British Airways is not resting on its laurels, especially when it comes to its customers flying First from the Middle East… whose relationship with life’s finer things admittedly may be a bit closer than others’. As part of a £400-million (US$520.4m) effort to revamp Club World offerings across the board, First passengers from the Middle East can now refresh in-flight with new washbags from Liberty London in vintage prints, containing toiletries from Refinery for men and Aromatherapy Associates for women. Further perks? Those departing from Abu Dhabi can experience the new-generation First cabins on the 787-9 Dreamliner, while passengers in Dubai can relax pre-flight in the new Concorde Lounge concept in Concourse D, exclusive to First guests. In London, all First passengers will get to experience the revamped Concorde Lounge in Heathrow Terminal 5 which, from October this year, will boast an updated look and feel and enhanced terrace. Planning in advance will be to your benefit with BA, with customers booking travel in First 60 days in advance from Abu Dhabi or Dubai to Heathrow able to take advantage of special fares (from AED20,550/US$5,595). Travelling onward to the US? A new partnership with The White Company offers plush new bedding for Club World passengers, initially to launch on flights between Heathrow and New York JFK before being made available on other long-haul routes.