British Airways partners with The White Company to improve Club World experience

Includes a new blanket, soft pillow, amenities kit and duvet exclusive for Club World flyers

British Airways, the iconic brand, has received so much bad press recently that it’s started to affect its core customer base. Whilst competitors have been improving their business class experience, the BA Club World cabin looks like it was designed in 1999 and not been updated since. Step into a 777, for example, and you see cramped seats that are borderline claustrophobic, a tiny (and often dirty) TV panel and an experience which isn’t reflecting the ever-increasing fare.

But, BA is reacting. A brand new Club World experience is on the way, along with improved lounges at Boston, Heathrow, JFK and other airports. Finally, a brand new Club World seat, with direct aisle access, will launch in 2019.

New amenities kit for Club World flyers

From this Autumn, the first Club World improvement will be the partnership with The White Company. Launching initially on the route between Heathrow and JFK, The White Company will be supplying a brand new woven blanket, a much-improved day cushion, soft pillow, plus a duvet for overnight flights. In addition, The White Company will be supplying the in-flight amenity kit, along with a super-soft eye mask.

A new policy will see cabin crew hand out breakfast individually, rather than on a trolly, allow flyers to lie-in rather than be woken up for breakfast and a choice in advance. If you’re like us at Short Motivation, you can choose to sleep for longer, then head to the fantastic Arrivals Lounge for a proper breakfast and a post-flight shower, rather than eat on the plane. Frankly, Club World breakfast’s are average at best.

Alex Cruz, British Airways’ chairman and CEO, said: “Our investment in Club World has started and we’re kicking off by helping our customers sleep even better in the skies. Partnering with The White Company, another quintessentially British brand renowned for quality and style, is the first step in a multi-million pound investment for our premium customers.”

Chrissie Rucker, founder of The White Company, added “we are passionate about creating the best night’s sleep for all our customers and I’m truly delighted to now be working with British Airways to ‘sleep well in the sky’. I hope you love the result as much as we do.”.

Look out for The White Company Club World improvements from Autumn 2017 with the roll out across the rest of the fleet through 2018.

For more information, see the British Airways website.


About Author

The co-founder of Short Motivation, Chris originates from a technology background, initially developing software and then migrating to the international magazine industry for the last 15 years. The idea for Short Motivation came from travelling through 2011 and eventually became reality six years later, in 2017.