British Airways display guidelines for Travel Partners

For Travel Partners

• Build Trust: Clear and accurate information helps customers make informed decisions, increasing satisfaction, reducing post-booking issues & improving servicing.
• Boost Sales: Properly showcasing branded fares and upsell opportunities can enhance conversion rates and average booking value.
• Ensure Compliance: Adhering to fare rules, fee disclosures, and accessibility standards protects agents from regulatory and commercial risks.

For British Airways

• Brand Consistency: Uniform presentation of our cabins, fares, and ancillaries reinforces British Airways brand identity and customer expectations.
• Customer Clarity: Accurate flight and fare details reduce confusion and improve the overall booking experience including servicing.
• Partnership Integrity: Transparent representation of partner airlines and joint business ventures ensures fair and honest marketing.

Key areas covered in this page

1. Flight Identifiers – Accurate display of flight numbers, times, and carriers.
2. Cabin & Features – Clear naming of cabin types and branded fare products.
3. Branded Fares, Products & Upsells – Correct terminology and promotion of upsell options.
4. Price Display – Transparent breakdown of fares, taxes, and agency fees.
5. Ancillaries – Disclosure of baggage, seat selection, meals, and other extras.
6. British Airways Brand & Partner Airlines – Proper use of British Airways logos and identification of operating carriers.
7. Contact Information – Ensuring customer and agent contact details are clearly presented.
8. Accessibility – Encouraging compliance with WCAG and EAA (European Accessibility Act) standards for inclusive digital experiences.

How to use these guidelines

Travel partners should integrate these standards into their website design, booking flows, and customer communications. The guidelines provide practical instructions and examples to help agents align with British Airways’ expectations.


All partners are required to adhere to British Airways’ brand display guidelines as outlined in our commercial agreements and distribution policies – enforced by the IAG Travel Agency Addendum.

Cabin & features

Branded fares, products & upsells

Agency fees

You must disclose all mandatory and optional fees, and any agent fees separately to the customer, including any markups.

All fees must be named correctly, as seen on BA.com

• This includes, but is not limited to, any additional fees for ancillaries, such as extra baggage, seat change, meal upgrades.
• If you apply any agency fee to a booking you must disclose this to the customer clearly before checkout.
  • ­You should use the term ‘Agency Fee’ to ensure the customer has complete visibility of what their costs are.
• When displaying a price to a customer you must provide a breakdown of the price so the customer can see the fare price, taxes, and additional agency fees.
• All charges for servicing/change requests must be effectively and clearly communicated with the customer before checkout.
  • ­The customer must be made aware of our T&Cs for all servicing/change requests.
  • ­You must disclose whether the change fee has been applied by BA or the Agent.

Booking fees, flight product, taxes, and any service fees must be displayed individually to the customer to ensure transparency.

Fare display

Any fares, prices or information displayed or communicated must be accurate as determined by the Airlines’ Rules.

• Individual prices of flights, fare information, and travel information must all be displayed with accuracy.
• All prices advertised on Metasearch Engines must match what is displayed on your website.
• You are responsible for ensuring all information on prices and/or fares displayed on your website are correct and rectify any inaccuracies at the earliest opportunity.

Fares displayed online to customers must be bookable in real time where required to be compliant with any local advertising requirements.

Agents must not encourage the use of “Travel Hacks” or prompt the misuse of fares.

Agents must always abide by the Terms & Conditions of all special/NET fares.

• For example, agents must not mark-up any fares if the fare rules state a mark-up cannot be applied.

You must not exclude us from any search results if we meet the criteria of the customers search parameters.

We trust you to follow the guidelines and sell as per our T&Cs for the benefit of our customers.

Ancillaries

Baggage

All baggage restrictions must be clearly disclosed to the customer.

Information to include for both hand baggage and checked baggage:

• Pieces of baggage allowed in fare rule.
• Weight allowance.
• Dimensions of baggage (for hand baggage).
• Quantity of bags included in product.

You can help the customer out by providing a link to our baggage page.

BA Brand & Partner airlines

Operating carrier display

You must accurately display and convey the identity of the operating carrier for codeshare flights during flight selection.

Interline

As an Agent, you must disclose all airlines in a single itinerary when advertising interline journeys.

Joint Business

We have multiple Joint Businesses, so you must ensure that our Joint Business partners are displayed correctly for any flights where they are involved.

Different carriers provide different services, so it is important that your customers are aware of the airlines involved in their journey and how our services differ. It is a good idea to use logos to help customers differentiate between airlines.

BA brand

All images relating to BA must be as per BA standards. You can source these images from our media library.

You must clearly disclose whether a flight is a British Airways mainline or one of its subsidiaries, i.e. EuroFlyer or CityFlyer. All subsidiary flights must be clearly displayed with the correct use of relevant logo.

This can be done at the beginning of the booking flow so customers can easily differentiate between our brands.

European Accessibility Act 2025 (EAA)

The European Accessibility Act​ (EAA) applies to organizations who have operations in the EU or sell to customers in the EU.

The EAA is an EU directive that has been transposed into national laws by EU Member States. It requires in-scope products and services to be accessible to the level required by each Member State – usually EN 301 549 or WCAG 2.1 AA. The EAA is the minimum standard that must be followed but standards may be higher in individual Member States.

The EAA emphasises a ‘design for all’ or universal design approach with the intention of creating ‘products, environments, programmes and services to be usable by all people, to the greatest extent possible, without the need for adaptation or specialised design’.

In relation to WCAG, the core principles when creating/reviewing your web content to ensure it is as accessible as possible are:

• Perceivable​
• Operable​
• Understandable​
• Robust​

The EAA is a legal obligation. You must ensure that you are compliant with the EAA.

You can find a link to the EAA here.

US Accessibility Requirements

Your primary website must conform to all applicable Success Criteria and all Conformance Requirements from the World Wide Web Consortium (W3C) Recommendation 11 December 2008, Web site Content Accessibility Guidelines (WCAG) 2.0 for Level AA.

Web pages associated with obtaining the following core air travel services and information that are offered on your primary Website in connection with the authorized display of BA content are required to be conformant:

• Booking or changing a reservation, including all flight amenities you are authorised to sell by BA;
• Accessing a personal travel itinerary;
• Accessing the status of a flight;
• Accessing flight schedules; and
• Accessing carrier contact information.

You can find a link to the US Accessibility Requirements here.