partition. You can either speak to your neighbour or completely disregard them. The new seat units are clearly a great step forward with the only question mark the choice of pale shades which will require much upkeep to stay in pristine condition.
British Airways has chosen the introduction of the seats to upgrade the in-flight entertainment (IFE) offering in all classes for its long haul fleet. This includes the 767s on some of the thinner routes. Supplied by Rockwell Collins the new IFE offers a full video on-demand facility with interactive control. The system boasts the ability to run over 200 entertainment choices, with 100 films and TV programmes, 70 CDs and 20 games as well as radio channels and audio books.
With the new Club World out goes Raid the Larder, the current between-meals concept, and in comes Club Kitchen, which will also offer hot snacks from early 2007. A range of edibles is available including sandwiches, wraps, bite-size cakes, crisps and a bar selection in a stand-up area of the galley.
Mr Walsh said: "British Airways set the industry benchmark with the launch of the first flat bed for business customers in 2000. Out new Club World flat bed re-establishes our position as market leader.
"Our premium cabins are our most profitable segment and we are re-configuring our aircraft to increase Club World capacity by 8%, moving from 38 to 52 seats on some of our Boeing 747 aircraft.
"We are giving our customers what they want - not gimmicks and gadgets - but an environment that is comfortable, flexible and private, with service that anticipates their every need."
Image: ABTN editor-in-chief Malcolm Ginsberg tries out the new BA Club World product well looked after by Julie Hicks (top) and Clare Champion, BA cabin staff. The new divider can be clearly seen, as well as the TV screen and drop down table.