FROM union strikes to the volcanic ash crisis to the recent cancellations of flights due to snow storms, it has been a rollercoaster ride for British Airways in 2010.
Despite these tough conditions, its Middle East routes have continued to remain buoyant, according to Paolo De Renzis, British Airways’ area commercial manager, Middle East. “Yes, we have seen some challenging times, but our contingency plans were always very robust, helping us get over these situations effectively. Its business as usual now and in case of crisis, we are committed to continue to operate 100 per cent of our long and short-haul destinations,” he said.
“Traffic from the region remained robust throughout 2010 and we remain committed to offering our customers competitive fares and value for money. We have also seen a lot of inbound tourists from America and Europe transit through London before heading to the UAE for holiday breaks. It remains one of our most popular destinations globally,” he added.
To celebrate this demand, the airline launched a 2011 New Years sale for its Middle East passengers with prices slashed by over 20 per cent in the airlines World Traveller (economy) and World Traveller Plus (premium economy) cabins.
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Last year the airline reached another milestone when it launched its new first class cabin in February. The new cabin with a £100 million ($155 million) price tag, offers the ultimate in luxury travel. The new cabin features on the Dubai-Heathrow route.
The guiding principle for this new cabin was ‘premium simplicity.’ The key benefits of the cabin centre on balanced privacy, comfort, and thought through touches. The suite, at 31 inches by 12 inches wider than before while the six ft, six inch” bed is fully flat.
Features of the cabin include a 60 per cent wider bed at the shoulders; personal wardrobe; personal electronic blinds; a 15-inch in-flight entertainment screen; USB port, RCA jack and noise-cancelling headsets; fully integrated ambient and mood lighting; Anya Hindmarch washbag and amenities by D R Harris & Company and a leather-bound writing desk.
A seat control unit replaces the switches to activate the bed and give the customer precision control over the seat position and pneumatic panels to support the head and lumbar positions that converts into a dining table.
The ability for customers to eat what they want, and when they want remains a key principle for the onboard food and beverages service. An afternoon tea service inspired by iconic London hotel, The Dorchester is offered on board recreating the British ritual and tradition of finely cut sandwiches, sumptuous cakes and teas from around the world.
Beyond the product, a new premium service style has been developed for cabin crew to ensure world-class service for customers who can eat, sleep and work whenever they want to.
The airline strengthened its commitment to the Middle East when it launched new services to Marrakech from London Gatwick in direct competition with the low cost carriers. The destination also takes top spot in British Airways’ top ten tips for 2011. The other destinations include San Diego, New York, St Kitts & Nevis, Caribbean, Puerto Rico, US, The Maldives, Tokyo, Japan, Las Vegas, US, Mauritius and St Lucia, Caribbean.