BA may launch all premium flights to the US
21.05.07
British Airways may begin to offer all-premium flights between the US and continental Europe, following the success of the likes of Eos, Silverjet and MAXjet in offering business focused flights. The airline wants to tap growing demand from affluent business and premium leisure passengers crossing the Atlantic as part of a head-on challenge to its continental rivals.
BA spokesman Tony Cane said today in a telephone interview: 'The details are yet to be decided, but we will provide a premium product to the EU - US business market, operating on a point to point basis.' The service will probably consist of business class and premium economy seats, Mr Cane said, adding: 'It's unlikely to be a single class product.'
BA has applied for permission to fly to the US from any city in the European Union as part of the recently signed 'open skies' agreement, in order 'to grow the most profitable part of our business'. The agreement has brought 'exciting opportunities', the airline said. Mr Crane added: 'We intend to use open skies to reinforce our premium long-haul services, which are the most profitable part of the business.'
Willie Walsh, BA chief executive, said the flights, which would not be on offer in the UK, were planned to start in the summer of next year. The routes are expected to connect New York to several of Europe's major business cities, and will represent BA's first attempt to operate long-haul flights out of foreign territory. They will put BA head to head against the likes of Air France and Lufthansa.
A spokesman for the airline said that BA had decided to focus on the market in continental Europe as it believed it was already well covered between the US and UK in premium and non-premium markets. It is believed that BA plans to refurbish a handful of its smaller Boeing 757 or 767 planes to launch the venture.
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