In April, the UK's flagship airline British Airways launched an investment plan that focuses on excellence in premium cabins and providing more choices and quality services for all customers.

The plans include the new First Wing check-in area at London Heathrow Terminal 5; a 400-million-pound ($480 million) investment in Club World business class; the introduction of Club Europe business class into its UK domestic services; new lounges around the world; the introduction of the latest and fastest Wi-Fi available on 90 percent of its fleet by 2019; and new self-service check-in and biometric boarding gates at London Heathrow Terminal 5.

Alex Cruz, chairman and CEO of the company, said: "We will invest and innovate where our customers value it most, and differentiate ourselves with a unique on-board experience and service. We're investing in Club World, focusing now on improved catering and sleep, and in the future on a new seat.

"We're investing in the best Wi-Fi in the sky, new lounges, and direct access to security and our lounges for our First customers, via our new First Wing at Heathrow. We're also aligning our business class cabin and service across all our flights by introducing Club Europe on domestic flights."

For its operations in China, British Airways has challenged itself to become the most popular airline for Chinese travelers visiting the UK and Europe by the year of 2020.

"We are optimistic that the Chinese market would continue to present great opportunities for us," said Richard Tams, British Airways' executive vice-president for China.

Tams said that relations between China and the UK are in a golden era, since the leaders on both sides reaffirmed ongoing business and economic cooperation at the 8th China-UK Economic and Financial Dialogue held in November 2016.

To better serve its Chinese customers, British Airways has added special touches to its services on flights between China and London early this year. It now offers premium green tea from the top quality British brand Twinings; improved catering options on both Western and Chinese menus; a choice of chopsticks for dining; comfortable slippers and in-flight menus in simplified Chinese.

To set itself apart, British Airways opened its Chinese cabin crew bases in Shanghai and Beijing in 2016.

"Our motto 'To Fly. To Serve.' encapsulates our expertise for flying and our commitment to customer service. It describes our purpose," Tam said. The carrier has been flying to the Chinese mainland for over 35 years. The first direct flight between Beijing and London was launched in 1981, followed by the launch of direct flights between Shanghai and London in 2005. British Airways is currently operating a daily service from Beijing, 10 flights a week from Shanghai and two daily flights from Hong Kong to London.

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(China Daily 05/14/2017 page38)