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BA is the new comeback kid.
Tony Robbins says something to this effect: “ The success you enjoy by achieving your goals isn’t the victory, but rather who you become in order to achieve them.” I think this is especially apropos given BA’s release of their new Club World seat. British Airways did something more than release an incredible new seat; they announced to the world that they’re seeking a new standard: British Airways is in the best business class business once again.
The early 2000s BA Club World changed the seating landscape with this product
Haters gonna hate, but I applaud those who seek to innovate.
In 2017, initial reports of what BA had in stow were nothing short of wildly disappointing. A meager attempt at updating finishes on an inept product that had become a laughing stock of the industry. What was leadership thinking? What happened to our beloved Speedbird?
Alex Cruz has received more than his share of criticism, and I’ve been one to pile one. BA has regressed and devalued, but worse of all it had seemingly accepted this subpar standard as ok. Fears mounted as BA took on discount carriers attributes, but this seat…
This seat is different. It’s ambitious, remarkable, and lofty. Above all…it’s an arrow shot to the stars
The very concept of aviation is a dream, and part of us extract a little piece of that dream every time we fly. Every time we are luxuriated with a new airline seeking to be the best, the dream is expanded. The arrow continues to sail to the stars. BA finally said enough with saying we should make our business class better. We must do it. They did. And a new standard has been put into existence.
BA will be in the conversation for the best business class in the world. What?! We should be applauding Cruz. A super diamond seat with a door and absolutely GORGEOUS appointments.
Customers love when companies reach beyond their expectation to connect with them. They brought us soft product upgrades with White Company bedding and Liberty Amenity kits, and then the food got markedly better. I thought this was lipstick on a pig, but now I see a different strategy. BA has been piecing together a new corporate identity.
It’s going to take time, but good things come to those who wait.
Yes, the bulk of the aircraft won’t feature this new seat for years ( All Aircraft by 2023), and the taxes and fees are horrendous on point bookings. But, in a few years, BA will be an absolute luxury for all to fly in Club World. That’s crazy given its current position product wise. There is wind in the sails and the ship is headed back to sea.
First flights will begin in July between London and Madrid to get the crew accustomed to the aircraft. Next, beginning October 1, 2019 it will fly longhaul to Toronto ( BA93/92) and Dubai on October 8th, 2019 ( BA107/106)
- Every passenger will enjoy aisle access
- Every suite will have a door
- New suites offer 40% more storage than existing Club World seat.
- Gate to gate entertainment.
- New vanity unit and mirror.
- 18.5 in HD screen and wifi
The retrofit 777s that are slated to come out later this fall are rumored to have 8 new First Class seats. I wait in eager anticipation.
Congrats, Mr. Cruz. You’ve hit a home run. Expectations are high, but I love the new goal you’ve set, and I’m eager to experience what BA becomes in its pursuit.
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