Dynamic packaging drives ancillary sales growth for BA

British Airways has seen a significant increase in ancillary sales since introducing dynamic packaging to the website.

Last week it told the City that “other revenues” had increased by 9.2% in the October-December quarter, “largely driven by the introduction of new web-based ancillary sales and increased use of Airmiles for hotel and leisure activity bookings.”

A spokesperson explained that dynamic packaging was behind this growth in other revenues. “Since we replaced the old shopping basket approach with dynamic packaging, customers have been booking more hotels, car hire and insurance,” she said.

“They are comfortable using the site to build their own package holiday and like the savings.”

The revenues from dynamic packaging are recorded under the “other revenues” line.

The increased use of Airmiles is also being driven by web innovations, she said. BA has recently introduced a feature to the Executive Club channel on BA.com where members can find out more easily what their miles can earn and what inventory and deals are available.

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