The main purposes for which we use your personal information are:
- to fulfil your travel arrangements and deliver the services you have asked for
- to provide services tailored to your requirements and to treat you more personally
- to send you “service” communications, such as an email advising that check in is open
- to support other administrative purposes
- to provide you with relevant marketing communications
Please see further information on these below.
We will use your personal information to fulfil your travel arrangements and to deliver the services you have asked for. This may include processing information about travel arrangements that are not provided by British Airways but which nevertheless form part of your overall journey, such as details of your connecting flights, arrangements at airports and customs and immigration formalities.
When you are travelling with us and using airports at which we operate, we may have the ability to monitor where you are within the airport, for example, based on your having passed through security checks or having presented your boarding pass to gain access to one of our lounges. This information may be used to assist with flight connections and with the prompt and effective boarding of aircraft, as well as to provide a personalised service.
Please also be aware that in some airports where we operate, facial recognition and related biometric technology is used in order to facilitate passenger boarding.
Providing tailored services
We may use your personal information to provide services tailored to your requirements and treat you more personally, for example:
- to deliver messages and information that we think is relevant and may be of interest to you, prior to, during, and after your travel with us
- to personalise the services, content and offers on our websites and other sales and servicing channels
- to personalise and tailor your travel experience
Examples of how we may use your personal information to provide a tailored, improved service may include our cabin crew and other staff being made aware that you are an Executive Club member (including what tier you are in (e.g. Silver or Gold), as well as other aspects of your travel history with us, such as airport disruption that you have previously experienced, lost luggage, upgrades received, etc.
Even if you have opted-out of receiving marketing information from us, we may still send you communications about the services you have booked to use, such as your travel itinerary. These communications will help you get the most from the services we provide and may also contain options and offers about the services you will be using.
We may also send you communications about the services you have previously used, for example, where you experienced some form of issue or problem and we wish to contact you about it proactively in order to resolve it.
We occasionally run customer surveys to understand more about the way people use our services and how we could improve them. Participation in any research is confidential and voluntary, and results are handled in such a way that they do not identify individual respondents, unless you advise us when completing the survey that you wish to be contacted by us. For the purpose of analysing survey data we may combine your answers with other data which we have, but we will do so in a way that does not affect the anonymity of the survey results.
However, in some cases it may help us improve your experience with us in the future if you permit us to record some of the preferences and other information you provide in the survey as part of your customer record. If you are happy for us to do so then please respond accordingly in your survey response (where you have the opportunity to do so).
We may use and retain your personal information, including your purchase history, for administrative purposes, which may include for example, accounting and billing, auditing, credit or other payment card verification, anti-fraud screening (including the use of credit reference agency searches and payment card validation checks), immigration and customs control, safety, security, health, administrative and legal purposes and systems testing, maintenance and development.
We may use and retain your personal information to provide you with more relevant marketing communications.
The information is used for the following marketing-related purposes:
- tailoring our direct marketing communications (e.g. sending you marketing emails) to include offers and content relevant to you. These communications may be tailored to you based on the information that we hold, such as your prior travel history, your date of birth, etc.
- tailoring and tracking our Internet banner advertisements and links from our marketing partners' websites to our website
- the operation of loyalty and other customer programmes
- statistical and marketing analysis
- sales and marketing research
- page tracking usage and paths visitors use through our site
- tailoring the site content
We may also combine your web usage data with other information we have about you. By way of some examples, this may include whether you have arrived at our site through a marketing email sent to you, your booking and passenger name data you have entered, your Registered Customer Number or Executive Club Membership (if relevant), or previous web usage data stored by a cookie.
When will we send you marketing communications?
You may receive marketing communications from us if you have you requested information from us or made a booking with us, or if you provided us with your details when you entered a competition or registered for a promotion (and have not expressed a preference not to receive such communications).
You can agree to be sent offers and promotions by registering on this website or becoming a member of the Executive Club, or in the course of making any booking or requesting information. We try to make sure that you do not receive duplicate communications even if you have agreed to receive marketing communications in more than one of those ways.
You will not receive direct marketing communications from companies outside the British Airways Group as a result of giving your details to us, but we do use third parties to send marketing communications on our behalf. If we do ever want to allow a third party to send you direct marketing not related to the British Airways Group, we will seek your permission before sharing your details with them. However, please be aware that we do sometimes send marketing communications that promote a third party’s products and services (for example, those of our business partners) as well as our own.
Please see section on "Phishing" and our Phishing FAQ for information about scam emails claiming to be from British Airways.
How can you change what marketing communications you receive and how you receive them?
If you change your mind about the marketing communications you want to receive from the British Airways Group, you can let us know at any time by contacting us at the address below.
In addition, each marketing communication we send by email will also have an “unsubscribe” option which will allow you to stop you receiving further marketing emails.
Please note that if you tell us that you do not wish to receive further marketing communications, you will still receive “service” communications (as described above) confirming and servicing any bookings you may have with us. If you are an Executive Club Member, we will continue to keep you informed about your membership benefits and other important information relating to the Executive Club.
If you are an Executive Club Member you can change your marketing preferences at any time by amending your membership profile online, or by telephoning or writing to the Executive Club.
If you are a registered user of ba.com, you can change your marketing preferences at any time by amending your profile.
In addition to using the ‘unsubscribe’ link in emails, if you receive marketing communications from us because we obtained your details when you made a booking or requested information or when you entered a competition or registered for a promotion, you can tell us at any time that you do not wish to receive these marketing communications by writing, with your full name, address and other contact details to:
British Airways Marketing
Direct Mail Preferences
PO Box 365