NEW YORK -- TWA rolled out its expanded domestic first class
product, with a 60% increase in seats that allows more upgrades for
frequent flyers who purchase full-fare coach tickets.
On the ground, Trans World First passengers will have priority
check-in and preboarding privileges and can use domestic Ambassador
Clubs on the day of travel. Their baggage will be tagged for
priority handling.
The carrier's DC-9, MD-80 and 757 aircraft have been fitted with
the larger first class cabin, including new seats with adjustable
headrests that were introduced about six months ago; its 727s will
be completed by March.
A new in-flight menu stresses lighter, fresher and healthier
selections accented by brand-name foods such as Mrs. Field's
cookies and Eli's cheesecakes.
An additional enticement is a 50% mileage bonus for passengers
traveling in March on domestic full-fare first or coach class
tickets.
Don Casey, executive vice president of marketing, said the
domestic first class product is the third of five steps that TWA is
taking to attract higher-yield business travelers. The first and
second were the carrier's dramatic improvement in on-time
performance and completion rate and the rollout of Trans World One,
its international business class product.
Still to come toward the end of the first quarter are a short-
and medium-haul business product on heavy business routes in and
out of St. Louis and a rebranded frequent flyer program.
Meanwhile, airport ticket counters and collateral materials such
as ticket jackets are beginning to sport a sleeker new look.
Casey said TWA, which is in the middle of a fleet replacement
program, is also talking to both airframe companies about another
major aircraft acquisition.
In addition, he said, chairman Gerald Gitner was in Europe to
explore new alliances with overseas carriers.
TWA was a latecomer to the alliance game -- its only
international code-sharing agreement is with Royal Jordanian, and
it has a memorandum of understanding with Air Europa -- so new
partnerships "are an enormous opportunity for us, both in Europe
and in Asia," Casey said.