British Airways has partnered with luxury British bedding brand The White Company to offer an enhanced sleeping experience for customers in the airline’s long haul “Club World” Business Class. The airline will offer new bedding and amenity kits in Club World. On flights from London Heathrow to New York JFK, customers will receive a new day cushion which also acts as a lumbar support. Furthermore, British Airways will provide a “super-soft woven day blanket” with satin trim, new duvet and a enhanced padded mattress. The White Company products  and enhancements will be progressively rolled out from early 2018 across all long haul routes. The new amenity kits will contain products from British retailer’s Restore & Relax Spa collection.

In order to further improve the customer’s sleep and rest on night services, British Airways crew will hand deliver meals rather than using a trolley. Breakfast cards will also give the option for customers to select their preferred meal choice or to not be woken up. On the ground the BA Heathrow Galleries Lounge will extend the breakfast offering until 11am whilst aboard Club World a new “restaurant-style” service will be introduced. The enhancements will be initially introduced on LHR-JFK flights before rolling out across the entire long haul network in 2018. The new Club World seat, which will offer direct aisle access for all customers for the first time, is set to debut in 2019.