British Airways has opted for a “money talks” approach, launching immense investment into customer experience and excellence, including a £400 million upgrade of Club World (BA’s long-haul Business Class service), the introduction of Club Europe on domestic UK flights, new lounges, on-board Wi-Fi upgrades and self-service check-in. From June, a new catering service at Heathrow’s Business Class lounges will boost the culinary options and extend breakfast service until 11am. In the air from July, expect fresh new linens, bigger pillows, softer mattress toppers and plush new duvets. New York’s JFK Terminal 7 will receive over $65 million over the next two years: a refurbishment of the First and Club World lounges as well as improvements to the customer experience at check in, security and the boarding gates. “Our customers will really notice a step-change in their travel experience with us,” says Alex Cruz, British Airways’ chairman and CEO.