British Airways has teamed up with another iconic British brand, The White Company, to launch its new, ultra-luxurious Club World service.

Despite pressure on airlines to compete in the luxury cabin market, there is still plenty of room at the top for airlines to woo their premium customers and British Airways (BA) is doing just that – to the tune of £400 million.

That’s how much BA is spending to position itself into a higher level of sophistication in the hyper-competitive premium-cabin market.

British Airways Premium Cabin - Compelo
Image©British Airways.


As a result, high-end customers can look forward increased levels of comfort and style in flight and on the ground. In addition, the new Club World service offers new dining options and a smoother pre-boarding experience.

British Airways partners with The White Company

Forget a few hours of stolen sleep in a cramped seat. Club World passengers can kick back in style thanks to luxury amenities provided by The White Company.

The luxury lifestyle brand is one of the UK’s fastest-growing multi-channel retailers with over 50 stores across the country.

“Our investment in Club World has started and we’re kicking off by helping our customers sleep even better in the skies,” said Alex Cruz, British Airways’ chairman and CEO. “Partnering with The White Company, another quintessentially British brand renowned for quality and style, is the first step in a multi-million pound investment for our premium customers.”

Club World’s White Company bedding includes an exclusively designed large pillow and white cotton pillowcase. Plus, there’s a super-soft woven blanket with satin trim, a specially developed luxury duvet and a padded mattress cover.

British Airways Premium Cabin - Compelo
Image©British Airways


Passengers travelling in Club World between Heathrow and New York JFK will additionally be given a new elegant day cushion. This doubles up as a lumbar support when working or relaxing on board.

New amenity kits come in an elegantly designed bag containing products from The White Company’s ‘Restore & Relax Spa Collection’. Club World customers even get a luxurious jersey eye-mask.

A time to dine

BA has also launched a restaurant-style dining service in its long-haul business cabin on flights between Heathrow and JFK.

As such, Club World customers can select their own freshly prepared starters and desserts from new display trolleys. These include Loch Fyne smoked salmon tartare and Viennese-style apple strudel.

Furthermore, the carefully curated wine selection includes a Bourgogne Chardonnay 2016 and Champagne de Castelnau Brut Rosé NV.

“We’ve really focused on attention to detail with the new Club World menu, with the aim of delivering a real restaurant experience in the sky,” said BA’s head of catering Colin Talbot.

“We’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, with thought-through details such as stemless wine glasses.”

British Airways Premium Cabin - Compelo
Image©British Airways


BA is also introducing customised on-board breakfasts. As such, Club World passengers can fill out cards detailing what they’d like to eat, and when.

The revamped Club World catering and sleep experience will roll out across the airline’s long-haul network throughout 2018.

Read the full feature on British Airway’s Club World offering, plus global financial news and views, in Chief Executive Officer.

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