BA launches US business-class route

Struggling British Airways yesterday launched its inaugural all-business class service from London to New York as it seeks to claw back ground lost to rival Virgin Atlantic and succeed where others failed.

The transatlantic service, which offers flat beds, fine food and internet access for 32 passengers, left London City airport for the first time at 1150 GMT. It had to arrive at JFK airport at 1615 GMT after refuelling in Ireland.

The plane must fly via Shannon airport because London City Airport's runway is too small to cater for an A318 jet with a full load of jet fuel.

BA hopes time lost through refuelling can be won back by getting passengers through US customs and immigration while on the ground in Ireland.

Loss-making BA is seeking to get back on track amid a severe economic downturn that has slashed demand for air travel. However, in contrast to BA, rival Virgin Atlantic has enjoyed an upturn in premium business travel.

Previous attempts at all-business class services from airlines such as Maxjet and Silverjet failed in the run-up to the worst downturn since the 1930s.

BA chief executive officer Willie Walsh, flying on yesterday's trip, predicted the new service, offered on a plane that normally carries three times as many passengers, would be profitable within a year.

"This really is an exciting day. This is innovation. This is what you expect from BA," Mr Walsh added.

Return fares for the new BA service start at £1,901 (€2,060).

"I think it could be the best service BA operates," said Matthew Nicklin, a barrister from London on board the first flight.

"London City is a much smaller airport and it is much quicker to get through than (London's main hub) Heathrow," he added.