Branding Strategy of British Airways in Short Haul Market Name

Branding Strategy of British
Airways in Short Haul Market
Name of the Student
Name of the University

Introduction
• British Airways (BA): The flag carrier airline of the
United Kingdom
• It will cerebrate 100 years of flying on 25th August,
2019
• Current fleet size: 280
• BA has both short haul and long haul destinations
• It flies to over 200 destinations in 75 countries
• London Heathrow Airport is the main hub of BA.
(British Airways 2019)
• BA short haul flies to 123 destinations across
Europe, UK and Ireland (Britishairways.com 2019)

Competition in the Short Haul Market
• Major competitors:
– easyJet
– Ryan Air
– Jet2
– Virgin Atlantic
– Norwegian (Godfrey 2018)
• Short haul market is dominated by low cost
carriers

Current branding strategy of BA
• Tagline: ‘To fly.. To Serve’
• Multiple benefits for short haul passengers
including a wide range of food and drinks
• Attractive loyalty scheme, with British Airways
Executive Club being the best in the industry
• Best punctuality record
• One of the largest workforce with around
45000 employees (Britishairways.com 2019)

Current branding strategy of BA (Contd.)
• British Airways promotes ‘Fly British, Be
Exquisite’
• It is focusing on low pricing for the short haul
travels
• It is also implementing technological
enhancements on board to beat the
competition.

Innovative branding strategy of British
Airways
• British Airways should focus on low budget
customers to compete with the low cost carriers.
• On board technology , such as, free wifi, should
be improved.
• Entertainment program options should be
increased on board, especially for kids
• Complementary food and drinks should be
introduced on the short haul flights

References
• Britishairways.com, 2019. British Airways: Where We Fly. [online]
Britishairways.com. Available at:
https://www.britishairways.com/travel/where-we-fly/public/en_gb/
map [Accessed 14 May 2019].
• Britishairways.com, 2019. Short haul economy dining | M&S |
British Airways. [online] Britishairways.com. Available at:
https://www.britishairways.com/en-gb/information/food-and-
drink/short-haul-economy-dining [Accessed 14 May 2019].
• British Airways, 2019. BRITISH AIRWAYS FACTSHEET. [online]
Mediacentre.britishairways.com. Available at:
http://mediacentre.britishairways.com/factsheets/details/86/Facts
heets-3/33 [Accessed 14 May 2019].
• Godfrey, K., 2018. British Airways: Low-cost airline short haul routes
to rival Ryanair and easyJet. [online] Express.co.uk. Available at:
https://www.express.co.uk/travel/articles/981390/british-airways-

Thank you!