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Running a responsible business

The marketplace

Seat in First cabin


We listen carefully to our customers because it is our best guarantee that we will invest in the products and services they value most. Their feedback and opinions have a huge bearing on our strategy to become the leading global premium airline with a sustainable future.

But it’s also vital that we listen to their wider concerns. They expect us to be a highly responsible business with an active CR programme. For that reason, we are embedding our One Destination programme into every aspect of our products in a visible and high profile way.

Premium service

We aim to provide a premium service to all our customers at every touch point, providing comfort, convenience and reliability. Our people play a crucial role in delivering the upgraded customer experience we want everyone who travels with us to enjoy. In keeping with the best companies in the hospitality sector, we are investing in an extensive training programme for our customer-facing colleagues to support this.

The service we provide on the ground at our main hub, Heathrow, is highly valued by our customers. In 2009 we consolidated our Heathrow operations by completing the final moves out of Terminal 4 into Terminal 3 and Terminal 5, thereby offering a smoother travel experience, extensive facilities and consistently high levels of punctuality. Our new premium lounges at Terminal 3, which we share with our oneworld partners, are proving as popular as those in Terminal 5.

On-board experience

Our long-term commitment to offering premium products valued by our customers saw two important launches during the year. The innovative, all-business class service from London City to New York was launched in September and was an instant success with customers.

We also introduced our stylish new First cabin, offering our customers a sophisticated environment in which to work, sleep, eat and be entertained.

Our website has become a significant and integrated part of the British Airways travel experience. We are constantly improving our online offering to make it easier for customers to find the best offers, make the right travel choices and purchase more extensive travel packages in one seamless booking.

Nearly one-third of our bookings are made through, accounting for 20 per cent of our revenue. has also become an invaluable medium for communication with our customers, becoming their first point of call for up-to-date information especially during periods of disruption.

In 2009, improvements included the introduction of the value calculator, allowing customers to see the extra value they receive when they choose to fly with British Airways rather than with one of our competitors.


BAWC has a reputation for tremendous innovation. During the year we once again led the field by introducing the next generation of cool chain airfreight logistics products, under the brand name Constant Climate. We have also started developing our express airfreight proposition, Prioritise, which will be relaunched during 2010.

Our Boeing 747 freighter programme, operating cargo-only flights to 16 destinations on key global trade lanes, continues to be successful and we have now reaffirmed our strategic commitment to this market.

Our loyalty programme, offering small and medium sized businesses the opportunity to earn loyalty points to use on flights and hotels, has proven its worth in the downturn, winning continued support from this important and valuable customer segment.

Overseas branches

We fly to a number of destinations around the world. In addition to the overseas branches we have established in many of these countries, we have branches in countries to which we do not fly.

We introduced our stylish new First cabin during the year, offering our customers a sophisticated environment in which to work, sleep, eat and be entertained.

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