BA introduces luxury brand, but staff still unhappy
UK airline British Airways has announced it has pumped £100 million ($178 million) into its flagship luxury Boeing 777 ‘First’ brand, despite experiencing continuing controversy over its industrial relations.
The plane includes new cabin designs that have personal wardrobes, leather-bound writing tables and electric blinds.
A promotional photo released with a statement announcing the flight features actress Rachael Weisz quoted saying, “For style, stellar service and complete luxury, it doesn’t get better than British Airways’ new First cabin.”
British Airways’ head of customer experience, Mark Hassell, explained in a statement that First was established to create an intimate private jet experience on board its larger passenger planes.
“We have resisted gadgets and gimmicks and focused instead on simplicity and quality. Every feature has been carefully considered and researched to ensure we are giving our customers what they want,” said Hassell.
The announcement comes as the airline has been accused by British media of approaching staff it let go before the Christmas period to entice them back on temporary contracts, in case strike action by current cabin crew continues.
The airline has been facing strike action from staff since late 2009, which is yet to be resolved by the UK High Court, according to a report in The Times.