British Airways re-launched its website this week with a strategy to become the primary interface between British Airways and customers.
The new-look website, unveiled to delegates at the Travolution@WTM conference in London by BA.com general manager Carsten Willert, is a radical departure from the existing site, which had been used by the airline for around five years.
BA is placing a great deal of its future business model on the site as it looks to reduce distribution costs and grow services like such as online check-in, a key element of the airline’s move to the new Terminal 5 at London’s Heathrow Airport.
Some content on the site has been consolidated to reduce duplication and functionality has been split into four areas: flights and accommodation; booking management; flight information; and Executive Club.
Willert said: “We have more than 400,000 hits to ba.com a day and it is becoming the primary way that our customers interact with British Airways outside of an aircraft.
“It has allowed us to understand the needs of our customers and this refresh is part of that.
“We are preparing for our move to Terminal 5 in 2008 and ba.com’s functionality will allow customers to arrive at the airport checked-in and ready to fly. We need it to be clear and easy to use.”
The new site will also be featured in a major new TV advertising campaign.