British Airways Short Haul Market Branding Strategy Analysis

This presentation analyzes the branding strategy of British Airways (BA) within the short haul market. It begins with an introduction to BA, highlighting its history, fleet size, and key hub at London Heathrow Airport. The presentation then identifies major competitors like easyJet and Ryanair, establishing the competitive landscape. The current branding strategy of BA is examined, including its tagline, loyalty scheme, and workforce. The presentation also notes BA's focus on low pricing and technological enhancements. Finally, the presentation proposes innovative branding strategies for BA, suggesting a focus on low-budget customers, improvements to onboard technology, and enhanced entertainment options. References to supporting sources are also provided.

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-

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