British Airways puts Tampa in lap of luxury - for a price
Can you sleep soundly after paying more than $7,000 for a plane ticket? If so, these seats are for you.
By MARK ALBRIGHT
Published December 11, 2003
TAMPA - British Airways will equip its Tampa to London/Gatwick flights with seats that fold flat so business class travelers can stretch their legs, nod off and even roll over.
The upgrade to 50 so-called "sleeper seats" per flight by next summer signals a recognition that the British carrier has been losing profitable Tampa Bay area business travelers to rivals.
The latest transoceanic creature comfort, which includes a TV screen anchored in the armrest, comes at a staggeringly steep price. A restricted British Airways round trip Tampa to London fare in January 2004 can be had for as little as $408. But the current going rate for a Club World flat sleeper seat next August is $7,774.
"You can be sure we will have sale prices when this new service starts next summer," said BA spokesman John Lampl.
Tampa International Airport officials hope the business class enhancement will be popular enough to convince the airline to increase service to seven days a week, up from five.
The airlines introduced the fold-flat seats on their big business travel routes three years ago. International business travelers expect such frills and comfort, it seems, when their employer is picking up the tab.
"BA had to do this because until now they considered us a tourist market," said George Elbe, director of international commerce for Tampa International Airport. "So we've been getting inferior equipment with less leg room in business class. Our research showed they have lost business passengers here solely because there were flights with sleeper seats from Orlando."
British Airways offers Tampa International's only direct overseas service. Rivals such as American, Delta and Virgin Atlantic offer sleeper seats on flights from their European gateways at Atlanta, New York and Miami.
BA will add the flat-seat option to its Orlando flights next summer, too.
Not to be outdone, Virgin Atlantic is adding its own longer and one-foot-wider version of a flat sleeper seat to its Orlando flights late next year.
