From the travel agency to the photographer, from the passport office to the currency exchange, from the doctor's to the bookstore to the luggage shop travellers can suffer "lag'' without boarding a jet.

Enter the British Airways Travel Shop on Regent Street in London, the one-stop shop for travellers.

Tickets, visas, passports (including photos), maps, travel books, shots, mosquito netting, canteens, luggage, bug spray, foreign currency and more are available at the complex in the heart of London's shopping district.

"We're a long way removed from your airline ticket office,'' said marketing executive Ms Juliet Ryalls.

About 400 people a day enter the store, which is open sic days a week.

As always, Bermuda is misplaced in the Caribbean section of the Stanfords maps and travel books concession. But to the store's credit, the extensive collection has three travel guides devoted exclusively toe Bermuda.

The outside features large display windows boasting sale prices as BA tries to blend with the department stores that ate its neighbours on Regent Street.

Once inside, customers check in at the main desk, where their names are entered in a computer along with information on what they want to do.

They are then given pagers so they can browse the store until they are called.

Once paged, they are served in their choice of ten languages. The computer keeps track of how many people are waiting for what services, so the staff of about 100 can re reassigned accordingly.

Some don't have to wait. Top BA customers are served in the Regent Lounge, which has telephones, a photocopier, and a fax machine for their use.

Those who are waiting can buy luggage at an Equator concession, or exchange currency and buy traveller's cheques at a Thomas Cook outlet. Another Thomas Cook counter handles passport and visa applications.

On the bottom floor is a travel drug store and travel clinic, where all types of inoculations are available. A wide range of travel items, like luggage labels, money belts and sun cream are also for sale.

There's coffee shop, and a welcome desk for inbound people who are staying in Britain and might have booked a hotel though the BA travel company. They can buy theatre tickets or arrange sightseeing tours.

A merchandise area includes BA T-shirts, golf balls, lighters, and more, including BOAC memorabilia.

Despite the wide range of products available, "flights and holidays are the bread and butter,'' Ms Ryalls said. "At the end of the day, we're still a travel agent.'' Everything else "we see more as a service to the customer.

they can get everything under one roof.''.

Airline tickers, cruises, and anything else -- not just BA tickets -- are available at the same prices offered in all travel brochures.

"It's sometimes a bit hard to get that across to people,'' said Ms Ryalls.

"Being BA is almost a double-edged sword. Some come because we're British Airways, but others think we're expensive.'' At the Travel Shop, BA tries to rework both its own image and that of the traditional airline ticket office. Where space allows, booths are replaces with desks and chairs for clients.

There's also a lounge for customers booking more complex trips, like ones round the world. They can relax with a travel consultant and make their arrangements over coffee.

TRAVEL SHOP -- The British Airways Travel Shop on regent Street in London can be one-stop shopping for travellers.