What is it? The Virgin Atlantic Upper Class flat bed, touted as the biggest, longest and widest fully flat airline bed in business class.
Where can you find it? In the Upper Class suite on all Virgin Atlantic flights to and from Hong Kong, New York (JFK), San Francisco, Tokyo, Sydney and other select destinations.
What's so good about it? Quite a bit - and that's without including the sky bar, massage and beauty treatments or the complimentary limousine service. As its promotional material says, it really is bigger, wider and longer than pews in other business-class cabins, with a fully reclined seat reaching 2.02 metres (2.08 metres on Boeing 747 upper decks) and a shoulder width of 84cm. The leather seat is plush and you can put your feet up on the ottoman (which houses storage space), settle down with a drink and watch a wide selection of movies on the swivelling 10.4-inch television screen. The parallel positioning of the seats also means each has aisle access, so you don't have to clamber over someone to answer the call of nature during the night. The extended fascias separating the seats increase privacy while ensuring the glare from your reading light or television screen does not bother the person next to you. If you need to work there is laptop power access and a large table. Nothing beats a truly flat bed for a good night's sleep.
And the downside? Virgin's flat bed is not made for the indecisive who can't work out if they want to watch a movie, read or sleep. Instead of sliding down into its flat position, the seat must be flipped over and 'made' before you can lie on it. Woe betide those who change their minds: you make your bed and you lie in it.
Anything else? Virgin has already converted some of its Boeing 747-400 series aircraft to accommodate double beds for passengers who can't sleep alone or want to join the (in)famous Mile High Club.