If you’re flying long haul anywhere in the world then we’re pretty sure your priorities almost every time are food and sleep, and that is why British Airways have just invested £400 million into these areas as part of its Club World package.
In an ever-more competitive marketplace, brand collaborations are proving a popular way for airlines to stand out – American airline United’s new Polaris business class, for example, has bedding from Saks Fifth Avenue and Soho House washbags filled with Cowshed toiletries.
In BA’s case, they have recently teamed with stylish and luxury homeware outfit The White Company of London.
Passengers will be treated to a large White Company pillow, a soft woven blanket with satin trim, a light, specially developed duvet and padded under-sheet.
Amenity kits also provided contain a jersey eyemask, a lip balm, moisturiser and a calming ‘pulse point’ balm from its Restore & Relax Spa Collection.
The White Company products are currently being made available on a route by route introduction, and should be on all Club World flights by summer 2018.
People on night flights are also provided with pajamas, as well as being given the option of sleeping longer, with breakfast cards completed in advance for those who want to be woken.
As regards catering, the new Club World menu aims to deliver a real restaurant experience in the sky. They’ve considered everything from flavours and textures, to look and feel - all of which have to work at altitude. The dishes are designed to pop with taste and the table settings are both elegant and practical.
For example a flight menu from Heathrow to JFK will allow you to choose from freshly prepared, pre-plated starters, desserts and cheese from a trolley that is wheeled down the aisle, rather like in a traditional fine-dining restaurant.
Also, BA’s new approach sees passengers choose from roasted beef carpaccio; a tapas selection of tuna and tomato tart, avocado, jamón Ibérico and aged Manchego; smoked red pepper soup with a cheese straw; and seasonal salads.
Also presented on bespoke white china were sweet options ranged from tiramisu and warm chocolate soufflé to diced mango and watermelon.
Main courses are ordered from the á la carte menu as before. Across the board, the emphasis is on ‘provenance and seasonality’. More stylish (yet durable) cut glassware is another new feature, and there are three champagnes available – Champagne Henriot Brut Souverain NV, Champagne de Castelnau Brut Réserve NV and Champagne de Castelnau Brut Rosé NV.
As well as a new First Wing check-in area, and the introduction of a Club Europe cabin on UK domestic services in 2017, other enhancements BA is working on will include renovations to lounges across its network, and the installation of high-speed 4G Wi-Fi across its long-haul and short-haul fleets over the next two years, as at the moment, just four planes have it.
For more information about Club World please click here.