Stretch out and sleep 35,000 ft in the air

By PAULA OLIVER

Sleep at 35,000 ft is the elusive goal of every long-haul airline passenger. It seems possible - until you climb aboard, twist uncomfortably in your seat, and realise sleep is about as rare as blue sky in London.

In an effort to solve the comfort problem, British Airways has spent 600 million pounds ($2 billion) over the past year redesigning its aircraft cabins to create four classes, including the introduction of a World Traveller Plus class.

The new class, and costly revamps of the three existing classes, First, Club World and World Traveller, came down under for the first time last week on the airline's Melbourne routes.

A swept-up version of economy, the new class is wedged between the traditional economy and business classes. It offers passengers 20 per cent more room for about 20 per cent more than the cost of an economy ticket.

The changes came after hours interviewing passengers, and were recognition that airlines had to keep changing their game, says British Airways' Sydney-based regional general manager Don Clark.

Too much of a gap had developed between all classes, making it difficult for passengers to make the big shift toward the front of the plane.

British Airways does, of course, hope that its new class will be filled with economy class passengers who feel compelled to upgrade a step.

"We are trying to grow our share of the premium market with all of the new products, and we feel it will take market share because it is unique," Clark said.

But it is possible, and acknowledged by Clark, that the not-so-discerning business traveller could also feel compelled to pay a little less and downgrade. Clark says feedback from the European experience, where the newly configured planes were launched last year, shows that has not happened often.

While the red, white and blue tails of British Airways ceased flying out of New Zealand in 1995, company representatives say their planes still carry many Kiwi passengers with the help of code-sharing agreements.

Further up the front of the plane, the revamped Club World, or business class, will cost its passengers around 10 per cent more than it does now. In return, it gives the only 1.82m-long flat-bed offering of any international business class service.

It is also set out in a unique format, with seats facing in opposite directions instead of running alongside each other in lines. For any passengers who feel uncomfortable at the prospect of looking their unknown seat partner in the eye, a privacy screen can be put up between the seats. And, if that doesn't make for happy travelling, then there is a new menu, a footstool and 30 per cent more space overall.

First Class passengers also benefit from the revamp, with a warmly designed cabin that offers a 1.98m flat-bed.

Down the back, in World Traveller, or economy class, a family focus has been installed. "Feed Kids First" is one of the catch-phrases, and new infant seats have been included.

Overall, the cabin redesign means there are fewer seats on each British Airways flight. That hasn't had a negative effect on profit. The yield from each flight has increased because of the cost associated with each seat.

The company's Concorde fleet, grounded since July when an Air France Concorde crashed in Paris, will also feature new interiors when it returns. Clark is reluctant to guess at a date for the fleet's return, because it hinges on safety approval.

So how long will it take for British Airways' competitors to match them?

"We launched a new First Class product five years ago and that took three and half years to be matched," he says. "This is the largest product-improvement programme for British Airways, and when people try it out, they become committed to it."