Towards the end of the 1990s an airline customer focus group told British Airways that they’d be prepared to pay more for a larger economy seat with a bit more legroom. Their timing couldn’t have been better. British Airways had announced its new Club World cabin in 1999 and its flat beds, introduced the next year, revolutionised business class flying. New Club World set the business class bar so high that there was room to introduce a fourth cabin, without the risk of business class customers downgrading. Sothe airline implemented the suggestion and in 2000 launched a fourth, separate, cabin. Described as a premium economy cabin, World Traveller Plus fitted neatly between the World Traveller economy cabin and Club World. The announcement didn’t grab the headlines the way Club World had a year earlier. World Traveller Plus came with wider, more comfortable seats, in-seat power for laptops and more legroom. Unlike the launch of the flat beds in business class it wasn’t revolution...