Enhancing Customer Confidence in British Airways Amidst COVID-19 Pandemic

Global Hospitality and
Tourism Issues

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Global travel and tourism industry is a market dealing with the activities such as people
travelling to new destinations, in the same country or international borders for seeking adventure,
leisure, social interaction, business, etc. Due to the current pandemic issues the industry has
faced many critical challenges, among which was the decline of customers and overall profits to
40% of the total. This report will argue that the British Airlines should not increase their fares to
restore customer confidence. British Airways is an international flag carrier of the UK, which
was established in the year 1974 and is headquartered at London, England. Moreover, this report
will provide certain factors that demonstrate various other ways instead of rising fares, to
enhance the growth, recovery and development of the company.
MAIN BODY
The airline travels has suffered a lot during COVID-19 pandemic and the British Airline has
lost about 60% of its revenue due to the pandemic. The global COVID-19 crisis has raised a
financial downsizing of the aviation industry due to the critical fear of getting infected (Cullinane
and Murphy, 2021). It is not the fault of customers therefore raising prices for the fares is not a
legitimate solution for restoring the customer confidence for restoring the business. There are
certain factors that could support the industrial growth, recovery and development of British
Airways after the COVID-19 pandemic. The company can improve utilize other substitutes
instead of increasing the fares of the tickets such as Lowering the ticket fares and reducing
change-fee waivers. The ticket fares can be termed as the monetary value that is required for
booking a seat in the airlines to travel from one place to another. The change fee means the
charges that are taken from the passengers when they are changing the flight while traveling
from one destination to another (DFT, 2021). The cost of travel fare must be declined and
change-fee must be reduced so that the travelers are induced for travelling and demand can be
raised. With increase in the prices of Fares by British Airways the demand for travelling with the
company may decline due to the lower demand for travelling amidst the COVID-19 pandemic.
So, it can be said that decreasing the fare charges may be a better option to increase the travelling
activities of people.
1