CAIRO: With less people traveling worldwide, it's becoming increasingly vital for airlines to boost up their services and introduce promotional offers to attract as many travelers ahead of the summer season. Although it has seen a drop in premium travel, British Airways is quickly re-strategizing: The airline is offering travelers the option of receiving an additional half price first class ticket with the purchase of a first class ticket at the normal rate. British Airways launched the new promotion for first class travel in advance of the inauguration of their new first class service scheduled for September 2009. The promotion is valid for roundtrip travel from Cairo to London during the month of May. "We launched this promotion to highlight the changes we are making to the first class experience and to encourage our customers to continue flying first class despite the economic recession, explained Mervat Alfy, BA's country commercial manager for Egypt. According to Alfy, the new service will offer heightened comfort for first class passengers, with the goal of restoring old-fashioned service to customers. "The new first class experience will offer more glamour, more style and more service, she said. In an effort to return travel on BA to the old days where flying was glamorous and service refined, the airline has revived its old logo and organized service training courses for staff at London's five-star Dorchester Hotel. New soft products to be introduced include a line of bespoke FIRST luggage by Tanner Krolle and travel bags by Anya Hindmarch featuring BA's retro logo. Updated pillows and beauty products will also help to create an atmosphere of regal elegance in BA's new first class cabins. The new British Airways terminal at Heathrow Airport offers passengers on the airline heightened service between ground and air. In addition to a plethora of shopping and dining venues, the terminal offers clubrooms for premium travelers featuring entertainment facilities, spa services and gourmet dining options. The dimensions of the new first class seat, however, are yet to be revealed. But if BA's history as a leader in luxury travel and the first to introduce the fully flat first class bed in 2000 is any indication, prospective customers can expect optimum space and comfort from the new design. Despite the draw of these new services, the airline's premium travel business has suffered internationally due to the current economic crisis. "The financial crisis has hit the premium travel sector dramatically although we've been lucky in Egypt and continued to maintain sales as the effects have not been as strong here as in other places, said Alfy. The airline celebrated 80 years of operations in Egypt last year, and counts Cairo as a strategic hub for service out of the Middle East region. The launch of the new service during difficult economic times comes after years of planning and preparation, and the airline maintains high hopes for the success of the service despite the planned increase in prices of first class tickets. At the same time, the airline is trying to respond to the crisis by offering customers value and quality in anticipation of improving economic circumstances. "We are trying to respond to the economic crisis by revamping our image as an affordable airline that offers great value to customers, said Alfy.
