“Many top-grade
wines provisioned
in first class are
also offered in
business class”
30 industry insight
connect magazine | september 2009
The ever-innovative Virgin Atlantic offers a fleet
of complimentary limos per trip for full-fare Upper
Class passengers; that’s a pick-up to and from the
airport on outbound and inbound journeys, four in
total. Delta does the same, within a 50-mile radius.
READY TO DEPART?
Arguably, the worst part of any journey is the
airport experience itself and this is where airlines
have been focusing equal amounts of attention.
Working on the basis of minimising the pain and
providing plenty of distractions along the way,
speed and entertainment are the keys to success.
At Heathrow, there is the added bonus for Virgin
Upper Class passengers who are able to use the
Drive-Thru Check In, with its own exclusive private
security corridor. Passengers can steam through the
airport, from limo to lounge, in just ten minutes.
Long queues at check-in have been largely
eradicated by dedicated desks, and transatlantic
carriers Air Canada, Air France, American, British
Airways, Continental, Lufthansa and United all
provide them. Similarly, a fast-track channel
through security expedites that painful process and
is offered by Air Canada, American and United.
Once in the airport and airside, fantastic
passenger-friendly lounges offer peace and
quiet, British Airways and Virgin Atlantic lounges
providing the gold standard at Heathrow.
BA’s stunning Galleries lounges in Terminal 5
include the Galleries Club Lounge, which is vast,
accommodating more than 800 people, so you are
always assured a seat. It is open to Club World,
Club Europe, Gold and Silver Executive Club
members and features two ‘Silver’ bars where
passengers can help themselves to a selection of
fine wines and other drinks. Club World customers
can also enjoy a relaxing spa treatment or settle
into the Work and Entertainment Zone, which has
a cinema for screening sporting or political events.
Virgin Atlantic’s flagship Clubhouse at Heathrow
is equally impressive, with extensive amenities for
work and play. There is a health and beauty salon,
poolside lounge, multi-screen observation deck,
sky lounge, library, music room, playground/video
games room, study, bar and brasserie/deli.
UP AND AWAY
Once on board, diversions such as food service
further enhance the business class experience.
On BA, for example, a Club Kitchen, open all
flight, allows passengers to help themselves to a
noodle salad, wraps, smoothies or a chocolate fix
in between meals. The airline also offers a Night
Cap service of a hot or cold drink and a snack such
as warmed cookies or a toasted sandwich. Finally,
there’s Breakfast in Bed, served as close to landing
as possible for customers who wish to be woken.
Passengers who want to sleep until touchdown can
enjoy a full breakfast in the arrivals lounge in T5.
American Airlines prides itself on its food and
fine wines on board and consults with awardwinning
chefs under its Chef’s Conclave scheme.
Unusually, many top-grade wines provisioned in
first class are also offered in business class. Delta
aims high, with celebrity chef Michelle Bernstein
from Miami restaurant Michy’s creating its menus.
American also offers a ‘Dine Upon Request’
service that allows passengers to receive a complete
meal at any time during the flight. Continental
offers a dine-any-time service called Executive Meal
Option; Delta’s is called Express.
For those who want to work onboard, American
has two interlocking tray tables that create one
large work surface measuring 17x17”. Air Canada’s
‘oversize’ one-piece tray table incorporates a
personal reading light, while Virgin allows you to
chill out at its onboard bar in an area separated
from the cabin.
Two-class airline Continental joins the fray this
autumn with lie-flat seats in BusinessFirst. It
already offers video on demand and laptop power
in every seat. Air Canada’s Executive First cabin is
fitted with lie-flat beds, video on demand, laptop
power and a full range of food in its Maple Leaf
lounge, to maximise time on board.
Delta’s installation of flat beds in aircraft flying
the Atlantic will even out the playing field, at least
for a while. But who’s to say that the next bright
airline innovation isn’t waiting in the wings?
In this market, nothing stands still and the
business class passenger stands to gain with each
and every enhancement.
•
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