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BA upgrades Club World

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LONDON, England (CNN) -- British Airway launched the first lie-flat bed in business class six years ago and the airline hopes to raise the bar again with its new look Club World seat and cabin.

The airline unveiled its new Club World seat Monday, the centerpiece in its $191 million overhaul of its long haul business class cabin, ground service and in-flight entertainment system.

The new seat is 25 percent wider than the current model. Width has been increased by 13cm to 61cm (25.25in) and the when reclined the bed has a new "z" position -- one based on the position the body assumes in zero gravity - that supports the knees and back. When in the "z" bed position, it increases the bed's length from 183cm (six feet) to over 200cm (six feet six inches).

There is also a new opaque privacy screen that separates the seats, which can be raised or lowered electronically. It is made of an innovative material, Lumisty, which enables cabin crew standing next to it to see through it, while still appearing opaque to the passenger sitting next to it.

The in-flight entertainment system has been upgraded with new 10-inch digital screens and a choice of over 100 films and TV programs. An onboard Club Kitchen will be available for hot and cold snacks between meals.

Martin George, British Airways' commercial director, said: "British Airways revolutionized the aviation world when we pioneered the very first flat bed in business class in 2000. We must continue to lead the industry in this fiercely competitive market."

"The feedback from our customers told us the most important thing they wanted was a quality product and it's not just on board the aircraft, but a total product," CEO Willie Walsh told CNN.

"This is the first major product investment British Airways has made in five years, in part, because of the success of our strategy to reduce costs during recent years."

The new look cabin and seats will be rolled out from the end of November 2006 on BA's London -- New York route, and the whole fleet will be equipped in under 18 months.

The airline expects to have 50 percent of its aircraft equipped with the new cabins by next summer. BA also plan to increase the number of seats on many of its 747s raising the number from 38 to 52. Seats from the World Traveller cabin will be taken out to accommodate the expansion.