Visitors to the Continental Airlines stand at the Business Travel and Meetings Show (BTMS) can try out the airline's new flat bed seat.
The new seat made its debut in November last year, and is currently being installed on Continental's B757s and B777s, appearing on UK routes this summer.
Bob Schumacher, Continental Airlines senior director - U.K. & Ireland, said the launch of the new seat had coincided with some green shoots in the premium travel sector.
"It's been a long time in the planning so it would be not rght of me to siggest that we've done this to time with the bounce. It's a wonderful coincidence and the bounce is beginning to occur now.
"What we've realised over the last couple of years is that it is time for us to make sure that we hasve a state of the art piece of equipment in the business cabin, that's what the traveller desires and deserves. This is our answer to it."
The new seat reclines to a fully flat position and provides at least 6 ft 4 in (1.93m) of sleeping space in the fully extended position.
The seats also have laptop power, headsets, USB plugs, iPod connectivity and 15.4 in (39cm) video monitors with on-demand movies, music and games.
"Visitors to the stand at the show will be able to sit down, lie down, press the buttons and plug in their ipod," said Schumacher.
All Continental flights departing Heathrow to New York and Houston will feature the seats from June 2, 2010.
After the show, the seat will go on a roadshow around Britain, to Bristol, Birmingham, Manchester, Edinburgh, Glasgow, Belfast, Shannon and Dublin.
"The current 757 installation schedule indicates that nearly 80 percent of the fleet will have the new seat installed by year end, so all the U.K. and Ireland markets will start seeing the new seat regularly from the autumn," said Schumacher.
www.continental.com