British Airways has launched a host of new and innovative products on its two daily services from Dubai to London, including the Club World seats.
These products, which are redefining travel in the 21st century, have been introduced on several routes around the world, with Dubai being the first market in the Middle East to receive them, the airline said.
The new products are part of a £600 million ($867 million) investment programme with the airline's entire portfolio being upgraded.
The most ground-breaking of these new products - and British Airways is the first and only international airline to offer this to business class travellers - is the new seat in Club World that converts to a completely flat six foot bed.
These new groundbreaking products include:
Redesigned First class cabin with a six-foot-six bed offering the ultimate experience in privacy and luxury travel;
A 'Lounge in the Sky' environment in Club World featuring the world's first fully flat on six-foot bed for business class travellers;
A totally new premier economy class cabin called World Traveller Plus, offering more space and facilities than other economy products, making British Airways the first major airline to offer four distinct cabins;
An investment of more than £150 million by British Airways in its new World Traveller (economy class) cabin;
A totally refurbished Concorde - BA's supersonic aircraft; and
Upgrades to airport terminals, check-in and lounges at international airports, including a completely new terminal at New York JFK.
"Our new products are already available on a number of other world-wide routes and we have received. We are delighted to announce that these innovative products are now available on both our two daily services from Dubai to London," said BA country manager in Dubai, Judith Limburn.
