Brief

To enhance the passenger experience for British Airways’ customers, from the point of booking to arriving at their destination.

Strategy

By recognising that the journey starts at home, we relaunched the British Airways Inflight Entertainment microsite to reflect this. We introduced a journey planner that enabled passengers to plan what they wanted to watch or listen to, based on their journey time, helping build excitement before they’d even arrived at the airport. Passengers are able to email, print or share their selections on social media.

Results

Since the microsite relaunched we have seen a 50% increase in traffic. Customer interaction via the suggestions box has also increased, resulting in improved levels of customer satisfaction. Through this feedback we’ve seen how tools like the journey planner help create anticipation and become an integral part to the booking process.