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.
[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.