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British Airways is Trying to Put the ‘Premium’ Back into Premium Economy With New Soft Product

British Airways is Trying to Put the ‘Premium’ Back into Premium Economy With New Soft Product

British Airways is Trying to Put the 'Premium' Back into Premium Economy With New Soft Product

Earlier this year, British Airways announced a relatively small but potentially significant round of investments for its branded long-haul premium economy product that it calls World Traveller Plus.

The first slew of improvements came in January with an upgraded meal service that included:

  • Increasing the choice of main meal entrees from two to three
  • Introducing new china crockery and cups
  • Offering a hot second meal option on nearly all flights

None of the changes are particularly revolutionary or industry leading but it was a acknowledgment that the airline had perhaps made too many cut backs in the last few years and was failing to keep up with competitors.

Photo Credit: British Airways
Photo Credit: British Airways

At the time, BA’s director of customer experience, Carolina Martinoli said the latest tranche in a £6.5 billion investment happening across the airline would also include an upgraded soft product like amenity kits and pillows.

British Airways had planned to roll out these new products in Spring, although it clearly looks like that timeframe suffered some delays.

Photo Credit: British Airways
Photo Credit: British Airways

The amenity kits, which use a new herringbone design that was first debuted in BA’s First Class cabin, are now expected to be rolled out in July and will contain the following basics…

  • Eye mask
  • Socks
  • Pen
  • Tooth brush and tooth paste

The kits will also include lip balm from British men’s grooming brand Scaramouche & Fandango.  Why they chose a gender specific brand isn’t mentioned, although perhaps this is a nod to the cabin’s main demographic?

In addition, World Traveller Plus passengers will also get a new quilt (upgraded from a blanket and made out of recycled bottles) and pillow in the same herringbone design.

Photo Credit: British Airways
Photo Credit: British Airways

British Airways launched a new Premium Economy seat earlier this year but again, the product can’t be classed as revolutionary – although it is an upgrade from standard Economy.

BA was one of the first airlines to introduce long-haul premium economy and the cabin is said to have proven to be a real money spinner.

Now, more and more airlines are finally catching on and even Emirates is expected to unveil its own PE product next year.  BA may well face some intense competition.

It’s not known whether BA plans to rolls out the new product all at once or introduce it gradually like it did with the Club World rollout.

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