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Flexibility is the new buzzword in premium travel - and it’s very much the key to British Airways’ new premium short-haul cabin
In recent years, the drive to offer more options – on pricing and the travelling experience itself – has been behind many successful innovations.
2000 World Traveller Plus. BA becomes the first global network carrier to introduce a class of travel between economy and business. The move proved highly effective, with many competitors subsequently following its lead.
2009 London City flights to New York. In specially adapted Airbus A318s, these all-business class services remain the only long-haul route from Docklands’ short-runway airport.
2010 First British Airways app launched, enabling boarding passes to be downloaded on to mobiles.
2012 Business Bespoke, a range of discounted airfares for flights booked through business travel management companies, launched.
February 2013 Introduction of hand baggage-only fares on routes from Gatwick. Heathrow and London City followed suit later in the year.
September 2013 ‘Semi-flex’ fares introduced – offering free booking changes, seat selection, no change fees prior to travel.
March 2014 Day-trip fares at weekends introduced from £79 return.