BA – Better Amenities

Last month I wrote about the new British Airways advertising campaign. At that time I advanced my belief that this was not a campaign in isolation but one which would be matched to an improvement in the on-board experience.

And so it has come to pass.

On tonight’s flight from LHR to Dubai those of us in World Traveller Plus (better seats, quieter cabin but same food as World Traveller) were issued with a menu which contained an edited selection of entrees from the Club World menu, an upgraded dessert along with real crockery and linens.

This new experience started on Sunday (sadly not on my Shanghai to LHR route) and I think it is a clever move. Enhancing a product which had become tired and introducing some stronger differentiation between it and economy.

Brands need to work on a continuous improvement basis. It’s good to see BA embrace that.

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