BA’s High Life goes on line

Don’t let the title mislead you. This is not a book – or a site – about living high. It’s about flying high and the lifestyle that we’d all like to have when we’re off the plane as well as on the plane and sitting up front. It’s British Airways’ fancy in-flight book, BA High Life, and the carrier is putting it on line. After 35 years if publication, has plenty of content, and is a showcase for fancy living and life style ads.

It comes shortly after BA launched another site, MetroTwin, which is intended as an interactive community for people who fly between London and New York and who live in one, the other, or both. But BA High Life is not interactive, and our friend Tim Hughes, the Australian on-line travel guru, says he wonders why it doesn’t seem to have offers to book flights to the places that it writes about. What we’re curious about is just how another luxury-goods title will compete in a very crowded marketplace – and one in which the prospects for selling that $3,000 bag are fading as we write.


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