British Airways unveiled a series of initiatives as part of its £7bn transformation plan taking place over the next two years, with approximately £750m dedicated to the company's IT infrastructure.
The initiatives were unveiled at a British Airways showcase event in London on March 4, attended by the airline's chairman and chief executive, Sean Doyle.
We reported on the first batch of updates here:
British Airways introduces cabin upgrades, free messaging and resumption of routes to Kuala Lumpur and Bangkok
On the topic of digital transformation, Doyle commented:
“We want to make sure that the digital experience is not only as good as anyone else's, but actually surpasses them and is better than anyone else's.”
The airline plans to launch a new website and mobile app that will offer “deeper customization,” with initial changes rolling out by the end of the year.
The new ba.com browser is currently in BETA testing and will offer passengers the opportunity to make changes to their trip online instead of having to call a customer service centre.
BA said it will be able to text hotel and meal vouchers to customers if their flight is delayed or cancelled, so they don't have to find accommodation themselves.
Colm Lacy, British Airways chief commercial officer, added:
“One of the key approaches we are looking at is not only the ability to rebook on our own flights, but actually if your flight has been cancelled, we will be able to book online with other airlines. “That is a turning point for us.”
Machine learning and AI
The airline is also investing £100 million in machine learning, automation and artificial intelligence across its operations for services such as reservations, baggage handling, as well as to speed up departures and respond to disruptions. British Airways is also using new tools to help predict delays and analyze the weather in real time.
Regarding operations, Doyle commented:
“You can transform a lot of things in an airline, but if your operation doesn't meet the basics, you won't get very far. You will be able to have a great experience on board. [and] The crew may be in fantastic shape, but if the planes are late then you have a problem.
“We have had a huge focus on operational resilience and punctuality, and it is fair to say that I think over the last three months we are making good progress. Our average departure punctuality at Heathrow over the past few months has been 80 per cent. “We have been better than the average of all the other airlines at the airport and that is a significant change from where we were maybe six months ago.”
During the BA showcase, we also spoke to the proactive customer service team who connect with crew in the air via Microsoft Teams to resolve any issues customers may experience in the air before landing at their destination.
Sustainable operations
The airline also provided an update on its sustainability measures, placing an emphasis on modernizing its fleet with fuel-efficient aircraft that are “20 to 40 percent more efficient than those we are retiring.”
Doyle commented:
“We made the brave decision to retire all of our 747s in 2019, we are replacing them with fuel-efficient aircraft that are better for the bottom line, but more importantly, much better for the carbon footprint.”
He also spoke about the importance of sustainable aviation fuel:
“A big pillar of our plans is also sustainable aviation fuel… We are at the forefront in terms of securing SAF, but we need a policy to increase SAF production here in the UK.”
Last week, the airline's parent company, International Airlines Group (IAG), announced its largest SAF purchase agreement to date with e-SAF (power-to-liquid) producer 'Twelve', which will supply e -Advanced SAFs made from carbon dioxide, water and renewable energy to support IAG's five European airlines, including British Airways.
IAG will buy 785,000 tonnes of eSAF
British Airways added that the team is working to electrify the operation, from electric vehicles at Heathrow to eliminating single-use plastics and investing in innovation in the form of an equity stake in hydrogen electric aviation solutions company Zeroavia.
ba.com
