British Airways Announces a $495 Million Investment in Premium Experience
Photo Credit: New Club World products onboard a special flight on a 787-9, which also marked the opening of the airline's new lounges at London Gatwick and in Boston. British Airways / Nick Morrish
Skift Take
British Airways has finally come around and started investing in its business class cabin. But it may be too late to catch up with Delta, United, and the Middle East carriers.
"New Thinking. New Flying." That's the slogan of a new campaign that British Airways is putting together to highlight new investment in its premium experience starting this month.
British Airways has long been perceived as a premium carrier, but in the last few years that reputation has been chipped away from both sides of the market.
On the lower end of air travel, low-cost carrier incumbents such as Wow, Norwegian, and Ryanair have picked off BA's budget customers, forcing the airline to compete heavily on price and cut back on amenities in the economy c
