<font face="Verdana, Arial, Helvetica, sans-serif" size="2">Originally posted by sowalsky:
In First Class the seats lie completely FLAT so he is able to sleep better and thus be more alert when he arrives at his business meetings.</font>
He's on BA so business is already a flat bed.
Being CEO of EMEA isn't reason enough to be in First. If he isn't there he isn't forking in enough for the firm anyway.
On BA there isn't a SINGLE reason to do First instead of Club besides as an ego booster.
Both cabins have flat beds, both have powerports, phone etc...