After reading a number of reviews where the service was not as expected, I had some qualms about using it, especially as I had a horror 23-hour long-haul flight ahead of me. So to reduce the risk of late arrivals/ delays in transit, I booked a Silver Shuttle Standard Service (this eliminated any prospective delays from sharing), and also gave myself 30 minutes more to flight departure time than is the norm (by registering an earlier plane departure time). Driver was courteous, careful, and very helpful with my baggage. He obtained a baggage trolley for me at Heathrow so I could better move my luggage (2 check-in cases and 2 in-cabin bags). He did arrive 30 minutes early though, and I wonder if he would have charged me for waiting time had I not been ready to go when he got there, as has seemingly been the case with previous reviewers. Due to the time of day of the booking (Thursday 7pm), I can understand the driver taking this option as traffic to Heathrow was pretty bad, and the important thing is to catch the plane. So hats off to the driver for showing initiative.
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