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British Airways has been slowly trying to improve the soft product in its premium cabins for over 18 months now (it started with Business Class back in the summer of 2017) and after announcements that it would upgrade the catering in Club Europe and that it would be improving its Premium Economy dining too, the airline had now moved on to improving its offering in long-haul First Class.
From 31 March 2019 First Class flyers should start to see a few significant changes to what British Airways offers in its most premium cabin….and it’s not all about the dining.
What’s Changing In BA First Class?
British Airways First Class flyers will be offered “super-soft, sophisticated new male and female loungewear” designed by Temperley London….
…and these will be paired with new, and somewhat bright, bespoke amenity by the same designer:
The new amenity kits will offer the usual products from BA’s long-time partner ELEMIS and will include the “ultra-smart pro-collagen” range.
The female amenity bags contain:
- Cleansing micellar facial wipe
- Soothing apricot facial wipe
- Pro-collagen rose mist
- Ultra smart pro-collagen matrix moisturiser
- Ultra smart pro-collagen eye cream
- Hydra-nourish lip balm
- Sea lavender and samphire hand cream
- Fortitude deodorant
The male amenity bags contain:
- Ultra smart pro-collagen eye cream
- Ultra smart pro-collagen matrix moisturiser
- Cleansing micellar facial wipe
- Skin soothe shave gel
- Fortitude deodorant
- Hydra-nourish lip balm
As BA put it in its press release: “The amenity kit contains the essentials to cleanse, revive and hydrate“.
The First Class bedding is also getting a makeover with the airline introducing new 400 thread count bedding, a foam fibre mattress topper, a new day blanket and a bolster cushion:
New menus will also be in evidence in First Class with BA saying that their focus will be “on fresh seasonal ingredients of British provenance”.
There will be a new signature afternoon tea service which will include a selection of sandwiches, “delicate pastries” and scones accompanied by a wide range of tea infusions.
The new a la carte meals and the enhanced tea service will be served on new tableware from British tableware designer William Edwards….
…and this will be accompanied by new cutlery from Studio William:
New Dartington glassware will be used to serve wines and champagnes…
….and cut glass tumblers will be used for soft drinks and spirits.
As already mentioned, the rollout of all of the above will commence from 31 March 2019 and, in very un-British Airways-like fashion, is expected to be completed in just 8 days.
All British Airways First Class cabins are expected to be offering the enhanced First Class service by 7 April 2019.
Thoughts
With all the changes we’ve seen announced for Premium Economy and Business Class it’s not surprising to see BA announcing enhancements to First Class as well….but it’s almost staggering that the airline plans to have all of the above on offer on all of its First Class routes by 7 April.
That’s a rollout speed were simply not used to seeing from BA – kudos to the airline if it meets that deadline.
Clearly all of the above look very nice….but then they should considering the premium British Airways charges for its First Class cabin.
I haven’t flown BA First Class since 2016 when I tried it out on the airlines Boeing 747 and on its Airbus A380 courtesy of a very good fare and I haven’t really been tempted to try it since.
The truth is that you can fly to most parts of the world in Business Class cabins which are just as comfortable as the British Airways First Class cabin so, unless you’re really keen on sampling the First Class menu and First Class wines and champagnes, I struggle to see the point of paying the extra….and I think BA is starting to see this.
Other airlines have made their Business Class products so good that airlines like BA are struggling to justify the premium they charge for First Class so they have to do all they can to make First Class look as alluring as possible…and that’s what’s happening here.
It’s great to see BA continuing to look to improve its premium cabin soft products but, until it does something about the very average (for First Class) seating, its First Class cabin will continue to be viewed as a very good Business Class product by a large section of the flying community.
