British Airways launches new premier economy product

World Traveller Plus is British Airways' premier economy product. The airline was the first global commercial carrier to introduce a fourth class of travel back in 2000. The service is aimed at the cost conscious business traveller and discerning leisure passenger who want more space and privacy than in World Traveller.

It features a separate cabin, wider seats built by German-based racing car seat designer Recaro and the technology to work or relax.

It follows extensive research which showed that customers wanted greater comfort and quality at an affordable price.

Key elements of World Traveller Plus include:

* A dedicated cabin and interior to set it apart from World Traveller. It features five rows with a 2-4-2 configuration offering up to 40 seats on the airline's fleet of B747s and B777 aircraft. On our 767 fleet fitted with World Traveller Plus the seat configuration is 2-2-2.

* Wider seats with greater legroom - 38ins pitch compared to 31ins for World Traveller, with fully adjustable headrest, foot rest and lumbar support.

* In-seat power and telephones giving passengers the opportunity to work.

* Seat back entertainment - British Airways is currently rolling out an audio and video on demand (AVOD) system across its longhaul fleet. It boasts the ability to run over 200 entertainment choices, with 100 films and TV programs, 70 CDs and 20 games as well as radio channels and audio books.

* Opportunities to earn extra Air Miles and Executive Club points.

* Online check-in, fast baggage drop and the advantage of electronic self-service check-in at major UK and European airports.

Research commissioned by British Airways has found that the typical World Traveller Plus passenger tends to be self-employed or work for small to medium sized businesses. A number of leisure travellers, such as honeymooners, who want to treat themselves to a little extra luxury also make up an element of the cabin.

World Traveller Plus is available on all longhaul destinations on the British Airways network.