How BA is moving back ‘in-front’ with passengers who sit ‘up front’

By: Charlie Schanschieff

Twenty years ago, BA sparked a revolution by replacing reclining chairs with the first fully-flat beds. Yet, with the rise of middle eastern giants Etihad, Emirates and Qatar, the business class experience bar has been well and truly set higher, leaving BA and their original bed design look inferior and archaic.

But this is about to change. With their new business class seats, BA is taking a new leap forward. The new concept delivers on quintessentially premium needs: silence, space and time.

Space: The biggest selling point is privacy. The addition of a sliding door makes the seat feel cocooned and gives the flyer a much more private experience. This is reminiscent of Emirates and Etihad first class closed-doors and is reflected in the new name ‘Club Suite’.

Silence: Most interestingly there is noise cancelling technology inside the cabin, including sound dampening fabric to be more conducive to high-quality sleep as well as more private conversations.

Time: A new impressive fresh meal selection, a next generation high-tech HD display and a substantial increase in USB charging ports and plugs allow passengers to eat, chill and work with ease, making the most of their time on board.

All in all delivering the best business class experience in the sky.

Why is this interesting to Kitchen8? True to our belief in ‘organic reinvention’, BA have been able to reclaim their innovation lead by bringing together their resurrected pioneering spirit with a fresh and meaningful take on what drives premium experiences in the 21st Century.