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Seattle isn’t the first destination to come to mind when considering British Airways’ transatlantic network. For example, the carrier offers up to 10 flights a day from London to New York, and that’s before partner options with American Airlines are considered.
BA’s more modest twice-daily service to Seattle might lack the near-hourly peak frequency of the Big Apple, but it remains a strategically important route.
The airline first launched scheduled flights to Washington State in 1980, and it has grown in significance in recent years.
Alaska Airlines, Seattle’s hometown carrier, joined BA’s oneworld alliance in 2021, supercharging connectivity and transit traffic at the city’s Sea-Tac Airport. Alaska’s recent merger with Hawaiian Airlines will likely boost its relevance even further.
Recognizing its rising profile on the route map, British Airways has extensively refurbished its premium lounge in the city.
The new-look Seattle lounge (pictured) follows upgrades at Washington Dulles. Credit: British Airways
Skift has yet to visit the new facility, but BA lists brand-new bars, focus pods, dedicated First dining service, and improved menus as highlights of the revamped space.
The interiors are inspired by the Pacific Northwest and feature textile artwork by local artists Hannah Mason and Vacilando Studios, while “incorporating British design elegance.”
The works are the latest stage in BA’s “lounge refresh program” and form part of what it describes as a £7 billion ($8.8bn) transformation of its business. Other lounges that have received a makeover since 2023 include Singapore, Washington Dulles, Edinburgh, Lagos, London Gatwick, and Heathrow Terminal 5B.
Where Next for British Airways?
The carrier is touting 2025 as a big year for its lounge overhauls. Works are underway in two of its highest profile destinations, with upgraded lounges that will showcase a “brand-new design concept.”
Dubai is expected to open first, with Miami following shortly after. More subtle refreshes are expected at the carrier’s existing lounges in Boston and Glasgow before the end of the year.
Looking beyond 2025, next year British Airways will begin “a full redevelopment of its Heathrow lounges.”
The airline is remaining tight-lipped on what passengers can expect from the refurbishment, however, recent and upcoming openings could provide clues about the company’s broader priorities. It promises that the Heathrow revamp will provide “significant transformational changes.”
British Airways’ new-look lounge at Singapore Changi Airport. Credit: British Airways
The vast majority of BA’s global network departs or arrives at its London Heathrow hub. With existing facilities already at, or near capacity, the pending redevelopment is likely to be phased to minimize operational disruption.
Lounge overcrowding is a common complaint among passengers across the airline industry. As Skift reported last week, more than 10 new U.S. lounges are in the pipeline, with many seeking to bring back an air of exclusivity.
The developments in Seattle follow a challenging few weeks for British Airways’ relationship with its premium passengers. On December 30, it announced a series of major changes to its loyalty program, switching to a spend-based model.
Earlier this month, the carrier revised some of its plans, with several concessions introduced in response to customer feedback.
British Airways Boosts Loyalty Messaging to ‘Reassure’ Customers
After a turbulent few weeks, British Airways is attempting to regain control of the narrative. Improved customer messaging and additional status sweeteners should go some way to help.
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