British Airways has introduced breakfast cards to help Club World passengers maximise their sleep on overnight flights from New York to London.
Each card, which is similar to those guests receive at a hotel, is handed out at boarding and allows business passengers to select what they would like for breakfast before they go to sleep.
A BA spokesman told Business Traveller: "For example, whether they'd rather have tea or coffee and how they like it, which juice they'd prefer, if any, and which breakfast option they'd like to go for."
The card, which is collected by cabin crew shortly after take-off, also allows passengers to tell crew whether they want waking for the full breakfast service, or whether they'd prefer a new "Breakfast Bag" containing orange juice, a muffin and bircher muesli.
The move is one of several sleep-aid measures that BA brought in yesterday on its red-eye New York to London route.
It is also now giving business passengers a bottle of water when they sit down, rather than later in the flight, and delivering meals by hand to those that want them, instead of with trolleys.
Last week, it emerged that BA has postponed its second daily A380 service between London Heathrow and Los Angeles (see news, March 26).