BA trials cabin crew reward scheme

British Airways is looking to boost cabin crew morale and reward outstanding customer service with the trial of a “golden ticket” scheme.


Frequent travellers on the airline will have the chance to personally commend individual crew members with the golden tickets that can be handed over in-flight.

The initiative sees 3,000 of BA’s top UK customers given two golden tickets to recognise cabin crew at any time. British Airways managers will then be able to thank cabin crew individuals personally for their contribution in delivering exceptional service.

The scheme is part of BA’s efforts to help deliver its To Fly. To Serve. positioning and to support its staff as the airline ramps up its London Olympics sponsorship activity

The airline, which is shortlisted for Brand of the Year in the Marketing Week Engage Awards 2012 is also introducing a ‘travel advisor’ scheme on selected long haul flights.

It has already equipped cabin crew with more than 2,000 iPads to help show case services such as the in-flight menu. Travel information apps are also being installed on the tablets so a designated on-board “travel advisor” can help with information and tips on entertainment and shopping at a range of destinations.

Frank van der Post, BA managing director of brands and customer experience, says: “Our cabin crew are travel and service experts, and these new initiatives give us the perfect opportunity to share and recognise their unique talents with our customers.”

British Airways will make a decision before Autumn about whether to roll both services out on further flights.

BA owner International Airlines Group is in the process of finalising its acquisition of rival BMI.


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