British Airways is now bringing its World Traveller section up to speed.

The 150 million overhaul of the airline's long haul economy section follows the introduction of sleeper beds in First Class and cradle seats in Club World.

BA chief executive Bob Ayling said: "We have listened hard to our customers and are providing them with what they want, not glitz and hype, but lots of real practical improvements.

"Together they will make a marked difference and add more fun and enjoyment to their travels whether they are flying with their family, on holiday or on business.'' The 777 aircraft serving Bermuda have already benefited from the changes meaning Bermudians travelling direct to the UK on the Tuesday, Thursday and Saturday flights -- and the additional Friday flight during the summer -- will be able to sample the renovations immediately.

The rest of the airline's almost 100-strong fleet are set to be re-designed and re-equipped over the next two years.

Passengers who have flown in the economy section on British Airways in the past will notice the changes immediately upon entering the World Traveller section.

The cabin's interior is brighter thanks to the removal of the old dark blue seats and dull grey and red furnishings. These have been replaced with lighter blues, vibrant reds, apple green and cranberry pink -- as selected by a top London designer.

On settling into a seat, the improvements will become even clearer.

Passengers wanted more comfort and they have got it with adjustable ears on their headrests which support their heads while reading, sleeping or watching television.

Just think, no more waking up with your head on an unknown neighbour's shoulder.

Also included in the seat is a lumbar support and foot rest which both help to relieve travellers discomfort.

Add to that the extra inch of knee room and a very comfortable seat begins to emerge.

In fact, leading UK ergonomist Nigel Robertson, of Open Ergonomics at Loughborough Technology Centre, said: "Careful measurement and analysis shows conclusively that the new seat is ergonomically sound. It is improved out of all recognition over the old seat.

"The ergonomic development of the new seat has resulted in a raft of features and design details that improve comfort.'' Straight ahead on the seat back in front of each economy passenger is a personal television screen -- a 6.3 inch liquid crystal display video screen -- which shows a variety of programmes on 12 channels.

Six of these feature movies and the others air comedy, news, sport, documentaries, children's programmes and shows suitable for the whole family.

An added feature is an extra channel with moving maps that shows where you are in the world at that time on your flight.

Also available are 12 compact disc quality audio channels.

Beyond entertainment and comfortable seating, passengers also welcome the food served on British Airways' flights.

To improve presentation, the airline has designed a translucent blue two-tiered meal tray to make better use of available space along with new cutlery and crockery.

The menus have also received a boost with regional recipes using original spices and up-to-the minute dishes from top British television chef Brian Turner.

He said: "As food becomes more fashionable there is a real danger that the fashion takes over the food. I believe that taste, authenticity and simplicity are the key to successful menus and British Airways shares this view.'' And if you get hungry in-between meals there is always the Refreshment Bar available featuring snacks and drinks.

Of course a large number of World Travellers tend to be families flying together and long flights with young children can prove somewhat distressing for both them and their guardians.

To cater to families' special demands, British Airways has introduced Feeding Children First which means your children will get their meal first and you can help them eat before relaxing to enjoy your own meal.

Special meals for children can be requested when passengers book.

Children also like to be amused as much as their parents do and the airline has got the top London toy shop Hamleys to put together a Treasure Chest containing toys and activities for kids.

British Airways' Skyflyers Children's Club spokeswoman Sophie Newsom said: "A family holiday should be the best time of the year for mums, dads, the children and other passengers on board too.

"The new World Traveller service proves that the answer lies in listening to passengers.'' Other changes to economy travel have taken place on the ground.

Passengers will be able to check in and receive seat assignments over the telephone eventually at all British Airways destinations.

On arrival at the airport there will be drop desk for baggage and a machine to provide boarding passes.

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