British Airways seeing rise in online bookings for premium and long-haul

Bookings on BA.com for long-haul and premium products are proving increasingly popular alongside low-fare options, according to the airline’s UK head of leisure sales, Adam Daniels. 


“We’re starting to see big ticket purchases on the site,” Daniels told Travolution.


“Customers are confident about booking through BA.com, and we’re seeing a lot more long-haul and Club World tickets sold online. They trust the site enough to spend three or four thousand pounds in a single transaction.”


The airline is looking at a number of options for its site,  although it remains committed to a multi-channel  approach. “Across the network around half of all bookings are direct, with BA.com about 40% and call centres 10%. The balance is trade,” he explained


Daniels said that the precise details about its dynamic packaging product are still being worked out.  He confirmed that the next stage would see the technology used in the BA Holidays call centre added to the site, bundling BA seats with contracted beds.


Online travel agencies are also “a key part of the distribution mix”.


The airline also working with vertical search engines such as travelsupermarket and kayak, treating them as a viable sales channel rather than just marketing vehicles.


Daniels added that while the volumes were increasing through vertical search sites, they still had “some way to go” before establishing themselves as a mainstream option with consumers.

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