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Is new BA upgrade promo to lure business travelers or to apologize for filthy first-class video?

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UK-bound business travelers, rejoice! British Airways is offering free upgrades to first class for certain business fares.

The offer applies to British Airways Club World passengers, and is available on a one-way basis. Requests for the complimentary upgrade should be made at booking, with eligible fare classes being A, J, and C. There are also some upgrades available to D and R class tickets, although they are not guaranteed.

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 [PHOTO British Airways]

Upgraded travelers will enjoy access to all First facilities, such as the dedicated check-in at Heathrow’s Terminal 5, complimentary baggage of up to three pieces, Fast Track security, and the Concorde Room at Heathrow and JFK.

Stephen Humphreys, British Airways’ head of UK&I sales and marketing said:

For those who haven’t ‘turned left’ on an aircraft and flown in First before, they’re in for a real treat.

However, Bloomberg TV anchor Owen Thomas might disagree about exactly how big of a treat it is to fly first class on BA. Thomas published a video from a flight last week, showing a filthy section of first class on a BA plane from London to Saint Lucia — the video has since gone viral, clocking well over a million views.

Considering the timing of this promotion, it’s hard not to wonder whether this is an attempt to make nice with business travelers and squash any new-found reluctance to book premier classes on BA, or if it’s simply a standard marketing promotion geared toward encouraging its highest-value passengers to book business for upcoming trips?

There was no clear answer to that in our request for comment to British Airways, with a spokesperson saying only:

We are very sorry that on this occasion we have fallen short of our usual high standards.  We pride ourselves on delivering a relaxing and pleasant experience in First, and are taking immediate action to address this issue.

Another potential analysis on this front is that this is a confirmation that first class is in peril. With many American flag carriers, such as United, shifting to two-cabin service on international routes, the very concept of three-class service is being challenged. Perhaps BA is feeling the pinch, and has begun to see first class as a lever to entice higher-spending passengers to keep purchasing expensive fares.

It’s hard to tell — the promotion is temporary, however, so this is perhaps a test to gauge the impact on the business traveler. Bookings must be made by March 13th, and the travel must be completed by April 11th. The trip must also be a return booked in the Club World cabin.

The airline has identified the following routes as the most likely to receive upgraded access: New York, Washington, Miami, Los Angeles, Seattle, Boston, Johannesburg, Dubai, Singapore and Hong Kong.

Hopefully the cleaning crews have been diligently deployed — I’m not interested in any cobwebs with my champagne.


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