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British Airways is so confident that its Club World service provides travellers with a good night’s sleep that it is
making them an offer few airlines could even dream about: a Sleep Well Guarantee. This unique guarantee was
launched by the airline in Singapore today and is part of an Asia Pacific wide campaign.
British Airways promises that if customers do not sleep well in its Club World business class beds on its flights
to London, Sydney or Melbourne, they will receive a one-way upgrade to First class when they next fly Club
World.
“The business travel market in Asia Pacific is very competitive and today’s sophisticated business class
customers demand the best. However, we believe our Club World service enables you to really sleep well, and we
are prepared to back up this belief with a Sleep Well Guarantee,” said Jenny Lourey, British Airways’ Area
General Manager, Asia Pacific.
“The Sleep Well Guarantee confirms our commitment to provide our business class passengers with a good
night’s sleep. We also want to encourage new customers to try our flat beds because sleeping well at 30,000 feet
is now guaranteed.”
Five years ago, British Airways
introduced the flat bed to its business class. The airline worked with a former NASA fatigue expert to research sleep in flight to develop the product. The findings showed that a
person needs to achieve the rapid eye movement stage in order to feel refreshed when they wake up. This can
only be done by sleeping in a 180 degree flat position.
In a survey conducted by British Airways to find out what Club World passengers valued most on overnight
flights, an overwhelming majority of respondents rated sleep as very important. In fact more than 90 per cent of
those surveyed said that on late-departing flights they would prefer to sleep during some or all of the flight.
Customer feedback has also shown that privacy is very important to business travellers. British Airways’ Club
World seats are designed in patented ‘yin yang’ configuration providing unrivalled privacy and comfort.
Passengers can chat comfortably face-to-face with a colleague or there are select middle seats available in pairs
for those that prefer travelling side by side. Anyone wanting time to themselves can use the retractable screen to
create their own a private space.
The ergonomically designed seats
are fully electronic with integrated lumbar support and can adopt any recline position between a fully upright
armchair and a completely flat six-foot-long bed at the touch of a button. When the seat is in flat-bed mode, the
cotton-lined blankets and crisp cotton pillows, combined with a tranquil lounge-like cabin atmosphere, provide
travellers with the best opportunity to sleep well and arrive at their destination refreshed and ready to do
business.
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