British Airways Counting On Leisure Travelers Against A Backdrop Of Brexit

by Doug Gollan
British Airways Counting On Leisure Travelers Against A Backdrop Of Brexit


Against a backdrop of Brexit and closer attention to expenses with key sectors of its corporate accounts, British Airways chairman emphasized all ends of the leisure segment are going to become increasingly important for British Airways.

At a London press briefing for journalists and bloggers that included tours of BA’s new lounges at Gatwick and new First Wing VIP security channel at Heathrow, BA chairman Alex Cruz said the airline will fight hard against low cost carriers for budget travelers both in Europe and to North America.

To lower per seat costs, BA has reconfigured its fleet of Boeing 777s to have 10-across seating in World Traveler, up from nine across. Adding extra seats in the back of the planes means it can offer fares competitive to the likes of Norwegian Air Shuttle and Iceland’s WOW Air which often market lead prices under $100 each way. BA’s low-cost approach enabled it to open new routes from LGW to Oakland and Ft. Lauderdale.

At the same time he said affluent leisure travelers are a growth market for the airline and a key target for its World Travel Plus and Club World cabins, traditionally the domain of the business travel sector. Cruz said BA is putting $400 million into refreshing lounges, including in the U.S. and soft product enhancements to Club World. He said by 2019 it will have a  new all-aisle-access business class seats, but no decision has been made on what part of the existing fleet will get retrofitted or when, or when the new seat will be revealed.

Cruz and BA, who have had an onslaught of criticism in the media of cost cuts and implementation of its European and domestic economy class buy-on-board service, said the airline is launching a new communications initiative of new, positive messages every Tuesday for at least the next seven weeks.

  1
  0
Tip of the Day

Believe it or not if you're not packaging events and selling them, your customers are likely doing it for themselves.

Lynn Fuhler

Daily Top List

The World’s Top 5 Airports

1. Changi Airport, Singapore

2. Hong Kong International Airport, Hong Kong

3. Zurich Airport, Switzerland

4. Hamad International Airport, Doha

5. Schiphol Airport, Amsterdam, The Netherlands

Source: Wanderlust

TMR Recommendations
Top Stories
The 25 Most Haunted Hotels in America
The 25 Most Haunted Hotels in America

From spooky stories to eerie encounters, these hotels are sure to make travelers believe in ghosts.

FAA Campaigns to Ban Laptops From Checked Bags
FAA Campaigns to Ban Laptops From Checked Bags

The FAA wants to stop passengers on international flights from placing laptops and other large electronic devices in their checked bags because of fire concerns.

TAP Air Portugal Boosts Transatlantic Traffic With JetBlue Tie
TAP Air Portugal Boosts Transatlantic Traffic With JetBlue Tie

Codesharing increases airline load factor, doubles U.S. passenger traffic.

Walt Disney World Gets into the Holiday Season with New Festive Offerings
Walt Disney World Gets into the Holiday Season with New Festive Offerings

Starting next month, the Magic Kingdom comes alive with parades, parties and candlelight ceremonies celebrating Christmas.

JetBlue to End Ticket Sales Through 12 Travel Booking Websites
JetBlue to End Ticket Sales Through 12 Travel Booking Websites

JetBlue will try and push travelers to book direct through its website.

As REAL ID Deadline Approaches, Having a Passport More Important than Ever
As REAL ID Deadline Approaches, Having a Passport More Important than Ever

As diplomatic relations toughen in the Trump White House, the REAL ID Act deadline may yet get some teeth—and travelers in many states may be required to show a passport for even domestic travel.

News Briefs
Advertiser's Voice
Advertiser's Voice: Royal Caribbean International