After launching the world�s first flat bed in business class in March, 2001, British Airways is still the only international airline that currently offers Australian travellers a seat that converts to a completely flat six ft bed.

The revolutionary flat bed is progressively being introduced throughout 2001 and is currently available on British Airways� service departing Sydney daily for London Heathrow via Singapore (BA16) and departing Melbourne five times a week for London Heathrow via Singapore (BA18).

More than �200 million (AU$499m) is being spent to create a �lounge in the sky� for business passengers to allow them to sleep, work or relax at 35,000 ft.

The new product is part of the airline�s biggest ever programme of product improvements that will redefine business travel for the 21st century and set new industry benchmarks for comfort and innovation. It builds on British Airways strategy of focusing on the most profitable segments of the market combined with fleet and network changes.

The new service has been developed following extensive customer research and sleep studies with ergonomic experts. Customers said they wanted real sleep, comfort, space, privacy, flexibility and the ability to maximise their time.

The seats are designed in forward and rearward facing pairs and are configured to create a lounge style environment with 20 in the upper deck of a B747 and up to 50 in the main deck of B747s and B777s. Each armchair-like seat, complete with footstool, converts to a six ft fully flat bed at the touch of a button. The unique lounge style layout is designed to maximise personal space and privacy, with each seat also featuring individual privacy screens which can be opened or closed dependent on whether customers are travelling alone. Traditional side by side seating is also available if customers prefer.

The bed was designed by leading UK-based design agency Tangerine, working with British Airways Design Management team.

The new Club World product can currently be experienced on British Airways flights between London - Melbourne, London � Sydney, London-Hong Kong, London-New York, London-San Francisco amongst others. The revolutionary features of Club World include:

- Fully flat bed - The first and only business class to feature a six foot completely flat bed. With an equivalent seat pitch of 73 ins - 50 per cent more than today (50ins) and over one foot more than leading competitors (60 ins).

- Unique footstool - Makes the most of the generous legroom and allows customers to really stretch their legs out and relax. As well as being the end of the six foot flat bed the footstool is fully adjustable in height and on a pivot which allows the customer to position it according to their height and swivel the stool around or stow it completely to provide easy access to and from the seat.

- Armchair-like support - The ergonomically designed seat is fully electronic with integrated lumbar support and can adopt any recline position between fully upright and completely flat. It has a fully adjustable headrest with �ears� to provide support. - Lounge in the Sky - �Lounge in the sky� environment and interiors; with seats no longer configured in standard rows, the unique and innovative layout maximised personal space and privacy and has been designed to provide a more relaxed and home-like feel in the cabin. Less seats in each cabin means 30 per cent more personal space overall. Leading UK interior designers Futurebrand created the lounge feel with lighter, brighter seat fabrics, carpets, curtains and wall coverings complemented by new soft furnishings including faux cashmere blankets in cranberry, blue and sage, and crisp cotton pillows with Oxford borders. The cabin walls will feature black and white photography of British Airways and its ancestors.

- Greater in-flight entertainment choice - A choice of 18 channels of film and TV with a larger adjustable 8.4 ins screen for easy viewing, as well as 12 channels of CD quality audio.

- Catering - Features new classic white china, coloured glasswear and innovative menus. Selected dishes have been designed by culinary experts from the British Airways Culinary Council � a collaboration of the world�s leading chefs. Australia�s representative on the Culinary Council, Liam Tomlin, (Executive Chef, Banc Restaurant, Sydney) brings a new dimension to Club World catering. Liam�s speciality dishes � available en route in British Airways� Club World between Sydney and Singapore, Sydney and Bangkok, and Melbourne and Singapore � certainly make in-flight dining a pleasurable experience for the business passenger. Raid the larder service is also available offering help yourself treats and snacks.

- Pre-flight dining - passengers at key US gateways can eat from a hot or cold buffet prior to flying to maximise sleep time on board out of major US east coast destinations or opt for the Goodnight service on board, an express service of a lighter snack for those who want to sleep straight away. - New on-board washbags - Male and female wash bags and refurbished washrooms featuring products from Molton Brown complement the range of beauty and spa treatments in the Arrivals Lounges at Gatwick and Heathrow airports.

- Business amenities - In seat laptop power points and telephones to give you the opportunity to work and stay in touch.

- New handbaggage allowance: - To suit business needs, the handbaggage allowance has been doubled to two pieces up to 18kg total. More space has been created in new design overhead and sidebins. Wardrobe space has been doubled.

- New Departure Lounges - New �Terraces� concept being brought in to departure lounges at airports worldwide. This new design philosophy for lounges brings together an open, airy and refreshing environment offering you choice, flexibility, allowing you to make the most of your time. Unique Arrivals Lounge at Heathrow with showers, suit pressing service, mini gym, health and beauty services, and business facilities. Gatwick also has an Arrivals Lounge, although not all Terraces will contain all nine concepts.

- Kerbside check-in - at London Heathrow and New York JFK.

For media inquiries contact: Phoebe Russell or Rachel Keighery, Prue MacSween & Associates Ph: 02 9327 4333