International Airlines Group (IAG), the parent company of British Airways and other European airlines, indicated that the British airline’s Airbus A380s will have the new business class Club Suite seats onboard before 2027. The goal of installing the cabin would also apply to other London Heathrow Airport (LHR)-based British Airways aircraft.

Investing in premium experiences

IAG disclosed the timeline during the group’s Capital Markets Day (CMD) on November 21st. IAG outlined that its airline brands are heavily investing in improving the passenger experience, with the group estimating that around €2.5 billion ($2.7 billion) would be invested in customer experience between 2024 and 2026, which is twice as much as before COVID-19.

Detailing the improvements at British Airways, it describes the airline’s passengers as “global travellers with high expectations and an increasing desire for leisure experiences.” Furthermore, the carrier’s passengers are willing to pay for a premium experience, with 66% of British Airways customers living in “the more affluent South-East of the UK.” In addition, IAG noted that 75% of the airline’s travelers are flying for leisure.

Nevertheless, IAG wants to invest in improving the premium experience onboard British Airways, “enabled through a best-in-class product and outstanding service.” The group detailed its three-pronged approach, starting with improving the lounge experience. British Airways’ global lounges will be fully redeveloped, with food and beverage choices refreshed and lounge employees receiving dedicated training curriculums.

Secondly, the airline will lean on a premium onboard experience. The group has promised that all LHR-based aircraft would be equipped with Club Suite cabins by the end of 2026, which includes British Airways 12 A380s. Much like at its lounges, the food and beverage choices will be refreshed, with dedicated training for flight attendants and an improved inflight entertainment (IFE) offering.

Thirdly, IAG aims to address the British carrier’s customer care policies and solutions. The group plans to deploy “new technologies to improve both customer and colleague experience” and automate some processes while also introducing Artificial Intelligence (AI)-based solutions. British Airways will also deploy “Proactive Customer Care with live ground-to-aircraft customer service solutions.”

Club Suite cabin

The LHR-based carrier unveiled the new Club World cabin with the launch of the new Club Suite seats on the Airbus A350-1000, which arrived in August 2019. The aircraft was first deployed on flights to Dubai International Airport (DXB) and Toronto Pearson International Airport (YYZ), with additional destinations added during the winter season 2019/2020. By the end of 2019, the British Airline had four A350s and two 777s aircraft flying with the new business class cabins.

Describing the then-new seats, British Airways outlined that the new “cabin offers direct aisle access from every seat and a door for enhanced privacy” and a fully flat-bed seat. The airline's latest business class cabins are positioned in a 1-2-1 configuration. The Club Suite seats also come with 40% extra storage compared to its predecessor, which is also equipped with a bespoke table.

Currently, the airline’s Airbus A380s come with the old Club World cabin. On both decks of the double-decker, the business class seats are configured in a yin-yang 2-3-2 or 2-4-2 layout, meaning that passengers had limited privacy and aisle access. According to ch-aviation data, the airline’s dozen A380s are 9.6 years old on average, with Airbus delivering the first aircraft of the type to the British carrier in 2013.