Global Traveler: British Airways’ Club World was the first business-class service to offer lie-flat beds. Five years later, virtually every airline in the world has followed suit. How will British Airways continue to differentiate itself?
Robin Hayes: British Airways was the first to put in flat beds, first in 1996 in our first class and then in 2000 in our Club World (business class). We are finishing the retro-fitting with close to 90 percent complete. One clear advantage is that British Airways offers more than 100 aircraft with flat beds. British Airways has more beds on more aircraft than any other airline.

Innovation of our product is a priority, so we are constantly reviewing what we offer travelers. Rear-facing passengers have an even higher degree of recline (slightly beyond 180 degrees) to compensate for the upward lift of the aircraft in flight. Our passengers are very satisfied with B.A. service. Based on the results of a recent survey, nine out of 10 passengers said they were highly satisfied or very satisfied. But it’s not just about the bed. At British Airways, we’re proud of our entire class of service from check-in to arrival.

GT: You now offer “sleeper” service on many of your trans-Atlantic flights to the United Kingdom for passengers who prefer limited inflight food and beverage service in favor of sleeping through the flight. How has the service been received? Have you heard from any customers comparing it with traditional service?
RH: Sleeper service is available on evening flights from New York, as well as from other East Coast and Midwestern cities. After we began offering flat-bed service, we wanted to continue to improve the British Airways experience, so we went directly to the source — our customers — for feedback. A full 90 percent of those surveyed said they wanted to be able to sleep during the flight to take advantage of the flat bed. We encourage passengers who select the Club World sleeper service to eat prior to departure in the British Airways lounge at the airport, where we offer a choice of an extensive buffet or sit-down service. Once on board, where we’ve equipped the cabins with larger pillows and blankets to enhance the sleep experience, passengers can, of course, opt for a snack. Prior to landing, a light breakfast is served.

I think it’s important to point out that British Airways offers four classes of service. In addition to a stellar first-class product and Club World with its lie-flat bed, business travelers on a budget can opt for World Traveller Plus, our premium economy cabin with wider seats, more legroom and a convenient amenity kit. And finally, World Traveller, our economy class. Some passengers mix and match depending on their schedules and priorities.

GT: Global Traveler’s readers ranked British Airways’ first-class service No. 1 in our 2004 reader survey. While British Airways continues to excel in this category, many other airlines are opting to eliminate first class in favor of an expanded business-class cabin. Where does British Airways stand on this point?
RH: In some markets, like Denver and Montreal, we do not offer a first-class product. We tend to be flexible based on the needs of each market. In New York, Los Angeles, Washington, D.C. and San Francisco — to name a few — we have very strong support for our first-class product to the point where first-class cabins on many flights originating in those cities are totally full.

GT: British Airways’ Club World and World Traveller classes are designed to provide sophisticated style and comfort to passengers in the air. What services does British Airways offer on the ground to complement the in-flight Club World and World Traveller experience?
RH: The British Airways experience is not just about in-flight service. We do everything in our power to ensure passengers are comfortable throughout their journey — before, d uring and after the flight. We offer pre-flight dining in our first-class and Club World lounges. As well, we will shortly be able to offer our passengers at New York (JFK) the same Molton Brown spa treatments that we offer them at Heathrow (LHR). We want our customers to enjoy the complete travel experience.

GT: With so many trans-Atlantic options, why should a traveler select British Airways?
RH: Because we offer the best product for the money. We also offer a variety of options to suit every taste and budget. Keep in mind that half of our North American passengers are continuing on to destinations beyond Heathrow (LHR). We want them to travel British Airways to their final destination, wherever that may be.

GT: Speaking of your route network, it’s interesting to note that passengers often choose connecting service through the United Kingdom over direct service via other carriers. What are your thoughts on why a passenger would make that choice?
choice?
RH: Simply put, it’s a combination of the quality of our product and our route network. We listen to our customers and address their needs. To that end, we’re working toward improving transfers at Heathrow to ensure seamless connections. We do not want to become complacent.