British Airways has reported a sharp rise in demand for its short-haul business class service, Club Europe, with bookings surging to their highest level since before the pandemic – a surprising trend fuelled by a growing number of leisure travellers upgrading their experience.
Once considered the domain of time-pressed executives and corporate frequent flyers, Club Europe is increasingly being booked by holidaymakers, premium leisure travellers, and high-net-worth individuals seeking more comfort and convenience on short flights within the UK and Europe.
The airline, which operates short-haul services from Heathrow, Gatwick and London City, said the post-pandemic shift in passenger behaviour has helped redefine the appeal of its business class product – even on flights as short as an hour.
“We’ve seen a significant uptick in demand for Club Europe,” a British Airways spokesperson told Travelling for Business. “While corporate travel is recovering steadily, the real growth has come from premium leisure customers – people who want the full airport-to-aircraft experience, from lounge access to priority boarding.”
What does Club Europe offer?
On paper, the Club Europe product differs only modestly from economy class in terms of seat pitch and configuration. Passengers sit in the same aircraft cabin layout, with an empty middle seat providing extra space. However, it’s the surrounding experience – rather than the seat itself – that sets the product apart.
Club Europe passengers benefit from priority check-in, fast-track security, access to BA’s business lounges, complimentary food and drink on board (including hot meals and champagne), and additional baggage allowances.
For business travellers, this means a more streamlined journey and the opportunity to work or relax pre-flight. For leisure passengers, it increasingly represents an affordable indulgence or a way to mark special occasions.
“People are travelling less frequently but upgrading when they do,” said an airline analyst. “There’s a new kind of value being placed on time, space and comfort – even on short routes.”
The growth in short-haul business class bookings reflects broader changes in passenger priorities since the pandemic.
Flexible working has blurred the lines between leisure and business travel, giving rise to the “bleisure” trend – where professionals combine work trips with personal time. Meanwhile, the growth of remote-first workforces has increased demand for weekday travel not strictly tied to boardroom schedules.
At the same time, high inflation and a weakened pound have made travel more expensive for many UK households, prompting a shift in how people spend. “If you’re only taking one or two trips a year now, you want to make them count,” said one travel consultant. “That often means upgrading.”
BA’s loyalty schemes have also played a role. Executive Club members are increasingly using Avios points and companion vouchers to secure Club Europe upgrades, taking advantage of off-peak redemptions and tier benefits. The airline has also run regular upgrade offers to stimulate demand during quieter periods.
Heathrow premium experience upgraded
To accommodate rising premium demand, British Airways has made notable investments in its short-haul proposition at Heathrow Terminal 5. This includes refurbishing lounges, improving the fast-track security process, and introducing biometric boarding on selected flights.
The airline is also trialling new menus in Club Europe, with a greater emphasis on regional ingredients and sustainability. This aligns with wider industry trends as carriers seek to elevate the inflight experience without significantly increasing operating costs.
“Short-haul business class isn’t just about the seat – it’s about the journey from start to finish,” said a British Airways spokesperson. “That’s where we’re focusing our innovation.”
While premium leisure demand is helping to fill Club Europe cabins, corporate travel is also rebounding – albeit in a more selective form.
Many companies have reduced the volume of internal travel, particularly for day trips and training events. However, there is still strong demand for client-facing travel, international meetings, and strategic site visits. In those cases, Club Europe offers the flexibility and status corporate travellers are used to.
British Airways has reported growing take-up of its On Business loyalty scheme, which allows SMEs to earn points across multiple employees. The airline is also working closely with travel management companies to tailor short-haul solutions for hybrid working and regional access.
The rise in premium demand has not gone unnoticed by competitors. Lufthansa, Air France and KLM have all invested in their short-haul business class services in recent months, while low-cost carriers such as easyJet and Ryanair continue to experiment with premium economy-style offerings – although with limited onboard perks.
Not all frequent flyers are convinced Club Europe represents good value. Some business travellers have criticised the lack of differentiation between business and economy seating on short routes, especially when upgrades can cost hundreds of pounds per leg.
But for many, the appeal lies in the cumulative convenience – particularly at major airports where queues, delays, and crowded boarding areas remain frustratingly common.
One London-based management consultant summed it up: “It’s not just about the seat. It’s about getting through Heathrow without stress, having a decent meal, and landing ready to work – even if the flight’s only 90 minutes.”
With summer travel volumes expected to peak, British Airways is preparing for another surge in Club Europe bookings – a trend it believes is here to stay.
As the lines continue to blur between business and leisure, the once-clear distinctions between travel classes are being redrawn – and British Airways is betting that premium service, even on short flights, is now more desirable than ever.