Dubai and Kuwait first Middle East Markets to receive new British Airways products

Dubai, UAE
The new products are part of an ambitious, global £600 million development programme - the largest of its kind in airline history - that British Airways is investing to upgrade its entire product portfolio and redefine travel in the 21st century.

Commenting on British Airways' participation at the Arabian Travel Market, Steve Allen, British Airways Area Manager for Southern Gulf, Central Asia and Levant said: "The event, considered to be the most important forum for the regional travel industry, is the ideal platform for us to interact with business partners and inform them and our customers about the new and exciting developments currently taking place at British Airways.

Allen added: "The arrival of these new ground-breaking products into the Middle East is the result of three years extensive global market research where thousands of customers provided valuable feedback on what they felt were BA's strengths and weaknesses. Their response has enabled us to develop new products that enhance the customer experience and help us to remain one of the best airlines in the world."

The most innovative improvement is undoubtedly the new seat in Club World (business class) that converts from a fully upright armchair to a completely flat six foot bed and the introduction of a separate premier economy class cabin, situated between business and standard economy class.

With the introduction of World Traveller Plus, British Airways has become the first major airline to offer four distinct classes of travel.

The investment breakdown includes £200m for First class and Concorde, £200m in the Club World (business class), £150m in World Traveller Plus and World (economy class) and £50m in Club Europe.

The latest improvements include:

Refurnished First class cabin with a six-foot-six bed offering the ultimate experience in privacy and luxury travel

A 'Lounge in the Sky' environment in Club World featuring the world's first fully flat six-foot bed for business class travellers

A totally separate premier economy class cabin called World Traveller Plus, offering more space and facilities than other standard economy products, making British Airways the first major airline to offer four distinct cabins

A totally refurbished Concorde - BA's supersonic aircraft

Upgrades to airport terminals, check-in and lounges at international airports, including a completely new terminal at New York JFK

British Airways will be located on the Dnata Stand in the East Hall at the Arabian Travel Market taking place this week from 7th to 10th May.

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