15 reasons to fly Club World

Creating the best possible sleeping experience has been at the heart of what we do at The White Company for the last 23 years. We’re passionate about our customer experience and renowned for our meticulous attention to detail. When British Airways asked us to help with this exciting project for Club World we were delighted, because we knew we could help customers truly sleep well in the sky.

All the elements in our Club World amenity kits were selected to work well together. Start your journey with our Spa Relax Pulse Point Oil, which contains gentle essential oils of calming lavender and cooling clary sage to aid relaxation. Flying is quite dehydrating, so we’ve included our Spa Restore Gentle Moisturiser and a Luxury Lip Balm to boost hydration. The moisturiser, with its warming geranium and re-energising eucalyptus, is also great before disembarking as it's rejuvenating.

Many of our friends have told us our new oversized eye mask – which really blocks out the light and has a super-soft padded lining for comfort – is the best they have experienced in the sky. We worked hard to make sure it isn’t too tight.

Sleeping well is vital for wellbeing. It restores the body, refreshes the mind and helps boost the immune system. Our goal throughout the design process of our Club World bedding was to make the sleeping experience as comfortable as possible. We’re particularly pleased to introduce the fuller-size pillow, plus the cotton quilted base layer for extra comfort. The luxurious quilted duvet moulds beautifully to the body and the soft-to-the-touch blanket provides a flexible extra layer.

The pillowcase is made from 200-thread-count pure cotton so it feels really comfortable. We chose a super-soft hollow fibre filling because we wanted it to feel as close as possible to a luxury down pillow, whilst also being hypoallergenic and therefore suitable for all.

The main aim when planning the new Club World dining experience was to deliver a complete refresh. We had significant investment in Club World equipment, marrying the best elements of British heritage, such as our new cut-glass crystal tumbler, with stylish, contemporary design, such as our stemless champagne flute and lightweight fine china.

The new Club World dining experience is a more personalised, thoughtful service. It demonstrates that we’re investing in the customer with refreshed menus, which showcase the best of British products.

We have key menu design principles all our caterers need to adhere to. We look for fresh, seasonal, high-quality ingredients – provenance is key. We also know that your ability to taste at altitude is reduced, so we encourage suppliers to counteract that by incorporating umami-rich ingredients. And we make sure the menus are designed so they are visually appealing, as well as tasting great.

We are very much aware of the changes in dietary requirements and we always balance the menu to ensure it includes both comfort dishes and wellbeing meals. We also offer a range of 12 special meals. We understand that the demand for gluten-free and vegan options is growing, so we’ve adapted our special meal menus to introduce variety and choice for all.

The Club World service is thoughtfully designed to help you make the most of your journey. The individual hand service allows the crew to interact with the customer much more. Our crew have been on an in-depth training course to support the new Club World. Part of that focuses on the food delivery and gives the crew the confidence to talk about specific dishes.

We know passengers value their sleep – there’s no substitute for having sufficient rest for the day ahead – so our Sleeper Service on selected night flights has been designed to create a discreet and hushed ambience. Everything that can be, is presented before take-off, including blankets and amenity kits, enabling passengers to get down to the business of sleep without delay.

The service on night flights is designed to be elegant and unfussy, so everyone can obtain maximum rest. Our breakfast preference cards, for example, allow you to inform the crew that you wish to be left to sleep for the entire flight, woken up for breakfast or just for a wake-me-up drink during descent. It’s a more nuanced breakfast service for our busiest customers.

In Club World, there’s an emphasis on keeping the lighting at a level which induces maximum relaxation and therefore sleep. If the lights are bright and then they’re suddenly switched off, you’re going to find it harder. So the lighting in Club World is ambient from the start – the only time we increase it is during the safety video and securing the cabin for take-off.

The meal service is transformed. The biggest single difference is how the crew deliver to the customer, with personal hand-delivered service, the customers have choice of a full range of starters, main course, desserts and cheeses. Customers get to choose what they are about to eat. The whole presentation is as much about the individual experience as it is about the improved menu.

British Airways has committed a huge investment to the new Club World, and this includes investment in the people delivering it. All the cabin crew have been given two days of training, which means they are fully aware of what Club World passengers expect. For example, an integral feature of the new service is a personal welcome – we want our customers to feel they’ve arrived ‘home’.

Find out more about our Club World