[Anonymous]

[VintageKrug]

http://www.ba.com/first

It is an open secret that BA will be refreshing its FIRST cabin in the coming months.

With structural difficulties still stalling the introduction of http://www.newclubworld.com into the 777 fleet, we may see a simultaneous installation of new F into the 777 aircraft alongside the new J cabin.

It seems unlikely the F seat/bed footprint will change, though hopefully a fresher, more contemporary look will prevail, perhaps not dissimilar to the Air France First seats:

http://www.flatseats.com/Reviews/af-f.htm

The big area for improvement will be on the “soft” side, with the very best crews getting training to better understand what the FIRST customer really wants from their experience. BA crews are among the best in the world, though inconsistency can plague a flight and sometimes colour the whole experience.

With improved Fast Track security, new Arrivals and Departure lounges at T5 and proper priority baggage delivery some of the ground issues will dramatically improve as flights migrate after March 2008. The T5 Concorde Lounge even has a fireplace.

What might be the Unique Selling Proposition of a FIRST cabin in a market saturated with great lounges, elegant service, superb flat beds, fine wines and catch of the day menus?

Unbranded Noise Cancelling Headphones (of limited effectiveness) are offered in both F and J, though not as good as the Bose QC2 and QC3 models. The Bose sets are superb and really do cancel the cabin noise and allow you to sleep or enjoy a movie just as if you were at home.

One of the innovations which could be rolled out by BA is a full cabin noise cancelling set up. This has already been pioneered during the 1990s in the small regional turboprop Saab A340B, to some success.

But technology has moved on and whole cabin noise cancelling may well be realisable, and practical.

It will be interesting to see if this innovation is incorporated into the new cabin, creating a genuine differentiated product from the already excellent Club World cabin.

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