Background
Do you want to deal with the elephant in the room? Yes? Well, here goes. Business Class travel on British Airways is easily affordable, right? No? Let me explain..
Many frequent fliers would tell you that there is no novelty in flying airline premium classes anymore. It has nothing to do with complacency on the part of the frequent flyer of course, they do after all get used to flying often and on the corporate dime in business class. No, the reality is that there are a number of ways to travel with BA cheaply in Business and First these days, not least of which by using Avios, BA's frequent flyer points currency.
As a long time customer of Barclays Bank's high net worth team, the kind folks there send me an annual BA cabin upgrade voucher, providing I pay with Avios when redeeming. So, with a visit to see my friend in the Middle East, I decided to fork out some Avios, paying for a seat in World Traveller Plus (BA's version of Premium Economy), but combined with the Barclays upgrade voucher, enabled me to fly Business Class (or Club World, as BA calls it), for no more than the standard round trip World Traveller Plus Avios (120k Avios points), plus a small amount of mandatory tax and carrier surplus fees.
This is an interesting history of British Airways, from nationalisation through to privatisation, with some of its key leaders and aircraft.
Left to right: inflight entertainment, the view from 37,000ft and the privacy door of Club Suite
Check In
Check in was a strange affair. I always use the app to check in to BA flights but because I most often fly domestically in the UK or around Europe, I had forgotten about the need to have a document (passport) check. The app gave me a boarding pass so it wasn't until I reached the F Wing that I was denied entry. I then had to go seek a check in agent to check my passport before returning to go through F Wing security.
It's worth remembering, if you travel light as I do, never checking a bag in, that most long haul flights require a document check. I'll remember next time.
The Lounge
With a British Airways Business Class ticket you will be invited to wait out your departure in the Galleries Club lounges. There are two in the main terminal 5 but I think that the 'B' gates lounge is nicer - it's quieter and it's certainly cooler. The main terminal can get very warm at times and the lounges are not immune from this.
As a BA Gold Executive Club member, I can also use the First lounge which I did today. The food here isn't much better / different to what you'd find in the Business lounge and it can be equally busy. I have fed this back numerous times to BA and it's hopefully on Sean Doyle's list of things to improve.
Those flying in BA First or holding Gold Guest List status can use the Concorde Room, which is where things are as they should be.
Boarding
Boarding was a hassle. BA allocated two flights (ours plus JFK) to one gate. With JFK passengers running late and the usual lack of any real leadership at the gate, we missed out slot, which was the start of things to come.
Once boarded though, I was impressed with the Club Suite and with BA's new much improved menu, which now includes a greater variety of cocktails and a welcome improvement in food choices, particularly the pre-landing snack.
Food and Drink
Top left, the prawn salad starter, followed by stuffed chicken and cheese board. Pre-landing snack mushroom.
I ordered a glass of champagne for my welcome drink, followed by a Johnnie Ginger cocktail
To me, this is where BA has most improved in recent years.
According to today's menu, we had a choice of three dishes for each of the three main courses plus a choice of two dishes for the second meal service.
At the height of the cost cutting under former BA CEO Willie Walsh, a fun size chocolate bar was served as the second meal service in economy on long haul flights to New York. The media loved it of course, it made for a great headline, but it showed how far BA had sunk in the race to cheapen costs. Those days are gone thankfully.
The attentiveness to keeping my cocktail glass topped up was also commendable!
Verdict
Frequent travellers with British Airways (BA) are likely familiar with the challenging period during the tenure of Willie Walsh, former BA and IAG CEO. While this era brought significant upheaval to the airline's brand and operations, it is encouraging to note that under the leadership of the current CEO, Sean Doyle, there is a concerted effort to address these challenges. However, it is evident that the profound changes implemented during Walsh’s time, along with his successor Alex Cruz, cannot be undone overnight. Sean Doyle has been transparent in his public remarks, expressing his frustration with the residual operational and customer experience issues, such as IT outsourcing and catering deficits, which continue to affect the airline’s reputation.
The performance on today’s flight highlights the progress achieved under Doyle’s leadership, while also underscoring the extensive work that remains. In recent public statements, Doyle has alluded to the significant cost-cutting measures of his predecessors, which not only impacted the quality of BA’s offerings but also cultivated a sense of disillusionment among employees. Many experienced staff members departed the company during this period, a consequence of efforts to reduce costs by moving away from higher-earning personnel, leaving the airline with a less seasoned workforce. This cultural shift has had long-term implications for the organisation.
The operational challenges observed today, including a three-hour delay in our arrival to Doha due to gate management issues, demonstrate that there are still areas requiring focused improvement. Inefficient boarding gate management consistently emerges as a point of frustration for customers. While gate staff endeavour to perform their roles effectively, they often lack the necessary information and guidance from the airline, highlighting a disconnect that demands attention.
That being said, today’s flight delivered a positive experience overall. The introduction of the Club Suite represents a notable enhancement to the onboard offering, modernising BA’s business class product. While the previous flatbed design was serviceable, the Club Suite aligns the airline with contemporary industry standards. Additionally, the quality of catering has significantly improved compared to the Walsh/Cruz era, and the cabin crew exhibited renewed enthusiasm and professionalism, which was evident throughout the flight.
Sean Doyle has outlined a comprehensive strategy for investment across various facets of British Airways. This includes advancements in technology, such as the development of a new mobile application, and a streamlined approach to enhancing the customer experience. These initiatives aim to address the lingering challenges and elevate BA’s service standards.
Has British Airways turned a corner? Based on today’s flight, there is tangible evidence of progress. As a frequent BA traveller, it is encouraging to see promising developments, and there is reason to anticipate further improvements in the future.
Flight Facts
Aircraft Type: Boeing 777-200
Flight Duration: 6h47m (9h30 inc. delay)
Price: 120,000 Avios plus £350 taxes, using a Barclays Bank Premier upgrade certificate
Seat Configuration: 1-2-1
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