Flying by The Suite of Your Pants
Airlines are a complex service proposition - a delicate balance of metal (aircraft), hard product (the seat) and soft product (all the service touch points from hot towel to dessert) delivered in a competitive and regulated environment.
Throw in demanding passengers, a vast and varied workforce and the vagaries of the weather and you’ve got a business like no other.
But what about those ‘demanding passengers’ - whatever we pay, we want more. Our default position is that someone is being better treated on some other airline. We expect the world and much, much more than getting from A to Z on time and safely.
And, of course, with a four (actually almost five*, no make that six*) class airline we pay our money and make our choice. When British Airways introduced the fully flat business class seat with their Club World product back in 1999 they vaulted to a leadership position which has, subsequently been chipped away by global competitors. Imitation is the sincerest form of flattery but it also makes for much more competition.
Their Club World product had begun to get old and an innovative ‘ying-yang’ seating layout to densify the opportunity (for BA) and the attendant jumping over a fellow passenger’s legs became increasing less acceptable when the competition were opting for full aisle access for all seats.
As someone who pays for their own ticket I had started to look into the Club World cabin from my lowly bulkhead seat in Premium Economy less longingly and more smugly on the basis I was saving money and, when I did travel in it I started to make unfavourable comparisons with American and Qatar.
Some soft product enhancements (linens, bedding and menu) a year or so ago were a sticking plaster on a service proposition sore that had begun to itch for premium passengers and that helped create - what we found out today was a myth - a view that British Airways, under its CEO Alex Cruz, was all about the cut and not the investment.
How wrong we all were. Today they unveiled their new Club Suite on the new A350s they are about to take delivery on.
direct aisle access (1-2-1 config)
a personal door into your suite
18.5 inch HD screen which no longer swings out - so you can watch TV during taxi, take off and landings
40% more storage
No more awkward eye contact with the person next to you !
You can read what British Airways say about the new cabin here. (Scroll down once you get to the page)
Service begins in October this year.
British Airways have captured the imagination, probably in the nick of time. But that’s what aviation is all about - precision timing.
PS
About those classes of travel. Officially we have - World Traveler / Euro Traveler, World Traveler Plus, Club World / Club Europe and then First. But I would argue there is now a Sub-Traveler class (think middle seat without exception) and then between Club World and First there is my personal view that the Upper Deck on their B747 fleet is an enhancement on regular Club World and the London City to JFK all Club World A318 is a notch above too !
About the Author
The author is a brand consultant and founder of Mission Critical, a high focused and curated weekly briefing for time poor and information hungry decision makers.
He is Gold Card holder with British Airways earned primarily through ‘back of the bus’ travel.
