In case you hadn’t heard, British Airways is trying to tempt business-class customers into first class with – for now – a free upgrade to give them a taste of what they’re missing, Bloomberg reported Thursday.

“Club-World flyers will be offered an upgrade on one leg of their journey on select routes between Sept. 4 and Dec. 12,” Bloomberg’s story said.

(Update 8:30 p.m. EST) It’s important to note, however, that you can’t take advantage of the offer if you have a U.S. originating ticket, Chris McGuiness of another BoardingArea-affiliated site – – tells us in the comments section below. “Sadly this is only for UK originating tickets, which the Bloomberg article doesn’t make clear,” he writes. “Wish we could get it from this side of the pond!”

If you do qualify, however, you’ll have access to first-class check-in areas and lounges, premium wines and a concierge, the story says.

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The move underscores British Airways’ attempt to bolster first class demand as rival airlines reduce their premium offering, the story says.

Readers: Under what circumstances do you consider it worth the extra money to fly in first class vs. business class?