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British Airways introduced World Traveller Plus, its equivalent for premium economy, in the early 2000s, marking a shift in the airline’s cabin. The airline’s executives, speaking during an investor call after it had announced its financial results in May 2005, remarked that “World Traveller Plus is doing extremely well and the profitability of that cabin is very important to us.”
Since then, the cabin class, available on international long-haul flights with no short-haul equivalent, has become a staple of British Airways’ offering. During its parent company’s International Airlines Group (IAG) investor day presentation, IAG noted that 66% of the airline’s customers lived in a more affluent area of the United Kingdom, which was why they were more willing to pay for a more premium experience.
At the same time, its customers are becoming more leisure-focused, with 75% of British Airways flying for leisure purposes, meaning that not everybody was willing to splash the cash on a business class (Club World) seat. However, premium economy offers a perfect alternative: a better passenger experience while still not stretching one’s budget.
Changes promised:
In January 2019, British Airways announced that as part of its £6.5 billion ($8.2 billion) transformation plan, it will be investing in its World Traveller Plus cabin as well. The changes, which rolled out on a monthly basis, introduced a third main meal option and more substantial hot second meals later in the flight, with new furnishings being introduced as well.
Photo: British Airways
Speaking about the changes, Carolina Martinoli, the then-British Airways Director of Brand and Customer Experience, said that the improvements will result in real changes to the premium economy cabin, which will only improve the airline’s customer proposition.
For the right price, World Traveller Plus offers a much more comfortable flight.
New amenity kits introduced in 2019
Includes items such as:
During the same January 2019 announcement, British Airways promised that it would upgrade the class’ amenity kits, which were finally announced in June of the same year. The amenity kits, made from recycled plastic bottles, were introduced on July 1.
Photo: British Airways
The amenity kits include items that were deemed essential by British Airways, including an eyeshade, soft socks, a pen, a toothbrush and toothpaste, and lip balm. Speaking about the new amenity kits, Martinoli said the new menus that the airline introduced earlier in the year were a huge hit, and now, the new kits will only improve the comfort of the cabin.
A look at the UK flag carrier’s premium economy offering.
Options available:
According to the airline, the basic three features that are available to premium economy or World Traveller Plus travelers are a personal in-flight entertainment screen, complimentary noise-canceling headphones, high-speed WiFi (depending on the aircraft), and access to the Paramount+ catalog.
Photo: British Airways
Meanwhile, on March 4, 2024, British Airways announced even more improvements to its passenger experience. While some of these changes, including new routes and new short-haul seats, will not be relevant to World Traveller Plus customers, the carrier did say that a WiFi-enabled customer care solutions, created specifically for British Airways, will be available to customers.
The carrier is investing a significant amount of money to improve the passenger experience.
Benefits:
Naturally, one of the main benefits of choosing a premium economy seat is the extra comfort that the seat offers to customers. While typically, British Airways configures its economy class cabins in a 3-3-3 configuration on long-haul flights, World Traveller Plus cabins are laid out in either a 2-3-2 or 2-4-2 aisle, which provides more space to passengers flying the aircraft.
“The seats on our premium economy flights are wider, with greater recline, lumbar support, a head and foot rest, plus extra leg room to stretch out. Each seat also has its own power supply, so you can use your devices on board. A few of our aircraft might need you to bring your own adaptor if they aren’t sold on board.”
Furthermore, British Airways says that World Traveller Plus customers, in addition to priority boarding, can bring more baggage onboard and to the check-in counter. Passengers can have a cabin bag and a laptop or handbag onboard while checking in two bags in the hold.
The airline could be on track to reach pre-pandemic capacity this year.
Aircraft types with World Traveller Plus:
While British Airways operates four cockpit types, namely the Airbus A350, A380, Boeing 777, and 787, there are ten different aircraft types with different interiors operating for the airline. For example, there are Boeing 777-200 aircraft that fly out of London Gatwick Airport (LGW) exclusively.
Photo: British Airways
Furthermore, the World Traveller Plus cabin is laid out in a 2-3-2 configuration on the Airbus A380, Boeing 787-8, 787-9, and 787-9, while on the Airbus A350-1000 and all of the Boeing 777-200 aircraft, the premium economy cabin is configured in a 2-4-2 layout.
Boeing 787-10 deliveries have resumed while Airbus A320neos continue to join the fleet.
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