AIRLINE GETTING MORE COMFORTABLE, MORE PERSONAL
By Adnews Staff
British Airways is embarking on a billion-dollar three-year revamping of its business and first class service around the world. Some of the changes, announced this week, are similar to business class improvements announced earlier this month by Calgary-based Canadian Airlines International, to start in October: bigger, more comfortable, adjustable seats, more video and audio channels, flexible meal times - all flowing from extensive consumer research. The British carrier's improvements start with its Club World long-haul business flights, for which conversion of cabins is already 50% complete; seats are being widened 25% and made adjustable. First class passengers will be installed individually in modular cabins within the cabin for privacy, and will be able to stretch seats straight out to convert them into beds. Menus will be changed to feature bistro style meals, buffets and food ordered à la carte, all eaten by passengers when they are ready, not when the crew is ready to serve them. The airline says a whole new approach is to be taken by crews. They are being told to throw away the manuals and adopt a more person-to-person approach with passengers. BA's research leading up to the changes included asking 40,000 people around the globe what they would do if they ran an airline. Worldwide advertising for the new service starts in January, done by British-based M&C Agency, Maurice and Charles Saatchi's new shop. It will be adapted and placed in Canada by Vickers & Benson Advertising in Toronto.