British Airways' customers - cushioned above the clouds

The enhanced seat is part of a series of improvements to the airline's Club World product designed to make the travel experience even better. The signature flat bed will be improved with the latest cushioning technology, similar to that used in the latest premium household mattresses, providing customers with more comfort and further ergonomic support. This is the first time such cushioning has been used in an airline seat.

"British Airways is the only airline to offer fully flat beds in business class in the Middle East. We have conducted extensive research, with the aid of NASA, to learn more about our customer's requirements. Our goal is to help business class passengers get the most sleep possible during their flight so they are at peak performance when they arrive at their destination." explained Steve Harrison, British Airways Area manager, Middle East, North Africa and Central Asia.

"Our research has indicated that a fully flat bed is required for optimal sleep. As a result of recent improvements in Club World, forty percent of British Airways' passengers are now getting an extra 100 minutes of sleep," added Harrison.

Customers are also offered larger pillows and higher quality thicker blankets to help them sleep even better. Passenger cabins will be refreshed with dark blue seat covers and complemented by photographs showing scenes of "Beautiful Britain" in tones of blue to create a restful and private cabin ambience.

As well as new improved menus created by the airline's 'culinary council' of celebrity chefs, customers will also notice a change of presentation with crisp linen tablecloths and meals served on the finest quality Royal Doulton china. A new dining option will offer customers a more tailored service to reflect the service style of a top quality restaurant.

The new improved Club World will be rolled out across the airlines' longhaul fleet of aircraft during the next six months.