British Airways, one of the largest airlines in the world, serves 148 destinations and transports 3 million passengers annually. With its main hub at London's Heathrow Airport, the airline flies to points in the United Kingdom and Europe, as well as the Americas, Africa, Asia and Oceania. As such, it serves a variety of customer types--from business travelers to families to students. Each represents a segment with particular needs.
Whether it is a multiweek vacation or a weekend getaway, the typical leisure traveler seeks many of the destinations that British Airways serves. As such, the airline has incorporated a number of programs to serve this type of passenger. The main ingredient is a low fare, but more inclusive packages also feature hotels and car rentals. Special packages cater to beach and ski destinations, as well as golf and shopping.
Closely related is another customer segment served by British Airways--the family market. Many families travel to visit relatives or friends, and sometimes they travel on short notice. They are often inexperienced travelers and might need special assistance, particularly with small children. British Airways carried 1.3 million children last year, including 250,000 babies. The "Skyflyer" program provides special children's meals and assures families that they can sit together.
While fare levels are important to any passenger, the most important consideration for the business traveler are flights to a specific city and schedules. Frequency of flights is important, as is on-time departures. With frequent service to many business centers, British Airways serves this passenger and depends on her satisfaction. A variety of programs, including "On Business," entices corporate customers, and includes such perks as upgrades.
British Airways also provides service to several special passenger markets. These include students, military and the marine market. These passenger types often need one-way fares or special rules to accommodate their travel needs. Most will travel round-trip, but because of long periods away from home, cannot purchase normal discounted round-trip fares. In addition, the airline serves many diverse cultures with societal differences, including those with various food needs. The airline caters to the segment with local and ethnic meal choices.
The Executive Club is the British Airways frequent-flier program, and while the name implies it caters only to the business traveler, it serves all passenger segments. Leisure travel qualifies for the program, and families can pool miles. While the fare paid will determine where you sit, British Airways aircraft seating also segments business and leisure travelers with various classes of service. Long-haul business travelers can choose First Class, Club World (business class) or World Traveler Plus (economy with extra leg room), while those traveling on leisure fares sit in the cheapest section.
