BA looks to frequent flyers

British Airways is looking for a further boost to its recovery from an enhanced frequent flyer programme.

Posting pre-tax profits of £158 million for the first half of 2010 – its first profitable trading period in two years – BA said it is looking to consistency across its Executive Club loyalty programme and American Airlines’ AAdvantage and Iberia Plus schemes to help drive the revenue-based recovery.

The three airlines signed a Joint Business agreement that started trading in October. By combining frequent flyer programmes, the three airlines will be able to provide a superior customer experience and integrated service, as well as more destinations and departure times. These are especially important in regaining the business flyer segment – longhaul flexible fares are still below levels for the same period in 2009.

Chief executive Willie Walsh says “our customers remain our main focus.” Benefits of the merger with Iberia include enhanced frequent flyer benefits, access to more VIP lounges, more competitive prices and better frequencies and connections.

The addition of American Airlines’ to the agreement allows BA to compete more effectively against the Star and Sky airline alliances, especially for transatlantic traffic.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here